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Bournemouth ink five-year deal with sportswear manufacturer Hummel


AFC Bournemouth have signed a five-year kit deal with sportswear manufacturer Hummel from the 2026/27 season, in what the club call a record agreement after a competitive supplier tender.


The deal brings Hummel back into the Premier League. The competitive process behind the partnership tells its own story. Mid-table Premier League clubs with stable ownership and consistent on-pitch performance are now serious commercial properties in their own right, well beyond the traditional top six.

Both parties will develop expanded matchday, training, and lifestyle product lines aimed at core supporters and wider consumer segments. Bournemouth’s superstore is also being refurbished, with completion scheduled after the 2026/27 season, signalling that the club intend to drive revenue per supporter through both product range and retail infrastructure.

Jim Frevola, President of Business Operations at AFC Bournemouth, said, “This is a hugely significant partnership, reflecting 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.”

The first kit under the deal will continue to feature Vitality on the front, following Bournemouth’s early move to lock in a non-betting front-of-shirt sponsor ahead of the upcoming league-wide ban.

Lars Stentebjerg, CEO of Hummel, made the case for the longer view. “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, added, “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.”
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