Following a record-breaking deal three-year kit supply deal with Danish sportswear brand, hummel, Everton FC reports both new home and away kits are the fastest-selling ever. Tony McDonough reports
Everton FC’s new away kit for the 2020/21 season is the fastest-selling away strip in the club’s history.
In May, Everton announced that it had agreed a three-year kit supply deal with Danish sportswear brand, hummel. Replacing its previous deal with Umbro, the contract with hummel is believed to be worth up to a record £10m a year.
The following month the Blues agreed a multi-year short sponsorship deal with Digital car purchasing platform, Cazoo, replacing previous main sponsor SportPesa. The release of the new home kit last month saw record-breaking sales and now the new amber and blue hummel away strip has followed the its lead.
The classic amber jersey, inspired by the kits worn by the Everton sides of the late 1960s and early 1970s and featuring hummel’s chevrons across the shoulders and sleeves, was launched on Friday, August 7, to excitement and praise from fans across the globe.
According to the Everton’s official retail partner, Fanatics, online launch day orders for the 2020/21 away shirt were more than double those made on last season’s pre-order away kit launch day.
The 2020/21 jersey beating sales for last year’s first day of sales by lunchtime on Friday, just four hours after being revealed. The overall first day online sales were 44% higher than the previous record day for an away shirt launch.
The record-breaking sales of the 2020/21 away kit follow the launch of the 2020/21 home kit on July 3, when just four hours after pre-orders of the club’s new home kit began, sales had surpassed the full opening day figures for each season over the past decade.
Sales for the away kit have been global, with fans around the world waiting in anticipation after hummel released a teaser video two days before the launch.
It featured the Holy Trinity statue outside Goodison Park bathed in an amber light. Launch day for the away kit saw the club and hummel reveal a video charting the history of the Everton amber kit and what it means to Evertonians around the world.
Alan McTavish, commercial director at Everton FC, said: “After our home shirt became the fastest-selling in the club’s history, we are equally delighted that our away kit is also a record-breaker and has been such a hit with fans.
“Having not just one, but two record-breaking kits is testament to the effort that hummel has put in to working with us and understanding our fanbase and to the work of Fanatics in ensuring that our sales and distribution is able to cater to such great demand.”