Bournemouth Aims to Secure Status as America's Vibrant Premier League Representative
AFC Bournemouth, a club that has spent time in England's fourth division this century and was in the second-tier Championship as recently as the 2021-22 season, is embarking on a strategic journey to grow its American fan base and compete with top English and European clubs.
The club's president of business operations, Jim Frevola, has been a strong advocate for AFC Bournemouth, stating that following the team is a better choice for American soccer fans. This sentiment is echoed by the club's owner, Bill Foley, who purchased the team in 2022 for roughly $150 million.
In preparation for the new season, AFC Bournemouth had to reload after selling players to Paris Saint-Germain, Real Madrid, and Liverpool for more than $150 million combined. The team will face reigning Premier League champion Liverpool on Friday to kick off the 2025-26 season.
AFC Bournemouth's U.S. tour serves as a strategic effort to grow their American fan base, which is part of their broader financial plans to compete with top English and European clubs. By participating in high-profile preseason matches against teams like Manchester United, Everton, and West Ham in major U.S. cities, Bournemouth gains direct exposure to North American audiences, increasing brand awareness and fan engagement.
This approach aligns with wider Premier League and European soccer trends, where leagues and clubs are expanding into the U.S. market to unlock alternative revenue streams beyond traditional Europe-based TV rights. The U.S. is seen as a lucrative market for building long-term fan bases and commercial partnerships, helping clubs generate additional income to fund competitive ambitions.
The Ryan family, who own a sizable stake in the Chicago Bears, invested in AFC Bournemouth in 2023. The team has also leveraged celebrity support, with celebrity investor Michael B. Jordan, American midfielder Tyler Adams, and its nickname, the Cherries, based on the proximity of fruit orchards to the club's original grounds, all contributing to its appeal.
AFC Bournemouth has taken a region-by-region approach to its U.S. expansion strategy. For instance, they have set up soccer clinics in Las Vegas with the hopes of holding a game there in a future summer. The team aims to be the league's most media-friendly, including participating in a halftime coach interview and sideline player chat.
The club's U.S. tour not only offers competitive preparation but also enables the club to tap into sponsorship, merchandise sales, and media rights growth opportunities associated with American fans. On Friday, AFC Bournemouth will receive extra attention, with the kickoff match set to air on USA Network in the U.S., beginning at 3 p.m. ET.
A virtuous cycle is aimed to be achieved, with a growing fan base fueling more media attention and in turn delivering new diehards as the team's bottom line grows over time. In the 2024-25 season, AFC Bournemouth tied its best Premier League result, finishing ninth, with an aggressive, risk-taking style of play.
With its strategic U.S. tour and expansion plans, AFC Bournemouth is positioning itself to compete at higher levels domestically and in Europe, while also growing its American fan base and financial stability.
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