Vitality is to become the Official Health and Wellness Partner of AFC Bournemouth following the club’s promotion to the Barclays Premier League.

The three year agreement will see Vitality, which has a 400 strong office in Bournemouth, also becomes the headline partner of AFC Bournemouth’s Community Sports Trust. The Trust delivers over 90 multi-sport sessions per week to children and adults of all ages across four sites in Dorset and the Isle of Wight.

The partnership continues Vitality’s commitment to football and encouraging more people to improve their wellness through taking up healthy behaviours, including playing sport. Vitality is the Official Wellness Partner for three other Barclays Premier League teams and has invested in a range of other partnerships supporting rugby, half marathon running, cricket and triathlon.

Neville Koopowitz, CEO of VitalityHealth, said: “AFC Bournemouth’s story is incredible and their ambition to succeed matches our ambition to transform health and life insurance for good.

“This partnership is a fantastic way for us to invest in supporting their continued progress while at the same telling a new audience about Vitality and how through rewards we can change behaviour to achieve lasting improvement in health and wellbeing.”

Rob Mitchell, commercial director at AFC Bournemouth, said: “A partnership with a brand of the scale of Vitality is fantastic for the club and all of our supporters. Their commitment to sport and encouraging more people to be healthy really set them apart as a potential sponsor. We look forward to a long and successful partnership.”

The Vitality partnership with AFC Bournemouth will see 10 minutes of LED advertising per home game, Vitality branding on the medical team jackets as well as various hospitality benefits.