AFC Bournemouth Announces Record-Breaking Hummel Kit Deal for 2026/27

AFC Bournemouth has officially ushered in a new era on the South Coast, confirming Hummel as the club’s new kit supplier. The renowned Danish sportswear brand will replace Umbro, who had manufactured the Cherries’ kits since 2017.

Here is everything fans need to know about the fresh partnership ahead of the 2026/27 Premier League campaign.

The Details of the Deal

Following a highly competitive tender process, the Cherries secured a lucrative, long-term agreement that will shake up their visual identity on the pitch.

• Club-Record Contract: The new partnership is a multi-year deal spanning five years, marking a record-breaking commercial milestone for the club.

• Timeline: The iconic Hummel chevrons will officially debut on Bournemouth’s home, away, and third kits starting in the 2026/27 season.

• Expanded Merchandise: The agreement promises an increased range of bespoke matchday wear, training apparel, and fan-focused lifestyle collections.

• New Main Sponsor: Coinciding with the manufacturer switch, Bournemouth is replacing their front-of-shirt gambling sponsor, BJ88, with Vitality. This proactive move arrives just in time for the Premier League’s impending ban on front-of-shirt betting sponsors.

A Unique “Ice Block” Reveal

Bournemouth opted for a highly creative marketing stunt rather than a standard press release to tease the new deal. Over the weekend, the club placed a massive block of ice on Bournemouth Pier. As the ice slowly melted in the sun, it gradually revealed the AFC Bournemouth crest alongside the classic Hummel logo, generating significant buzz across social media before the official confirmation.

A Shared Vision

Both the club and the manufacturer have highlighted a shared “challenger mindset” as the driving force behind the new collaboration.

“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 club’s journey, ambition, and challenger mindset align perfectly with Hummel’s DNA. This partnership is about much more than kits – it’s about building something meaningful together.” — Lars Stentebjerg, CEO of Hummel International

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