Bournemouth seal club-record Hummel deal
English football club AFC Bournemouth have signed a club-record agreement with Hummel, which has seen the Danish brand become their official kit supplier.
The five-year partnership will officially commence ahead of the 2026/27 season. The agreement includes increased ranges across matchday wear, training apparel, and lifestyle collections. Hummel has also committed to overseeing enhancements to the club’s retail experience, including the refurbishment of the club’s superstore.
AFC Bournemouth’s 2026/27 kit will feature long-standing partner Vitality as the front-of-shirt sponsor, as the club became the first to combat next season’s upcoming front-of-shirt betting ban.
Jim Frevola, President of Business Operations of AFC Bournemouth, 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, said, “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, said, “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.”
