AFC Bournemouth has signed a five-year kit partnership with hummel, making the Danish brand the club’s official kit supplier from this summer through the end of the 2030/31 season. The deal, won after a competitive process, aims to expand the club’s commercial offering with broader matchday, training and lifestyle ranges, retail improvements including a superstore refurbishment, and long-term collaboration aligned with both parties’ growth ambitions.
AFC Bournemouth have confirmed a new 5-year kit partnership with hummel , with the Danish sportswear brand becoming the club’s official kit supplier from this summer in a deal expected to run through to the end of the 2030/31 campaign. The agreement follows a highly competitive process and represents a significant step forward in the club’s commercial growth, aligning with its ambitions both on and off the pitch. The partnership is built on a strong fit between the club and hummel, with both parties sharing a challenger spirit, a commitment to innovation and a clear ambition to grow. Supporters can expect a wider product range across matchday wear, training apparel and lifestyle collections, alongside improvements to the club’s retail experience, starting with the refurbishment of the club superstore at the end of the 2026/27 season. The AFC Bournemouth 2026/27 kits will feature long-standing partner Vitality on the front of the shirt, following the club’s earlier announcement ahead of next season’s front-of-shirt betting ban. The new hummel partnership will officially begin this summer, with further details on the kit launch and retail developments to be confirmed in due course. Jim Frevola, AFC Bournemouth’s President of Business Operations, shared his delight at the deal: “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, also commented: “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, 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.” ​​
Curated by Taleb Kabbara · Source: www.footballshirtculture.com
AFC Bournemouth, hummel, Vitality, Hummel International, Hummel UK, Bournemouth
AFC Bournemouth: AFC Bournemouth is an English football club that has confirmed a new 5-year kit partnership with hummel making the brand the club’s official kit supplier from this summer through the end of the 2030/31 campaign.
hummel: Hummel is a Danish sportswear brand that will become AFC Bournemouth’s official kit supplier from this summer under a 5-year partnership running through the 2030/31 campaign.
Vitality: Vitality is a long-standing partner of AFC Bournemouth and will appear on the front of the club’s 2026/27 shirts.
Hummel International: Hummel International is the corporate entity whose CEO, Lars Stentebjerg, commented on the partnership with AFC Bournemouth and whose partnership with the club is described as a landmark agreement.
Hummel UK: Hummel UK is the UK arm of hummel whose CEO, Neil Burke, commented on joining AFC Bournemouth and the shared cultural fit and commercial ambitions.
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