Bournemouth have announced a new kit partnership with Hummel, ending their arrangement with Umbro. The agreement brings the Danish manufacturer — best known for its chevron-striped designs and a heritage stretching back to the 1920s — into the Premier League, where it has had limited recent presence. Footy Headlines reported the deal.
The Cherries have been among the more commercially active clubs in the Premier League's lower tier over recent seasons, and a switch in kit supplier is a significant element of any club's commercial portfolio. Terms of the agreement, including its length or any financial details, have not been disclosed.
Hummel has maintained a strong foothold in Scandinavian football and has supplied a number of European clubs over the years, but a Premier League partnership represents a meaningful step up in visibility for the brand. For Bournemouth, the move signals a shift in commercial direction after their time with Umbro, the British manufacturer that has supplied a number of English clubs across the top divisions.
The timing of the announcement positions Hummel to begin producing matchday and training kit ahead of a forthcoming season, though no designs have yet been made public. Supporters can reasonably expect the new supplier's aesthetic — typically characterised by its distinctive side chevrons — to inform whatever direction the club's new strips take.
Bournemouth's continued presence in the top flight has made them an increasingly attractive proposition for commercial partners, and the Hummel deal is likely to be read in that context. Whether the partnership extends to a wider brand collaboration beyond kit supply has not been confirmed.