AFC Bournemouth have secured a new five-year kit partnership with Hummel starting from the 2026–27 campaign, following a highly competitive tender process.

The Danish manufacturer will take over from Umbro, ushering in a fresh chapter for the club, which will also feature two new shirt sponsors next season.

Vitality is set to become the primary sponsor, replacing BJ88 ahead of the Premier League’s forthcoming ban on betting-related sponsorships.

Cherries today signalled the first part of the switchover with a nod so some of the iconic moments fans have experienced whilst players have adorned the Umbro kits...