Everton FC has agreed a Club-record technical partnership with iconic sportswear brand Hummel, worth an estimated £10 million a year.

The three-year agreement will see hummel manufacture and supply Everton with bespoke playing, training and travel wear ahead of the 2020/21 season. As technical partner, hummel will kit out the Men’s, Women’s and Academy squads as well as the Club’s coaching and Everton in the Community staff.

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

Everton 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.”

Umbro has been Everton’s technical partner since 2014 and will continue the partnership until the end of the 2019/20 season.

hummel 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.”

Sasha Ryazantsev, Everton’s Chief Finance and Commercial Officer, added: “hummel is a well-established and respected brand in the world of football that puts fans at the heart of the product. Throughout our discussions, their commitment and passion for our Club and our values was very impressive. This is an exciting partnership because of the shared vision we have for the future of the Club.”

hummel will join the Club and its official retail partner, Fanatics, in helping deliver official products to Everton fans, wherever they are in the world. Fanatics, the global leader in licensed sports merchandise, currently operate the Club’s Everton One and Everton Two retail stores as well as evertondirect, the Club’s official online store.

Commenting on the announcement, Fanatics UK General Manager, Danny Downs, said: “We have a fantastic long-term relationship with Everton and we are delighted that an iconic brand like hummel has joined the partnership. We are looking forward to working with hummel, who have a proud heritage in European football and who I am certain will produce a fantastic range of merchandise and kits that Everton fans will love throughout the coming years.”

hummel is represented by its exclusive licensee Elite Group, specifically for its ‘Sport’ category, in the UK and Ireland.

An update on when Everton’s new 2020/21 playing, training, travel and leisure wear will be available to purchase will made in the coming weeks.


Comments (2)

  1. Easterbeds

Just read this article...

Alan heard a rumour that the boot manufacturer Hummel, were looking for a professional to wear their white boots and were prepared to pay £2,000. He took them up on the deal, only to be disappointed, he said

“To be honest lads they were crap, like cardboard, so I got the young apprentices to paint my Adidas football boots white. It was great, till one day it rained and the black came through. A not too happy watching Hummel rep saw what I’d done so I said goodbye to the two grand.”

  1. Superhoop    Easterbeds

Stan Bowles at QPR famously signed separate boot deals within a week with both Puma and Adidas, and just wore one on each foot for a couple of matches until Puma complained.

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