AFC Bournemouth has announced a landmark multi-year partnership with Hummel, marking a club-record kit deal. This announcement garnered attention via a publicity stunt, featuring an ice block at Bournemouth pier that melted to reveal the club’s badge and Hummel logo. The collaboration will enhance matchday wear, training gear, and lifestyle collections, as well as improve the club’s retail experience, including a refurbishment of the superstore. AFC Bournemouth’s president expressed excitement about the partnership and its alignment with the club’s ambitions, while Hummel’s representatives emphasized their commitment to connecting with the club’s dedicated fanbase.
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