AFC Bournemouth signs record deal with Hummel

English football club AFC Bournemouth has announced a new multi-year partnership with Danish sportswear brand, Hummel. Hummel will take up the role of Bournemouth’s Official Kit Supplier for the next five-year as part of a record deal for the club. Hummel will provide the club with their match day kits, training wear and also special lifestyle collections, which will also be available to the public in due course. The partnership will kick off in the summer of 2026 and Hummel will also have branding on the matchday, training kits along with other club assets. 

Jim Frevola,  President of Business Operations, 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, 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.”