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Property finance lender MSP Capital has signed a new partnership deal with Premier League club AFC Bournemouth for the 2022-2023 season.

The Poole-based company has been the Cherries’ front-of shirt-sponsor for the side’s previous two seasons in the championship, including the previous promotion-clinching campaign.

The two organisations have now reached a new agreement which will see MSP’s logo adorn the men’s team training kit, including staff training wear and the matchday warm-up range.

The firm’s branding will also appear on the sleeve of the women’s team shirts, with the company becoming an official partner of AFC Bournemouth’s business club.

MSP Capital’s valuation director Adam Tovey said the club’s return to the highest tier of English football had created an opportunity for a “global business” to take the front-of-shirt sponsorship.

The lifelong Cherries fan added he hoped the new partnership would help MSP to achieve its business aims in the local region.

Mr Tovey said: “It was an especially proud moment when we became principal partner and front-of-shirt sponsor back in 2020. That enabled us to be on the front of the club’s shirt for one of the most significant achievements in its history last season, winning promotion back to the Premier League.

“But, in truth, the ties that bind us have always been about more than the shirt. We share the same passion for social responsibility and are proud to continue to leverage our relationship to help the communities where, together, we are established and draw our strengths.”