QuinnBet has moved to bolster its branding and marketing in the UK and Ireland by partnering with EFL Championship club AFC Bournemouth.

The sportsbook operator – founded in 2017 by Sean Quinn – will become the official UK and Republic of Ireland betting partner of Bournemouth, including a back-of-shirt sponsorship caveat that will see the company’s logo appear on the Cherries first-team home, away and third shirts for the 2021/22 season.

“We are delighted to partner with a club that has the long traditions and history, as well as some fantastic recent achievements in the Premier League,” said Stephen Kelly, Managing Director of QuinnBet.

“Like the Cherries, we operate in an industry dominated by large competitors, but that doesn’t detract from our ambitions to climb to the top. To get there, our philosophy is simple and based on providing unrivalled customer support, together with giving more back, and always promoting responsible gambling as an integral part of our ethos.

“To this end, we are especially pleased to be partnering with Bournemouth’s Community Sports Trust to promote wellbeing, education, and awareness around gambling.”

The company will also work to support projects based around health, wellbeing and education on gambling and addiction, in addition to supporting the Bournemouth Community Sports Trust ‘in line with the club’s community ethos’.

AFC Bournemouth Commercial Director, Rob Mitchell, remarked: “We’re delighted to partner with QuinnBet in what is a lucrative deal for the football club.

“We felt that the ambition and ethos of QuinnBet was close to ours and are delighted that not only will they be receiving some great benefits from us, they’ll also be helping the local community within our Community Sports Trust by providing education and funding.

“Any messaging and campaigns that we will be involved in will have a clear emphasis on responsible gambling and the importance of remaining in control.”