CHIEF executive Neill Blake has moved swiftly to reassure supporters over Maxim Demin’s ongoing involvement with AFC Bournemouth.

Blake insists Demin is “totally committed” to the club and “determined” to further strengthen it following four fruitful years at Dean Court.

Demin initially acquired a 50 per cent stake in the club after purchasing the shares of directors Jeff Mostyn and Steve Sly in November 2011.

And the Russian businessman, who prefers to keep a low profile, gained full control when he bought Eddie and Brenda Mitchell’s shareholdings in September 2013.

Demin’s position has come under the microscope following his decision to sell 25 per cent of the club to Peak6, a Chicago-based private equity investor.

However, Blake has vehemently denied suggestions the deal will in any way compromise Demin’s involvement and insists he has no plans to relinquish the reins.

In an interview with the Daily Echo, Blake said: “Max is totally committed to the club and for the long term.

“He sees bringing in people to work alongside him as a minority shareholder as an opportunity to strengthen the club, both on and off the pitch.

“Having achieved promotion to the Premier League ahead of schedule, we now need to review all areas of the club and bringing in new investment will help towards this.

“We are looking to promote our brand and increase awareness globally. We want to push the AFC Bournemouth name in America where we need to start looking at sponsorship opportunities.

“As much as we will continue to value our existing sponsors, we can’t continue to rely on England and need to broaden our horizons by strengthening in other countries.”

As part of the deal with Peak6, founder Matt Hulsizer and chief corporate development and legal officer Jay Coppoletta will both become Cherries directors.

They will join on the board Blake, Jeff Mostyn, John O’Neill, Mikhail Ponomarev, Nick Rothwell and brothers Igor and Oleg Tikhturov.

Blake added: “Matt and Jay have been trying to get into football in England for a few years and they hit it off straight away when they met with Max. He wanted them to get involved with him at AFC Bournemouth and help take the club forward.

“There is nothing more to this deal than trying to make us stronger as a team, a club and a brand and helping us continue to grow globally. That is Max’s ultimate aim and I can assure people he is in this for the long haul.”