Everton has announced the biggest commercial deal in the Club's 131-year history.

The Goodison Park Club has signed a 10-year agreement with Kitbag Limited, Europe's leading online sports retailer, to provide exclusive retail services on a global basis. The new agreement is expected to generate in excess of £30 million over the duration of the contract.

In addition to the deal with Kitbag, the new retail arrangement for Everton includes a sports marketing agreement of up to five years with Le Coq Sportif which will generate £3 million.

Kitbag Limited, whose existing portfolio of clubs includes Manchester United, Barcelona and Real Madrid, will operate under a bespoke Everton retail brand and will be directly responsible for high street shopping, mail order and the Club's online store.

Their vast experience in online sports retail will see the introduction of one of the most innovative football shopping web platforms in existence.

The deal will also mark a spectacular return for Everton retail in Liverpool City Centre with the opening of a new flagship store in the £920 million Liverpool One complex.

The new City Centre outlet will be the sister store of a fully refurbished retail operation at Goodison Park.

Chief Executive Officer, Robert Elstone said: "This new and exciting partnership represents real and tangible progress in the retail arena for Everton. It is, and will remain, a key area of the Club's overall business and therefore it was crucial to find the right partner. I believe we have done that with Kitbag Limited.

"Their pedigree in sports retail is first class - there is a refreshing progressiveness and ambition about their organisation and the way in which they run their business - one that I believe compliments ours.  It will undoubtedly benefit Everton and our supporters for many years to come.

"There has been a significant amount of investment in this partnership from Kitbag already and it further demonstrates the ambition to improve our retail brand, our product ranges and customer service levels."

Ray Evans, Managing Director of Kitbag Limited, said: "We are extremely excited to have the opportunity to bring Everton fans a product offering through truly innovative retail environments that will reflect the heritage, passion and ambition that encompasses this football club.

"Our business employs very talented people who have great experience and fully understand the football club retail business - but most of all and crucially Kitbag people are all passionate football fans."

"Our capital investment into the Everton retail business is the single largest club partner investment in the history of our company. We are very much looking forward to revealing our plans and commitments to this business over the coming weeks."

Le Coq Sportif

The Le Coq Sportif brand - worn 25 years ago during the Club's most successful season - will be the official and recognised technical partner and the brand on the 2009/10 Everton home shirt that goes on sale in June.

Mr Elstone added: "Le Coq Sportif has a proud heritage, very closely aligned to Everton and we are delighted to be back amongst their stable.

"We are excited by the range and quality of products to be provided under the Le Coq Sportif umbrella and are confident, especially when fans see our new home shirt in June, that they'll agree we're at the start of a great, new sportswear partnership."

David Tolman, Managing Director of Focus International, licensee for Le Coq Sportif, said: "Le Coq Sportif was associated with Everton back in the glory years of the mid 80s and we are delighted to renew this relationship at a time when the Club is enjoying such a renaissance. The combination of the heritage values of both the club and Le Coq Sportif will deliver a powerful proposition for the fans."

Everton's new retail arrangement sees the Club part company with JJB Sports with whom they have enjoyed a strong and mutually beneficial relationship since 2004.

JJB Sports PLC will close the existing online store (evertonfc.com/megastore) and mail order at the end of trade (5pm) on Friday May 1, 2009 and the Club Megastore at Goodison will close on Sunday May 31, 2009.

Mr Elstone added: "Everyone at Everton has enjoyed the past 5 years working with JJB Sports.  We would like to thank them for their continued support since 2004, particularly during recent, challenging economic times and wish them every success in the future.

"The Club would also like to place on record our thanks to Umbro.  They have supported the Club with top quality product throughout the period of our partnership.  We have enjoyed a resurgence in our fortunes on the field under the Umbro brand and we hope they bring us a final piece of good luck in the FA Cup Final at Wembley."


Comments (21)

  1. Joe Barbieri

Comments would be appreciated :smile:

  1. Green Army

hmmm not a bad effort!<br />butt i do like the orange ginsters logo tht has been on the shirts for the last 6 + years.<br />also it would be nice to have a little bit of white in there but o well!<br />overall though, not bad atall!<br /><br />keep her green

  1. Paul - curswine

It&#039;s a bit too St. Etienne not Plymouth.<br /><br />I always think of Plymouth with quite a dark shade of green and white details. But maybe a bit of Orange could be added, but only a touch or it would spoil it. Orange only because it is very prominent on a lot of Argyle away kits.<br /><br />Or a devonshire cross somewhere to show some regional identity.<br /><br />Just how I&#039;-) put my own original slant on it.

  1. Joe Barbieri

Thanks for the constructive criticism, I&#039;ll have another go. Been meaning to ask you Green Army, what did you make of Pulis when he was at your place?

  1. Guest

Well, didn&#039;t really do anything wrong for us. Kept us at mid table which isn&#039;t bad for a club who has little money! Seems like he&#039;s doin well for you tho, because he left for you so he&#039;s at the place he wants to be. <br />Cheers, hope you stay up this year!

  1. fsc

Danwho! you will be shocked to hear this!! i like this LCS design! haha.<br />Liking the take on there past kit but a little more up to date. All i wished they did was make a Wolves kit like this but you can\'t win them all.

  1. fsc

This news it great. Le Coq Sportif are quality and I love nearly every kit they make.

  1. fsc

So.. Everton signed a 10 year deal with Kitbag for £30million i.e. £3m per season<br /><br />and<br /><br />a 3 year contract with Le Coq Sportif worth £3m with an option to extend deal 2 years?<br /><br />Man City signed a 4 year deal worth £10m not so long ago (before the takeover), surely Everton should be able to achieve that?<br /><br />It looks like the rumours that Le Coq Sportif offered the most up front are true.

  1. danwho

And here i was thinking Sandwell Town had a better chance of winning the Double than Lu3y loving a LCS kit!<br /><br />It is a good kit. Good luck to the Toffees! :cheer:

  1. fsc

No wonder why Everton will always be Liverpool\'s No. 2 team<br /><br />LCS sucks!!!!!!!!!!!!!!!!!

  1. fsc

:-x fukin disgustin i cant believe were goin wif le coq sportif i always get the home kits but im deffo not gettin this 1

  1. fsc

that kit is ****e,you will look like a whopper in it .when will everton realise that nike and adidas will always sell more than any other,the designers of some of these companies dont have a clue.

  1. fsc

i got to be honest it doesnt look very nice, but like always i think they always look better when you see them face to face soo

  1. fsc

For all those slagging LCS, I just say get a clue. They offered the most cash and unfortunately that is how the game is now. If you take a look at the above picture it is the same design as the shirt from 1984/85 when we had our most successful period. <br /><br />Also if you did your research you would realise that the deal on the main involves kitbag, these are also involved heavily with the merchandising of Man united, Barcelona and Real Madrid, now who can tell me they don\'t have a great distribution centre.<br /><br />I personally don\'t care who\'s name is on the shirt as long as those wearing it are performing well.

  1. fsc

:s not too sure on this kit.. but it usually looks better when its being worn..LCS does offer good money up front aswel.. but i really think the away kit is smart

  1. fsc

Back to the good old days and maybe an omen for the FA cup. We didnt like LCS in the 80s either there kit always caused a bit of debate the collar and not enough blue in the home kit!!!! Guess what we won almost everything with them COYB!!!!!!

  1. fsc

ya never know like ... cud jus a starter or tease ... i rekon they will wear it tonight against west ham if its real

  1. fsc


  1. fsc

Really love the new kit. Ive got one of the 1980s hafnia lcs shirts and if its anything like that Im defintely going to buy one!!! COYB!!!!

  1. fsc

kits ok it looks like the 1 from the 80s dnt like the white v though reckon thay bring a bright colour out though like the eluminis yellow that 1 was sound my little lad looked boss in it :woohoo:

  1. fsc

omg its well classy i can jus c stevey p,mikel,moutinho,timmy cahill and jags lookin the bomb in it.....COYB!!!!!

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