7:13 am, July 10, 2026
Chery has come together with The Cherries after agreeing a deal to become the official automotive partner of AFC Bournemouth.
The firm has signed a landmark agreement with the South Coast club which will see Chery branding appear on the front of the men’s team’s training kit.
The brand will also partner with AFC Bournemouth Women as part of of a sponsorship package that is likely to raise the Chinese brand’s profile here in the UK.
As part of the partnership, both Chery and Bournemouth will deliver a series of creative campaigns and fan experiences. There will also be a focus on campaigns celebrating equality, diversity and inclusion
Gary Lan, CEO of Chery UK, said: ‘AFC Bournemouth is one of the Premier League’s biggest success stories in recent history, a perfect match for us at Chery UK.
‘As Official Automotive Partner, we’ll be showing our support to the team on and off the pitch – from match day appearances to supporting the incredible work of the AFC Bournemouth Community Sports Trust.
‘For Chery UK, our “Cherries” partnership is the perfect platform to connect with football fans across the country, alongside a club with strong family values and deep community ties.
‘We are looking forward to showcasing Chery’s “Find Your Happy” ethos with memorable experiences throughout the seasons ahead.’
Chery already had a presence in the UK via its ownership of Jaecoo and Omoda but arrived as its own standalone brand last year.
There are now over Chery dealerships across the country as the firm continues to grow at a rapid rate.
Rob Mitchell, commercial director at AFC Bournemouth, said: ‘What makes this partnership especially exciting is the natural connection between Chery and the Cherries.
‘It gives us a fantastic creative platform to deliver campaigns and experiences that supporters will genuinely enjoy, while helping introduce Chery to football audiences across the UK.
‘Alongside that, we’re looking forward to working together on initiatives that celebrate our shared commitment to equality, diversity and inclusion and making a positive impact both on and off the pitch.’
