Everton FC agrees record-breaking kit deal

Danish sports brand hummel replaces current Everton kit partner Umbro and the three-year deal will begin before the start of the 2020/21 Premier League season. Tony McDonough reports

Everton
Everton has partnered up with hummel in its new kit deal

 

Everton Football Club has agreed a record-breaking kit deal with sportswear brand hummel which is believed to be worth double its current deal.

Umbro has been the Blues’ kit sponsor for the last six seasons and that deal was worth between £4m and £5m a year. The club has not disclosed the value of the three-year hummel deal but it believed to be worth £8m to £10m a year.

As technical partner, hummel will kit out Everton’s men’s, women’s and academy squads as well as the club’s coaching and Everton in the Community staff with bespoke playing, training and travel wear. The deal will begin before the start of the 2020/21 Premier League season.

Everton FC chief executive, Denise Barrett-Baxendale, said: “This announcement marks the start of an exciting new commercial relationship as we welcome hummel to Everton. It is really important that we drive maximum value from our commercial deals and this is a Club-record deal for a technical partnership for Everton.

“It is also important we work with brands that share our ambition and we have all been impressed with hummel’s originality, commitment to quality and vision to challenge expectations. We look forward to working with them to deliver our players and supporters an exciting range of products over the coming years.”

Denise Barrett-Baxendale
Denise Barrett-Baxendale, chief executive of Everton FC

 

Founded in 1923, Danish sportswear brand hummel are one of the oldest team sport brands in the world with an long footballing heritage. The deal will see the Blues become hummel’s global flagship club partner.

Allan Vad Nielsen, chief executive of the company, said: “hummel is excited and honoured to partner with Everton. Entry into the Premier League is integral to our ambitious growth plans, international expansion and focus on sport.

“Timing is also perfect as it is the 50th anniversary of club legend Alan Ball introducing hummel to the UK market with his legendary white boots. Everton enjoys a massive following both domestically and globally, providing a fantastic engagement platform and positive outlook going forward.

The deal comes as Everton look to start work on a new £500m stadium in Liverpool’s northern docklands. The club plans to move out of its Goodison Park home and into the arena at Liverpool Waters in time for the 2023/24 Premier League season.

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