AFC Bournemouth has agreed a five-year kit supply partnership with Hummel, SportBusiness has learned. The deal will begin with the 2026–27 season and runs through to 2031, marking a long-term commercial commitment between the Premier League club and the Danish manufacturer.
The agreement adds Bournemouth to Hummel’s growing portfolio of clubs and national teams, as the brand continues to position itself within top-tier European football through strategic, visible partnerships.
For Bournemouth, the deal represents an important commercial step as the club looks to strengthen its revenue streams in line with the increasing financial demands of the Premier League. Kit supply deals remain one of the most consistent and high-value sponsorship categories in football, combining guaranteed revenue with global retail exposure.
While financial terms have not been disclosed, long-term kit deals typically include a combination of fixed annual payments, performance-related bonuses and revenue-sharing elements tied to merchandise sales.
The partnership also reflects a broader trend of clubs seeking stability through multi-year agreements, particularly as kit manufacturing rights become increasingly competitive across Europe’s top leagues.
For Hummel, the deal reinforces its strategy of working with clubs that offer strong identity and visibility, while continuing to build presence in the English market.