MrQ Becomes Bournemouth Sleeve Partner In Three-Year Casino Deal
AFC Bournemouth have named MrQ as their official UK online casino partner, the Premier League club confirmed. A deal that puts the operator's logo on the men's first-team sleeve for the next three seasons.
The agreement covers both the men's first team and AFC Bournemouth Women, with MrQ branding also appearing on adult retail shirts.
It arrives as gambling firms rethink how they show up in the top flight, and it is a marker of where operators such as the leading UK online casinos are now directing their football spend.
Why The Shirt-Front Ban Matters
The timing is not accidental. From this season the Premier League's ban on front-of-shirt gambling sponsorship is in force, a change clubs agreed in 2023 that strips betting and casino logos from the most prominent shirt position.
Sleeves, training kit and stadium branding remain permitted, and the MrQ deal is a clear example of operators moving into those spaces instead and availing of the loophole.
MrQ Backs A Challenger Club
MrQ, which launched in 2018 and markets itself as the "Casino You Love To Hate", said the tie-up suits its challenger positioning.
"Why Bournemouth? Because they're brave," said Adam Ryan, chief commercial and marketing officer at MrQ.
"They back themselves against clubs with far deeper pockets and keep proving David beats Goliath.
They're the same instincts we've built MrQ on: honest risk-taking trumps safe and forgettable. And a European tour doesn't hurt either."
The club framed the partnership around fan activations rather than plain logo placement. Supporters can expect competitions and giveaways across the campaign, including chances to win hospitality and prizes at home matches. The deal launched with a stunt on Bournemouth Beach, where hundreds of red, black and blue towels and a "Reserved for MrQ" banner covered the sand and beachgoers were handed limited-edition towels.
The club set out the details in its official announcement.
What The Club Said
"Much like AFC Bournemouth, MrQ is a challenger brand that has grown dramatically over the last few years," said Rob Mitchell, commercial director at AFC Bournemouth. "This partnership will create many exciting opportunities for our fans over the next three seasons, and we're looking forward to working closely with the MrQ team across both the men's and women's game."
Jim Frevola, the club's president of business operations, said the beach launch "says a lot about how our partnership will work" and pointed to the creative approach both sides want to take.
A Marketing Step Up For MrQ
For MrQ the deal is a marketing step up. The operator leans on a no-fees, no-wagering-requirements pitch and has spent the past year building out its product and brand voice to stand out in a crowded market.
A Premier League sleeve now gives it weekly national exposure, with the women's team offering a second platform.
The move also shows how quickly the sponsorship landscape has shifted. With the shirt-front route closed, sleeves have become the prime real estate for gambling companies that still see football as their most efficient way to reach UK audiences.
