In the world of sports marketing, few partnerships feel as natural as the one just announced between Chery UK and AFC Bournemouth. This week, Chery UK officially became the Official Automotive Partner of the Premier League club, cementing a three-season deal that runs through the 2028/29 season.
“What makes this partnership especially exciting is the natural connection between Chery and the Cherries,” as Rob Mitchell, AFC Bournemouth’s Commercial Director, perfectly articulated. And he’s absolutely right. Both organizations are built on innovation, growth, and community connection, but there’s also something delightfully cheeky about the cherry-themed wordplay that makes this partnership impossible to ignore.
Timing is Everything
AFC Bournemouth is riding a wave of unprecedented success. The club, which was founded back in 1899,has experienced a remarkable rise through the English football pyramid and recently qualified for European football for the first time in its 127-year history. This milestone achievement makes the partnership timing particularly strategic—the club will now host a minimum of four European matches at Vitality Stadium during the 2026/27 season, providing massive exposure for its new automotive partner.
On Chery’s side, the company is equally poised for growth. Launched in the UK just eleven months ago, in August 2025,Chery UK has already established itself as one of the country’s fastest-growing car brands.The company’s award-winning TIGGO SUV models have quickly captured the hearts of UK customers, thanks to their contemporary design, class-leading space, and intelligent hybrid technology.
The TIGGO Factor – Premium Features for Everyday Families
The Chery TIGGO model range represents accessible luxury for modern drivers. All models come equipped with Chery’s advanced Super Hybrid powertrain, which offers all-electric driving for shorter journeys while providing the reassurance of a highly efficient petrol engine for longer trips. This combination of cutting-edge technology and practical value is exactly what resonates with the diverse fan base of a club like AFC Bournemouth, families, urban explorers, and football enthusiasts who want quality without compromise.
It’s worth noting that Chery isn’t just another startup trying to make waves in the automotive world. The company is backed by Chery Holding Group, which entered the 2024 Fortune Global 500 list in 385th position with revenues of $39.1 billion and rose to 233rd position in 2025 with revenues of $59.7 billion. That kind of corporate muscle ensures the brand has world-class R&D, global manufacturing standards, and a robust supply chain, exactly what’s needed to support a major sports partnership.
Beyond the Pitch – Community, Equality, and Inclusion
What sets this partnership apart from typical corporate sponsorships is its commitment to meaningful social impact.Both organizations have pledged to deliver campaigns celebrating equality, diversity, and inclusion, reflecting their shared values.
Gary Lan, CEO of Chery UK, emphasized this broader vision: “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.” The company’s “Find Your Happy” ethos aligns beautifully with AFC Bournemouth’s strong community spirit.
What’s Next – Training Kit, Fan Experiences, and European Glory
Starting with the 2026/27 season, Chery will appear front-of-shirt on AFC Bournemouth men’s team training kit, giving the brand unprecedented visibility both at the club’s training facilities and during match preparations. The partnership also extends to AFC Bournemouth Women, demonstrating a commitment to women’s football that’s increasingly important to fans and sponsors alike.
But the real magic will come through creative campaigns and fan experiences designed to celebrate this unique partnership. Imagine TIGGO SUV appearances at match day events, exclusive fan experiences at the AFC Bournemouth Performance Centre, and integrated marketing campaigns that leverage the natural humor and charm of the Chery-Cherries connection.
The Global Context – Chery’s International Ascent
To understand why this partnership matters on a broader scale, consider Chery’s impressive global trajectory. The TIGGO family of vehicles has earned the trust of over 3 million drivers in more than 80 countries, making it one of the world’s most successful SUV lines. Together with OMODA and JAECOO, Chery UK is part of one of the fastest-growing global automotive alliances committed to sustainable mobility, advanced design, and future-ready technology. This UK partnership isn’t just about selling cars, it’s a strategic entry point into a major European market that values innovation, quality, and community connection. And what better way to win over British consumers than by backing a Premier League club?
Tarmac Takeaway
Alright, so it’s not the most creative marketing partnerships BUT the Chery UK and AFC Bournemouth partnership represents more than a transactional sponsorship deal. It’s a genuine alignment of two ambitious organisations that share complementary values: innovation, growth, community involvement, and a commitment to excellence both on and off the pitch. As AFC Bournemouth prepares for its historic first European campaign, and as Chery UK continues its rapid expansion in the UK market, this three-season partnership has all the ingredients for success. Expect to see this “Cherries” and Chery connection become synonymous with quality, ambition, and community-focused business in the years ahead.
