AFC Bournemouth has a message for soccer enthusiasts in the U.S. as they prepare to take on defending Premier League champion Liverpool this Friday to launch the 2025-26 season.
“Supporting a big six club is silly if you’re a U.S. fan,” remarked Bournemouth’s president of business operations, Jim Frevola, in a recent interview.
It’s cliché. It’s predictable. It lacks excitement. This summer, Bournemouth embarked on a tour across the U.S., promoting the advantages of aligning with the Cherries instead.
Bill Foley, the owner of the Vegas Golden Knights, acquired the club in 2022 for approximately $150 million, with plans to modernize its operations. Established in 1899, AFC Bournemouth briefly spent time in England’s fourth division and was in the second-tier Championship just a season ago in 2021-22. The team was the least valuable in the Premier League in 2023, competing in the smallest stadium outside of a coastal town on England’s south coast.
During the 2024-25 season, Bournemouth matched its best Premier League finish by securing the ninth position, utilizing an aggressive, risk-taking style that garnered new fans. However, the team had to make significant changes this offseason after selling players to Paris Saint-Germain, Real Madrid, and Liverpool for over $150 million altogether—a stark reminder of the varied dynamics within top-tier soccer. Foley hopes Bournemouth will continue to compete with the leading clubs in England and eventually, in Europe.
Building a fan base in America, alongside plans to expand their stadium to ensure it ranks as at least the second smallest in the Premier League, is crucial to the club’s financial strategy for growth. “This is a long-term goal,” Frevola stated, having previously aided Foley in establishing the Golden Knights franchise. “It’s going to require years, a great deal of time.”
Bournemouth’s participation in the Premier League’s official U.S. preseason tour this summer, alongside teams like Everton, Manchester United, and West Ham, was intentional. Frevola had previously campaigned for inclusion but avoided the risk associated with the club’s potential relegation.
“For the last two and a half years, I have persistently pursued the league,” Frevola shared. “I was determined to make this tour happen.”
Bournemouth specifically sought to establish a presence in Chicago, as the Ryan family, which owns a significant share of the Chicago Bears, invested in Bournemouth in 2023. By playing in Atlanta, Bournemouth benefited from the Falcons’ shared color scheme.
The club has also partnered with prominent investor Michael B. Jordan, American midfielder Tyler Adams, and has drawn on its nickname, which reflects the proximity of fruit orchards to the club’s original location.
“We’re embracing our cherry branding like never before,” Frevola noted. “We’re aiming to project a fun, edgy, youthful vibe, creating a hipster identity in the U.S.”
Bournemouth has set up soccer clinics in Las Vegas, with aspirations of hosting a game there in a future summer, though Foley has firmly stated that regular-season matches should not be held overseas. The team has adopted a region-based approach for its U.S. expansion strategy.
Back in England, the club aims to be the most media-friendly in the league, taking part in halftime interviews with coaches and sideline chats with players. “We want to be the team that says yes to these opportunities,” Frevola said. Bournemouth will gain additional visibility on Friday, as their kickoff match will be broadcast on the USA Network in the U.S., starting at 3 p.m. ET.
A cycle of growth is anticipated, where an expanding fan base generates more media interest, which in turn attracts new dedicated supporters as the club’s financial health improves over time. Conversely, a less than stellar season could derail the entire Cherries initiative. For those who appreciate an underdog story, Bournemouth could very well be the team for you. Alternatively, you may opt to support Liverpool, as many others do.
Image Source: AFC Bournemouth @ YouTube
