No More Umbro: Bournemouth to Sign Hummel Kit Deal From 2026-27 Season

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by PTG

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Hummel Kit Deal: Bournemouth has agreed to a five-year kit sponsorship deal with Hummel starting in the 2026-2027 season, marking the first time Hummel has manufactured kits for the club.
End of Umbro Era: The deal with Hummel signals the end of Umbro's kit supply partnership with Bournemouth, which began in the 2018-19 season.
Vitality as New Sponsor: Vitality, the stadium naming rights holder, will replace BJ88 as the main shirt sponsor due to the upcoming Premier League ban on gambling sponsors.

Major changes are coming to the kits of AFC Bournemouth. According to an exclusive report published two days ago by SportBusiness, the Premier League club is set for a complete brand overhaul, waving goodbye to their long-term kit maker.

Bournemouth to Sign Hummel Kit Deal From 2026-27 Season

As reported by SportBusiness, Bournemouth has agreed to a brand-new, five-year kit sponsorship deal with Danish sportswear brand Hummel, which will officially commence from the 2026-2027 season.

This new agreement marks a historic first for the club, as Hummel has never previously manufactured kits for Bournemouth in their entire history.

This impending deal also means the end of a significant era. Umbro has been supplying Bournemouth's kits since the 2018-19 season, producing a wide variety of bespoke and memorable designs. However, with this new Hummel contract set for 2026, Umbro will unfortunately fall just short of completing a full decade of partnership with the Cherries.

Vitality to Replace BJ88 Ahead of Gambling Ban

Vitality - who already holds the naming rights to the club's stadium, will replace current sponsor BJ88. This proactive move comes as Premier League clubs prepare for the impending ban on front-of-shirt gambling sponsors, ensuring Bournemouth transitions smoothly to a compliant, family-friendly brand.