Initiative Inspires The Next Generation of Bournemouth Supporters

Babies born at Bournemouth Hospital will now be welcomed into the world with their very own AFC Bournemouth sleepsuit, thanks to a new partnership between the club and University Hospital Dorset's maternity unit, based at Bournemouth Hospital.

The initiative will see every newborn at the hospital receive an official Cherries-branded sleepsuit, helping to create a special bond between the club and local families from their very first day.

For a long time, AFC Bournemouth have perhaps been "guilty" by not capitalising on new generations of potential Cherries fans, but this has been largely restricted by the size of the stadium, and the lack of urgency with trying to expand it to cater for new supporters. Now though, under the ownership of Bill Foley, the club will see Dean Court double in size over the space of a few seasons. 

So, as well as providing parents with a practical gift, the programme aims to strengthen AFC Bournemouth's connection with the community and give the club a head start in recruiting its next generation of supporters.

AFC Bournemouth President of Business Operations Jim Frevola said the partnership would help establish a meaningful connection with local families from the outset: "This is a really special initiative. It’s about pride in our community, and there’s no better place to start than right at the beginning".

The scheme has also been welcomed by University Hospitals Dorset NHS Charity, which has worked closely with the club on a number of projects over the years. 

Karen Smith, Senior Charity Manager at University Hospitals Dorset NHS Charity, said the sleepsuits would bring a smile to new parents and serve as a warm welcome for the newest members of the community: "We have worked with AFC Bournemouth for many years and greatly value their continued support".

Most recently, AFC Bournemouth provided funding towards two safety pods for mental health rooms in the Emergency Department, while first-team players regularly visit local hospitals during the festive period to distribute gifts to children. They also have been more than happy to speak to NHS staff on site, posing for selfies, and signing autographs.

Kerry Taylor, Head of Midwifery, praised the scheme and said staff at the maternity unit in the Beach Building are privileged to share such important moments with families. She described the AFC Bournemouth sleepsuits as "the perfect finishing touch for parents" as they prepare to take their newest arrivals home.

The programme reflects the club's ongoing commitment to supporting the local community, ensuring that some of Bournemouth's youngest residents can be wrapped in Cherries colours before they've even kicked their first ball.