Steven Mark Fletcher is an English retired footballer who played as a forward for AFC Bournemouth, where he holds the club record for appearances and is currently an assistant manager for the Premier League side.

AFC Bournemouth is a professional association football club based in Kings Park, Boscombe, a suburb of Bournemouth, Dorset, England. The club competes in the Premier League, the highest division of English club football. Formed in 1899 as Boscombe, the club adopted their current name in 1971. Nicknamed "The Cherries", Bournemouth have played their home games at Dean Court since 1910. Their home colours are red-and-black striped shirts which have been a tradition dating back to the club's establishment.