AFC Bournemouth land club-record hummel kit deal

AFC Bournemouth have signed a multi-year kit supply agreement with Danish sportswear brand hummel, a club-record deal that will begin from the 2026–27 season and is intended to strengthen the club’s commercial platform around retail, apparel and fan engagement.The partnership will see hummel replace Umbro as the club’s technical partner after a period that began in 2018–19, ending one of Bournemouth’s longest modern kit arrangements.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.”The deal is set to run for five seasons, until 2031, with hummel supplying playing kits alongside training, pre-match and travel ranges, plus additional lifestyle product drops aimed at broadening demand beyond matchdays.Financial terms were not disclosed, although the club described the agreement as a record contract, signalling a step-change in guaranteed income and or retail upside compared with previous arrangements.Kit supply agreements have become a core commercial lever for Premier League clubs as they seek to lift per-fan merchandise spend, expand international shipping and improve the speed at which new ranges reach both club shops and online channels.The switch also gives Bournemouth a reset point for product strategy, including how much of the range is bespoke versus templated, how quickly capsule collections can be launched, and how effectively the club can use content and player activation to drive direct-to-consumer sales.hummel has expanded its footprint in English football in recent seasons, positioning itself as a challenger brand with an emphasis on design-led releases and lifestyle extensions that can perform outside the traditional replica cycle.For Bournemouth, the commercial priorities will include ensuring clean supply chain execution in the first launch window, maximising margin through the club’s retail operations, and using the new partnership to increase visibility for sponsors tied to the kit and trainingwear inventory.The first hummel Bournemouth kits will be released ahead of the 2026–27 campaign, with further product ranges expected to roll out across the season as the partnership moves from technical supply into broader fanwear and community-facing activations.