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*VITALITY INSURANCE support plays at the heart of Bournemouth AFC, scoring their naming rights on the 'Vitality Stadium' - a title they've proudly held since 2015.
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Vitality Stadium at Dean Court
Back in 2015, AFC Bournemouth The Cherries proudly announced that their small DEAN Court stadium - would now be rebranded as the "Vitality Stadium"
This business strategy would help promote both the Insurers Vitality growing UK brand profile - as well as enhance the newly promoted teams' naming rights.
At the time, the Club reportedly said “Vitality Insurance plays a very significant role in the town’s growing economy, not to mention its encouragement of local people leading healthier lives”
They stated this partnership reflects a shared ambition between AFC Bournemouth & Vitality Insurance brand - to inspire a more active lifestyle, whilst reaffirming Vitality’s commitment to their local community as a key employer in the area.
This move helps make Vitality one of the very few brands to partner with a Premier League club across both their Bournemouth Dean Court stadium + the players shirt; underlining the sponsorship scale and exclusivity of their deal.
Vitality Insurance southern head office is also conveniently located nearby at Portman House, Richmond Hill, Bournemouth, BH2 6EP.
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Vitality Stadium Capacity & Expansion Plans?
In 2025, it was then announced that Bournemouth AFC with Black Knight Football Club had agreed to now buy their stadium from London property business Structadene.
The Cherries decision made as they wished to expand on their own Premier League status, retaining profitability & sustainability.
Plans to both expand the Vitality Stadium capacity & modernise and upgrade their venue were made; this would help tie in with any European football ambitions.
Their aim (as a smaller ground) was to ideally double the crowd capacity from over 11,000 upto 20,000+ seats; Making the building into both a future sports & entertainment south coast major venue.
As part of plans approved by the local Council, some land near Kings Park in Boscombe, will then be transferred over to the club.
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Vitality Sponsorship Rights?
Sponsorship is important for Vitality to help build their insurance brand awareness. As they say one of their business raison d'etre aim = is to make people healthier.
Hence why they also partner with a wide range of leading sports figures, teams & events; to help inspire those live more active & rewarding lives.
Vitality say they believe in the power of sport and physical activity - creating both a healthier & happier society. Also, fitter means potential lower insurance sickness claims.
The Insurers VitalityLife then have their key Brand Ambassadors both men & women - inspiring through their actions & values.
These have so far included sports stars like Olympian Jessica Ennis Hill, Lord Sebastian Coe, Ellie Simonds, Keely Hodgkinson & Jonny Wilkinson.
Apart from real humans - Vitality then unleashed Stanley The Dachschund which following it's UK success, their dog was then led to the USA.
So apart from the Vitality Stadium in Bournemouth to help promote their insurance brand - they also sponsor netball & cricket through events such as Vitality Blast & Club T20.
Keeping people active - they sponsor running events such as the Vitality Westminster Mile, Parkrun & the Vitality Life 10k London run.
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Who are Vitality Life Insurance?
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Vitality Life Insurance history all began way back in 1848 - when it first started out life as The Prudential. It was originally founded in London to help provide loans to professional and working people.
They once boasted their own large UK door to door salesforce, and were known colloquially as The Man from the Pru. Due to economic cost cuts, this model was then abandoned to mainly operate instead via brokers.
In 2004 Pru Health was setup, followed by Pru Protect in 2007 offering protection insurance products to the UK market. Was Vitality also owned by AXA insurance?
No, this was a joint venture between Prudential and a leading South African Insurer Discovery. In 2010, they purchased Standard Life Healthcare.
From 2015 Discovery then dropped the PruProtect brand - to be now just known as VitalityLife.
That same year, the Cherries agreed their Dean Court football ground would be rebranded as the Vitality Stadium Bournemouth ie; to help promote the renamed financial services brand.
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'Vitality Life Insurance Reviews' 2026
What's Vitality Life Insurance like 2026?
Vitality Insurance plans perform well against some other large UK Insurers like - Aviva, Legal & General or Scottish Widows and we find that they tick 6 key boxes: (PROS)
- Defaqto 5* Rated Policies
- Financial Strength
- Family & Business Plans
- Good Claims Payout
- Reliable Reputable
- Rider Rewards Benefits
Customer service reviews are generally good at around 4.5 - as people experience of dealing with Vitality Life found on *Trustpilot.
The (CONS) are like all financial services companies ie; not everyone's customer service experience here maybe a good one.
The Money Saving Expert Martin Lewis team have also reviewed some of their Vitality plans. Check out our Broker Vitality Insurance Deals.
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Vitality Plan Major Reward Benefits
Vitality insurance protection products also may give access to various perks...
- Life Insurance with Vitality 'Benefits'
- Rewards status offering discounts
- Rewards for healthy living
- Optimiser status for healthy living
- Wellness Status, allows flexibility at each plan anniversary
- Vitality Insurance review support services
- Guaranteed Insurability
- Funeral payments pledge
Vitality Rewards shows you can also benefit financially via your Vitality insurance policies.
If you buy a qualifying policy, the insurer then encourages you to also get active, stay fit and well - to then earn Vitality reward points.
'Vitality Rewards' you to check your regular health status, with say a linked fitness tracker or their driving sensors.
Whenever you have bought a Vitality plan, you will need to also register at their Member Zone to start earning Vitality rewards, benefits & discounts from their Vitality Rewards Partners scheme.
Note: The downside with linking to their optimiser status - is if your health or lifestyle does unfortunately change for the worse during the policy term, then don't expect to carry on receiving similar lower cost insurers premiums.
similar lower cost insurers benefits.
As such, they do also offer most of their insurance policies via a level plan option - which is not regularly health assessed into the future.
Their 'Vitality Reward Partners' include these 10 x Key Benefits via eligible plans:
- Health Checks
- Fitness Trackers
- Training & Exercise
- Hotel & Spa Deals
- Healthy Food Options
- Parkruns
- Quit Smoking
- Coffee Treats
- Gift Vouchers
- Gym Membership Deals
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*What's MSE Martin Lewis Vitality Insurance Review?
Money Saving Expert Martin Lewis has reviewed the Vitality PMI Health perks & especially for younger under 40's who are fit and healthy.
Those who exercise alot, to see how well Vitality's Private Medical Insurance cover stacks up against the competition.
He says for example there is no doubt for that age category, the many & various Vitality perks offered are strong.
Their perks however can skew therefore what is best overall insurance value for applicants, who may have lower quote levels to compare.
Martin Lewis hasn't specifically commented on any other particular Vitality Life Insurance policies & how it measures up against the competition.
But Vitality Life Insurance plans are often a discussed & debated MSE forum topic.
The MoneySavingExpert however says that he does 💯 '100% recommend Life Insurance' - especially if you've any dependants.
MSE says 'Thinking about how your family may cope financially if you were to die isn't a very cheerful topic, BUT it is an Important One'.
So Martin Lewis agrees life insurance is important if anyone is reliant on your Income & would struggle financially without you around ie; an insurable interest.
He also discusses the value in other insurance plans if you were off sick, like income protection vs critical illness.
Therefore YES it's a cheap financial lifeline but the ultimate monthly costs choice is always yours. We agree here - whether that's Vitality Life or other Leading UK Insurers we use.
Martin Lewis also suggests being the Money Expert - that you "NEVER BLINDLY BUY DIRECT" expensive policy offers either via your Bank or One Insurer ie; Shop around & USE a Broker for the Best Deals (with or without advice).
MSE says often those best deals are via a Broker
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Martin Lewis for a good rule of thumb in 2026, his Best Life Insurance formula is 'THE 10 x RULE' ie; aim to cover 10 x the Annual income of the highest earner & the main breadwinner until at least any kids have finished their full-time education or other dependants.
So Martins' other protection rules of thumb tips here - recommends insuring at least "10 x salary or outgoings" of the main breadwinner for critical illness cover +"insure upto 2/3rds salary" for income protection.
To help you calculate a figure that works for you, Martin Lewis on Life Insurance says it's worth ensuring any policy covers:
- Outstanding Debts: that need to be paid off eg; mortgage unless covered by a separate plan
- Immediate Outgoings: regular bills dependants would need to pay
- Future Spending: you may have wished to make eg; university fees
- Additional Expenses: a death may trigger eg; funeral costs
Conclusion: "VITALITY Stadium" Bournemouth
These brand naming rights currently works well for both south coast business ventures - Vitality + AFC Bournemouth.
AFC Bournemouth & Vitality Insurance agree & both continue to extend their partnership as they look to expand their corporate presence.
Any current 3 year deal will also includes name rights for the Stadium's East & Main Stands.
So the 2 parties can both work amicably together to achieve their common goals - both off & on the pitch.
In conclusion, their ongoing involvement with the 'Vitality Stadium Bournemouth' helps maintain the Insurers market exposure & maybe inspire each others future fortunes.
'There is...ONLY 1 YOU' 
