'It's weird' - Stefan Borson baffled by fallout over Bournemouth announcement

Bournemouth supporters' reaction to the club's new home kit for the 2026-27 campaign is confusing and "weird".

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that how front-of-shirt sponsors look means very little to commercial teams.

The Cherries announced their home kit ahead of the 2026-27 campaign, with Vitality as the front-of-shirt sponsor, but the reaction has been far from ideal.

An incoming ban on gambling companies has forced Premier League clubs to seek new revenue streams, making it much more difficult to strike deals.

Chelsea, Nottingham Forest, and until recently, Newcastle United and Aston Villa have struggled to fill the gap on the front of their shirts.

The fallout is going nowhere, with fans continuing to debate buying Bournemouth's new home kit, but Borson remains baffled by the upset.

Bournemouth's deal with Vitality a 'key focus'

Speaking exclusively to Football Insider, Borson fails to understand why so many supporters are bothered by the front-of-shirt sponsor on the south coast.

"It's a bit weird. It doesn't look great, obviously, but it's weird that people are bothered about the sponsor of a kit," he said.

"But I've seen this a lot, Chelsea fans in particular, despite not having anybody, as each story's come out about potential sponsors that they're talking to.

"A lot of the fans, a lot of them on social media, a lot of the comments have been, 'I don't think that's gonna look very nice on the shirt'.

"That's really not in the minds of commercial teams; they're not thinking about how is this going to look on the shirt, as long as it's a good brand.

"We've seen from [Aston] Villa, there's not a lot of time given to how Visit Rwanda looks as a brand on the shirts. It's about what they're prepared to pay.

"That's the key focus. So I think they're just a bit unlucky in with Bournemouth because it's just really that the the the vitality colours as a brand are just too close to the kit."

How the Cherries reacted to their own kit

To say the least, supporters are very disappointed by next season's home kit, especially with the Cherries playing in Europe next term.

Many have dubbed it the "worst Premier League kit ever," and that is certainly difficult to disagree with, though Borson has tried his best to.