English Premier League soccer side Bournemouth have brought in Danish sportswear brand Hummel as their new kit supplier, in a club-record partnership.
The five-year deal will begin with the 2026-27 season and run through 2030-31, with the south-coast club stating the agreement "follows a highly competitive process and represents a significant step in the club's commercial growth."
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Through this new deal, Hummel will produce merchandise ranges stretching across matchday wear, training apparel, and lifestyle collections, while there will also be "enhancements to the club's retail experience," with the Bournemouth superstore to be refurbished at the end of 2026-27.
Hummel replaces Umbro as Bournemouth's kit supplier, which has held the designation since mid-2017. Umbro's current deal with the club started ahead of the 2022-23 season and will end following the conclusion of the 2025-26 campaign.
The current tie-up between Umbro and the Cherries has been valued by GlobalData Sport as worth $1.8 million annually, meaning this new tie-up exceeds that figure.
Lars Stentebjerg, Hummel International's chief executive, has commented: "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.”
Bournemouth's front-of-shirt sponsor, meanwhile, is insurance company Vitality. A deal to that effect was announced last December, with Vitality set to replace betting brand BJ88.
The BJ88 partnership, which began in 2024, was called the biggest in club history, but upcoming rule changes mean that Premier League teams cannot have betting brands as their front-of-shirt partners from 2026-27 onwards.
Other club partners, meanwhile, include Betway, Utilita, SBK, Monster Energy, and ComAve.
Hummel, meanwhile, has other Premier League kit deals in place with both Sunderland and newcomers Coventry City, who will be joining the league next season.
Elsewhere in European soccer, German Bundesliga side Werder Bremen have struck a premium sponsorship deal with MaxAmaze.
That stadium technology firm is now responsible for installing the LED perimeter boards wrapping the middle tier of the club's Weser Stadium.
MaxAmaze will install an LED perimeter board spanning that venue's north, south, and west stands, thus optimising visibility for the other Werder Bremen commercial partners.
Hans-Jörg Otto, managing director of Bremer Weser-Stadion GmbH, has stated: "With MaxAmaze, we have gained an innovative partner who not only impresses with their technology but also shares our long-term vision for the Weser Stadium. The new LED infrastructure is an important building block for making our stadium future-proof and offering our partners attractive presentation opportunities.”
Werder currently sits in 15th place in the 18-team Bundesliga table, six points ahead of the relegation playoff zone with two games left of 2025-26.
Fellow Bundesliga side TSG Hoffenheim have also been commercially active, bringing in Italian sportswear manufacturer Macron as their new kit partner.
A six-year deal is now in place, stretching through the 2031-32 campaign, which includes training gear and leisurewear, as well as matchday kits.
This marks the most significant deal that Macron has struck to date in the German soccer market – the brand has a larger presence across Italy, Spain, and England.
Spanish brand Joma is currently Hoffenheim's kit supplier, and has been since 2019. The last deal between the pair dates back to April 2023.
Hoffenheim have also recently extended their commercial relationship with German financial institution Sparkasse Kraichgau.
That deal entails the brand continuing as the men's team's shirt sleeve sponsor in the DFB-Pokal domestic cup competition.
Sparkasse Kraichgau will also continue to benefit from advertising hoarding branding at the club's PreZero Arena home stadium.
