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AFC Bournemouth have issued a statement after facing backlash over the way a long-serving matchday employee was informed that his contract would not be renewed for the 2026-27 season.
The employee, who is in his 70s, had worked for the Cherries for nearly 60 years and had carried out a number of roles on matchdays, including programme selling and car park duty. He was informed of the decision by email just two weeks before the start of the new Premier League campaign.
The situation sparked a strong reaction from supporters after a relative shared a screenshot of the email on social media, describing Bournemouth's approach as “disgusting” and tagging club CEO Jim Frevola.
The relative wrote: “A relative of ours has been working on match days for @afcbournemouth for nearly 60 years. Programme selling, car park duty and various other roles. 2 weeks before the season starts he received this from the club. A disgusting approach @jimfrevola club should be ashamed.”
Frevola responded directly, saying that he would look into the matter immediately. Bournemouth subsequently released a statement acknowledging that the communication had fallen below the standards expected of the club.
Bournemouth admit they should have handled situation better
The Cherries said they had reviewed how changes to matchday staffing arrangements had been communicated to long-serving members of staff.
“AFC Bournemouth has seen the concerns raised regarding changes to some of our matchday staffing arrangements,” the club said.
“We have reviewed the way these changes were communicated to some long-serving members of our matchday team and recognise that it did not reflect the standards we expect of ourselves as a club.”
Bournemouth stressed that people who had given many years of service deserved to be treated with appreciation and respect, adding that those affected would be contacted directly to discuss their individual circumstances.
The club explained that changes had been made to several matchday roles as part of preparations to strengthen safety and security around the Vitality Stadium, its perimeter and surrounding areas.
However, Bournemouth conceded that the operational changes did not excuse the way the decision had initially been communicated.
“We should have handled this better, and we will do better,” the statement continued.
It is understood that the long-serving employee was contacted by the club before the statement was released and has since been offered a different role ahead of the new season.
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Bournemouth enter historic season amid controversy
The episode comes at an important moment for Bournemouth, who are preparing for their first-ever European campaign after qualifying for the Europa League last season.
The Cherries are also about to begin their first Premier League campaign since Andoni Iraola's departure, with Marco Rose now in charge. Their league season starts away to Manchester City on August 23.
While the club's growth has brought increased investment, ambition and expectations, the incident has also highlighted the importance of maintaining its connection with the supporters and people who helped establish Bournemouth before their rise to the Premier League.
The reaction from fans demonstrates how strongly supporters value the individuals who have contributed to the club over many decades.
Bournemouth have now accepted that the handling of the situation was not good enough. The focus will be on whether the club's subsequent actions can repair some of the damage caused by an email that attracted widespread criticism just days before the beginning of what promises to be the most significant season in its history.
FGG Says: Bournemouth must remember what made the club special
Bournemouth's decision to change matchday roles may have been driven by legitimate safety and operational considerations, but the backlash shows that football clubs cannot treat long-serving staff like ordinary employees.
Someone who has contributed to the club for almost six decades represents a living connection to Bournemouth's history. The Cherries have grown enormously, but maintaining that sense of belonging is particularly important as they prepare for European football.