AFC Bournemouth has committed to improving its communication practices after facing backlash regarding the handling of matchday staffing changes for the 2026-27 season. Long-serving staff members expressed concerns about the way they were informed that their services would no longer be required, particularly through an email sent by the safety team just two weeks before the season commenced.

In an official statement, the club acknowledged that the communication did not meet the standards expected. They stated:

"People who have given many years of service to AFC Bournemouth deserve to be treated with appreciation and respect."

The club intends to reach out directly to those affected to address their concerns and review individual circumstances. Bournemouth, known as the Cherries, has experienced a remarkable journey from League Two to the Premier League, achieving promotion in 2015 and returning to the top flight in 2022 after a brief relegation.

In their statement, the club emphasized the importance of both necessary staffing changes and respectful communication:

"We should have handled this better, and we will do better."

Reports highlighted a specific case where a staff member with nearly 60 years of service received a four-paragraph email, which many deemed a "disgusting approach." The message concluded with thanks for their commitment and well-wishes for the future.

Following the backlash, the club reached out to the affected individual, who had been working in the car park, and offered him a position in a different area for the upcoming season.