Cherries go inside hummel's Denmark HQ | Brand ethos, illustrious history and INSANE kit collection

AFC Bournemouth recently announced that Danish sportswear brand hummel would become their official kit supplier for the 2026/27 season and beyond in a club-record kit deal.

As part of the exciting new partnership, AFCBTV flew over to hummel HQ in Aarhus, Denmark with club legend Steve Fletcher to have a tour of the facilities with Sponsorship Marketing Lead Jonas Johansen, who gives a detailed insight into hummel's renowned history of providing kits for the biggest clubs in the world, and offers a view into the future of the partnership between the brand and the Cherries.

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AFC Bournemouth were formed in 1899 and have enjoyed a remarkable journey in English football. From coming close to going of existence under 20 years ago, the club has risen to compete on the biggest stage, the Premier League.

Today, we continue to contend among the top teams while staying true to our history and community.