How the Hollywood star transformed celebrity football ownership through creative collaboration with the Premier League club
When Michael B. Jordan stepped into the world of English football in December 2022, he joined a growing wave of celebrities investing in the beautiful game. But unlike some high-profile ownership deals that remain largely symbolic, Jordan’s partnership with AFC Bournemouth has evolved into an active, creative collaboration that’s helping reshape how football clubs engage with global audiences.
The Initial Investment: Michael B. Jordan Becomes AFC Bournemouth Owner
Jordan became a minority owner of AFC Bournemouth in December 2022 as part of American businessman Bill Foley’s takeover of the Premier League club. The “Creed” and “Black Panther” star wasted no time showing his commitment, attending his first match on December 31, 2022, when Bournemouth faced Crystal Palace.
From the outset, Jordan’s role was clearly defined: he would focus on global marketing and helping internationalize the Cherries brand, bringing Hollywood star power to a club looking to expand its reach beyond England’s south coast.
From Boardroom to Design Studio: The Michael B. Jordan AFC Bournemouth Kit
Jordan’s involvement transcended typical celebrity ownership in July 2024 when Bournemouth unveiled two limited-edition kits designed by the actor himself. The collaboration, tagged MBJ x AFCB, featured the club’s traditional red and black colors reimagined with an interlocking cherry pattern throughout. Both designs incorporated a modern interpretation of a vintage Cherries crest from the early 1980s, blending the club’s heritage with contemporary style.
The timing was strategic. The kits debuted during Bournemouth’s “Borne In The USA” preseason tour of California, with the black version worn against Wrexham on July 20 and the red against Arsenal on July 24 in Carson. Club owner Bill Foley had teased the project earlier in a January 2024 interview, signaling that Jordan’s role would extend well beyond passive investment.
Working with designer Daniel Norris, Jordan created something that resonated with both longtime supporters and new American fans discovering the club through his involvement. The kits represented a tangible product of celebrity ownership done right—authentic, thoughtful, and rooted in the club’s identity rather than simply trading on a famous name.
2025: Michael B. Jordan’s Continued Partnership with Bournemouth
Jordan’s commitment to Bournemouth has remained steady into 2025. In March, the club announced its participation in The Soccer Tournament, a 7v7 championship in the United States with a winner-take-all prize of one million dollars. The team, proudly presented by Foley and Jordan, features USMNT midfielder Tyler Adams leading recruitment efforts. Jordan expressed his enthusiasm about watching the Cherries compete on American soil, further cementing the transatlantic connection he’s helped build.
The Celebrity Ownership Phenomenon in Football
Jordan’s Bournemouth partnership exists within a broader trend reshaping football ownership worldwide. Celebrities and athletes are increasingly drawn to football clubs, viewing them as both investment opportunities and platforms for community engagement. The most famous recent example is Ryan Reynolds and Rob McElhenney’s transformative ownership of Welsh club Wrexham, documented in the hit series “Welcome to Wrexham,” which has brought unprecedented global attention to the lower-league club.
This trend matters for several reasons:
Global Audience Expansion: Celebrity owners bring built-in audiences, exposing clubs to demographics that might never have discovered them otherwise. Jordan’s 23 million Instagram followers represent a marketing reach that traditional ownership structures simply can’t match.
Fresh Marketing Perspectives: When done authentically—as Jordan has with Bournemouth—these partnerships can accelerate a club’s international growth while respecting its local roots and traditions. The actor’s focus on design and American market expansion has opened new revenue streams for the club.
Cultural Bridge-Building: The phenomenon reflects football’s evolution as a global entertainment product. As streaming services and social media dissolve geographic boundaries, clubs need ambassadors who can translate their stories across cultures and markets.
Why Celebrity Football Ownership Matters for American Sports Fans
For American audiences increasingly interested in soccer, celebrity ownership provides familiar entry points into the sport. Jordan’s involvement helps Premier League clubs like Bournemouth compete for attention in a crowded U.S. sports market dominated by the NFL, NBA, and MLB. His participation in American-based events like The Soccer Tournament creates touchpoints that make English football more accessible to stateside fans.
Looking Ahead: The Future of Michael B. Jordan and AFC Bournemouth
Michael B. Jordan’s journey with AFC Bournemouth demonstrates how celebrity ownership can evolve beyond financial investment into genuine creative partnership. From his first match appearance to designing exclusive kits to promoting American tournaments, Jordan has consistently found ways to add value that aligns with both his personal brand and the club’s ambitions.
As Bournemouth continues to establish itself in the Premier League, Jordan’s role in expanding the club’s global footprint—particularly in the lucrative American market—will likely grow more important. His involvement offers a blueprint for how athletes and entertainers can meaningfully engage with football clubs, creating win-win scenarios that benefit both parties while enriching the sport’s cultural tapestry.
Whether this model of active celebrity involvement becomes the industry standard remains to be seen. But for now, Michael B. Jordan and AFC Bournemouth are showing that when Hollywood meets the Premier League, the results can be both commercially savvy and creatively compelling.
Stay tuned to Recess Sports Now for more coverage of celebrity ownership in sports, Premier League news, and the intersection of entertainment and athletics.
