Beales kick off extended deal with Cherries

PARTNERSHIP: AFC Bournemouth defender Tyrone Mings hands a commemorative Cherries shirt to Beales chief executive Tony Brown to mark the department store’s renewed partnership with AFCB’s Community Sports Trust and sponsorship of the club’s popular Premier League Kicks programme for the 2018/19 season. With them are AFC Bournemouth commercial director Rob Mitchell, left, and the club’s Community Sports Trust head Steve Cuss

Long-established department store Beales is kicking off a second consecutive year of sponsorship with AFC Bournemouth.

Beales Department Stores is extending its relationship with the Premier League club by continuing as official partner of AFCB’s Community Sports Trust.

The store, established in the town in 1881 and still trading on the original site, is sponsoring the Bournemouth region of Premier League Kicks for the 2018/19 season.

Cherries defender Tyrone Mings is club ambassador for Premier League Kicks, a nationwide initiative which enables Bournemouth to offer free football to thousands of youngsters in a safe environment.

Beales chief executive officer Tony Brown said: “Beales is very much at the heart of the community and as a long-established business in Bournemouth we wanted to continue supporting an important project giving something back to that community.

“Our philosophy as a family department store group is to serve Bournemouth and the surrounding areas well and by sponsoring the Cherries’ Premier League Kicks programme we are helping the Cherries do exactly the same.

“It encourages young people to get involved in playing sports in the evenings, which sees them benefit from a healthier lifestyle, improved well-being and, most importantly, offers them a safe environment to enjoy themselves.”

AFC Bournemouth commercial director Rob Mitchell said:  “We are so pleased to have our town’s iconic department store Beales back on the Cherries team for a second season.

“Our two brands are synonymous with Bournemouth and it is excellent that we should work together this season.

“Beales staff will have the opportunity to engage and volunteer in the Bournemouth Premier League Kicks sessions and will be advertising at Vitality stadium.”

AFC Bournemouth’s self-funding, non-profit Community Sports Trust (CST) runs the Premier League-backed scheme locally with more than 1,000 young people participating last season.

CST head Steve Cuss said: “Our Premier League Kicks programme continues to expand, as we add new sessions throughout the season and we are grateful for Beales’ continued support.

“This popular Premier League funded project enabled us to offer free football to more than 1,000 young people during the 2017/18 season and we hope to exceed that number this year.”

The Beales store in Old Christchurch Road house a collection of official AFC Bournemouth merchandise, including replica kits for adults and children, training wear for both adults and kids, plus men’s fashion, souvenirs and accessories.

In Poole’s Dolphin Centre Beales store there are home and away shirts, socks and shorts for adults and children and a limited amount of adult training wear due to space restrictions.

For details on AFC Bournemouth’s Community Sport Trust see