The five year deal will begin in the 2026/27 season when the Cherries will hope to be playing European football as they currently occupy 6th place.

In a statement on the club's website Jim Frevola, AFC Bournemouth’s President of Business Operations, shared his delight at the deal: “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, also 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.”

The 2026/27 kit will feature long-standing partner Vitality, after the club became the first to combat next season’s front-of-shirt betting ban with its announcement.