AFC Bournemouth has secured a five-year kit agreement with sportswear brand Hummel, starting from the 2026/27 season. The club describes it as a record partnership following a competitive tender process among suppliers.
This deal marks Hummel’s return to the Premier League. The competitive nature of the bidding process highlights how mid-table Premier League clubs with stable ownership and consistent on-field performances have become significant commercial assets in their own right, moving beyond the traditional top six.
Under the agreement, both parties will develop expanded product lines for matchday, training, and lifestyle wear, targeting core supporters as well as broader consumer segments. Additionally, Bournemouth’s superstore is undergoing refurbishment, with completion expected after the 2026/27 season, signaling the club’s intent to boost revenue per fan through an improved 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 secure a non-betting front-of-shirt sponsor ahead of the league-wide ban.
Lars Stentebjerg, CEO of Hummel, emphasized the long-term perspective. “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.”
