Everton sign new kit deal with Hummel

21 May 2020

By: Sport Industry Group

Everton has announced that sportswear brand hummel will become the club’s new Technical Partner, providing the team with kits from the 2020/21 season and beyond.

The three-year agreement will see the brand manufacture and supply Everton with bespoke playing, training and travel wear ahead of the 2020/21 season, while current partner Umbro - which has been a partner of the club since 2014 - will finish the current 2019/20 campaign should the games eventually take place..

Hummel will provide kit for the club’s men’s, women’s and academy squads as well as the team’s coaching and Everton in the Community staff. 

“This announcement marks the start of an exciting new commercial relationship as we welcome hummel to Everton,” said Denise Barrett-Baxendale, CEO, 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.”

Allan Vad Nielsen, CEO, hummel, 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.”

According to Everton, hummel will join the club and its official retail partner, Fanatics, in helping deliver official products globally. Fanatics currently operates the club’s Everton One and Everton Two retail stores as well as Everton’s official online store.