AFC Bournemouth has admitted it fell short of its own standards after a backlash over the way it informed long-serving matchday staff that their roles would not continue into the 2026-27 season.
The controversy emerged after an email, sent by the club's "safety team" roughly two weeks before the current campaign got underway, informed a number of staff members—some of whom had served the club for decades—that their services would no longer be needed. The brevity and tone of the message drew criticism from supporters and observers, with one social media post highlighting the case of a matchday worker who had been with the club for almost 60 years and received just a four-paragraph notice.
The email reportedly closed with a message of thanks, stating: "We appreciate this will be disappointing news. On behalf of everyone at AFC Bournemouth, I would like to thank you for your commitment, professionalism and contribution to the club during your time with us. We are grateful for the support you have provided over the years and wish you every success for the future." Despite the gesture of gratitude, the manner of delivery was widely branded insensitive, with one online comment describing it as a "disgusting approach."
Following the outcry, Bournemouth issued a public statement acknowledging the failure in communication. "We have reviewed the way these changes were communicated and recognise that it did not reflect the standards we expect of ourselves as a club," the statement read. The club further stressed that "people who have given many years of service to AFC Bournemouth deserve to be treated with appreciation and respect," and confirmed it was reaching out individually to those affected in order to hear their concerns and reassess their situations.
The changes stemmed from a broader review of matchday staffing arrangements for the upcoming season, which the club said were necessary to bolster security around the stadium, its perimeter, and the surrounding area. However, Bournemouth conceded that implementing such changes should not have come at the expense of respect for staff who had contributed to the club over many years. "These changes are important, but so too is the way we communicate with and treat the people who have served our club. We should have handled this better, and we will do better," the statement continued, adding thanks to "everyone who has contributed to AFC Bournemouth over the years, and particularly those who have served the club for decades."
According to information obtained by BBC Sport, the club had already made direct contact with the individual whose case drew significant public attention before the formal statement was released. That staff member, who had worked in the stadium car park, has since been offered a new role in a different area of matchday operations for the coming season.
The episode comes at a notable moment for the south coast club, which has enjoyed a remarkable rise through English football over the past decade. Bournemouth went from League Two to the Premier League in just five years, securing promotion to the top flight in 2015. Although they suffered relegation in 2020, the Cherries bounced back two years later and have since re-established themselves in the Premier League. This season marks a historic milestone for the club, as they prepare to compete in European competition for the first time.
As Bournemouth looks ahead to this landmark campaign, the club now faces the task of restoring trust among its dedicated matchday workforce while balancing its stated commitment to strengthening stadium security and safety measures.
Based on reporting from BBC Sport Football.