AFC Bournemouth Secures Club-Record Kit Deal With hummel in Five-Year Partnership.

Roger Hampel

Image: AFC Bournemouth

AFC Bournemouth has signed a five-year kit partnership with hummel in what the club describes as a record agreement, following a competitive supplier selection process. The deal represents a step change in Bournemouth’s commercial trajectory, positioning merchandise and retail as key growth drivers over the next cycle.

The partnership will begin from the 2026/27 season and replaces the club’s previous kit supplier, with hummel entering the Premier League ecosystem through a long-term agreement tied to product development, retail expansion and brand positioning.

Record Deal Reflects Commercial Progress AFC Bournemouth

The agreement is described internally as a club-record kit deal, underlining the growth of Bournemouth’s commercial operations in recent seasons. The competitive tender process behind the partnership indicates increased market interest in clubs outside the traditional top tier, particularly those demonstrating consistent sporting and organisational progress.

Product Expansion and Retail Investment

Both parties will develop expanded product lines across matchday apparel, training wear and lifestyle collections, targeting both core supporters and wider consumer segments.

A central component of the agreement is the refurbishment of the club’s superstore, scheduled for completion after the 2026/27 season. The upgrade is expected to enhance in-store experience and support higher transaction volumes, linking product expansion with retail infrastructure.

This integrated approach signals a shift toward maximising revenue per supporter through both product range and distribution.

Market Positioning

The partnership is built around a shared positioning as challenger brands, with both Bournemouth and hummel targeting growth through differentiation rather than scale alone.

The first kit under the new partnership will continue to feature Vitality as front-of-shirt sponsor, following the club’s early move to address the upcoming ban on betting sponsorships in that position.

Executive Comments

Jim Frevola, President of Business Operations at AFC Bournemouth, highlighted the strategic importance of the deal, speaking via the club’s official website:

“This is a hugely significant partnership… reflecting the progress we are making across all areas of the business.”

Lars Stentebjerg, CEO of hummel, emphasised the long-term nature of the collaboration:

“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, pointed to the cultural alignment between both parties:

“There has been a strong fit from day one and a shared ambition to grow and innovate.”