Everton signs ‘club-record’ kit deal with Hummel

Everton Football Club has revealed that Danish sportswear firm Hummel will manufacture and supply the Premier League side’s player, training and travel wear ahead of the 2020/21 season.

The three-year deal sees Hummel become Everton’s new technical partner with the deal being described as a ‘club-record’ agreement by Carlo Ancelotti’s side. According to The Telegraph, Everton’s latest sponsorship is estimated to be worth £10m a year. 

Moreover, Hummel’s kit deal will apply to the side’s men’s, women’s and academy squads as well as the club’s coaching and Everton in the Community staff.

Everton Chief Executive, Denise Barrett-Baxendale, stated: “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.”

The Premier League side’s latest deal ends its partnership with Umbro which started in 2014. However, Everton confirmed that the club will continue to use Umbro’s kits until the 2019/20 season is officially concluded, despite the campaign currently being suspended due to the global health pandemic. 

Hummel has partnerships with an array of English sides, such as EFL Championship team Middlesbrough and League One club Fleetwood Town, whilst also securing European deals with S.C. Braga and Brøndby IF. Nevertheless, this is the sportswear brand’s only Premier League sponsorship and as such will bring the manufacturer’s kits to a whole new global audience.

The Danish brand’s CEO Allan Vad Nielsen 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.

“We have great faith in Everton’s future plans, the club’s impressive history and its many passionate fans – all providing a perfect fit for the Hummel brand. We look forward to playing an active role in helping write the next chapter of the club’s illustrious history.”

Everton and Hummel will also collaborate with the club’s official retail partner, Fanatics, to ensure that its kits will be delivered globally and also in the Premier League side’s retail stores.