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AFC Bournemouth sign stadium naming rights deal

Tue 10th May 2011 | Marketing & PR

AFC Bournemouth has secured a top-level commercial sponsorship, representing one of the largest in the club's history.

Having already agreed a significant agreement earlier this season with Focal Point as the new Shirt Sponsor, Seward Motor Group has committed to the naming rights of the Dean Court Stadium in a three-year deal. Alongside all other valued sponsor support, it is a huge assistance in the commercial sustainability of the Club.

Enjoying a long history with AFC Bournemouth, Seward has sponsored the club in varying degrees since 1998, making the company one of the longest serving commercial supporters. A previous shirt sponsor for eight years, the relationship with AFC Bournemouth has been extensive, but this is the first time the organisation has committed at such a significant level.

Seward Chairman, John Saunders is looking forward to watching the transition to the 'Seward Stadium' at Dean Court from July 1 2011, when the sponsorship officially starts. AFC Bournemouth is one of the only clubs in npower League 1 to achieve a naming rights deal.

John Saunders says: "We have watched and worked closely with the management team over the past two years. The club is vastly improved and we are proud to endorse their hard work and be associated on this increased level.

“Our objective for the sponsorship, over and above genuine support for the club, is to generate front of mind awareness of our brand across a family market in the region. We are seeing this as an active partnership; part of our package includes some of our sales' profits reinvested back into the club.

“Fans will benefit from exclusive discounts so they can enjoy added value from our support directly too. We very much see this as an arrangement which goes beyond a cash deal; we want to be hands on."

Chairman Eddie Mitchell said of the club’s results and commercial success: "To see a good local family brand commit on this level is a testament indeed to the hard work which has gone into the club. The fans have never been so supportive and to have the backing of such strong commercial partnerships is reassurance to all that we are an ambitious club with long term goals.".

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