The UK’s leading pub, cider and beer business are currently into their ninth season partnering the Cherries and have now extended the agreement for a further two campaigns.

In 2017, the Great Escape Bar was launched at Vitality Stadium in partnership with Heineken, where supporters are able to meet and share a drink together prior to matches.

Also at the stadium, the 1910 Bar has been refurbished in conjunction with Heineken, offering them additional branding and advertising.

They will have presence at matchdays including promotional outreach as well as attending other AFC Bournemouth events.

Keith Benton from Heineken spoke about the continued partnership, saying: “As the leading cider and beer company in the UK, Heineken are delighted and very proud to extend our partnership with AFC Bournemouth.

“Now into our ninth season, it is great to see the Cherries riding high and we wish them every success during the 2021/22 Championship campaign.”

Rob Mitchell, commercial director at AFC Bournemouth, added: “We’ve worked with Heineken for a number of years now and really enjoyed their support with some great fan-centred projects around Vitality Stadium.

“We’re now looking forward to continuing the partnership as we push forwards together on and off the pitch.”