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AFC Bournemouth have announced a landmark long-term partnership with the Danish sportswear brand, Hummel, in what the Premier League club has described as the biggest kit manufacturing agreement in its history.
The five-year deal will see Hummel become Bournemouth’s official kit supplier from the 2026-27 season, ending the club’s eight-year association with Umbro. The agreement will run through to the conclusion of the 2030-31 campaign and represents a significant step in Bournemouth’s broader commercial expansion strategy as the club continues to grow its presence both domestically and internationally.
As part of the partnership, Hummel will design and manufacture Bournemouth’s matchday kits, training wear, travel apparel, and lifestyle collections. The agreement also includes plans to enhance the club’s retail and merchandising operations, including upgrades to the club superstore following the launch of the new range.
Jim Frevola, AFC Bournemouth’s President of Business Operations, said, “This is a hugely significant partnership for the club and one that reflects the progress we are making across all areas of the business. Hummel stood out through a highly competitive process, not only for the quality of their products but for their understanding of our vision and their commitment to building a long-term, collaborative relationship. We’re excited about what we can achieve together in the years ahead.”
Lars Stentebjerg, CEO of Hummel International, added, “We are incredibly proud to partner with AFC Bournemouth in what is a landmark agreement for both parties. The club’s journey, ambition, and challenger mindset align perfectly with Hummel’s DNA. We are especially excited to connect with the club’s passionate fanbase and to create products and experiences that truly resonate with them. This partnership is about much more than kits – it’s about building something meaningful together over the coming years.”
Neil Burke, CEO of Hummel UK, continued, “AFC Bournemouth is a fantastic club with a loyal and passionate following, and we are thrilled to be joining them on this journey. From day one, there has been a strong cultural fit and a shared ambition to grow and innovate. We look forward to working closely with the club and its supporters to deliver collections that fans can be proud of, both on matchdays and beyond.”
The announcement arrives during a major commercial transition period for Bournemouth, with the club also set to introduce Vitality as its new front-of-shirt sponsor ahead of the Premier League’s upcoming ban on gambling sponsorships on matchday shirts.
The partnership was unveiled through a viral social media campaign featuring a giant melting ice block containing the Hummel logo, generating widespread engagement among supporters online.
The agreement marks another important commercial milestone for Bournemouth as the club looks to strengthen its long-term position on and off the pitch in the Premier League.
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