Following months of speculation, Everton has announced that it has agreed a club-record, three-year technical partnership with iconic sportswear brand hummel. The deal will see the Danish brand manufacture and supply Everton with bespoke playing, training and travel wear ahead of the 2020/21 season.
Hummel have been announced as the new technical partners of Everton as of the 2020/21 season, in a deal that will see them taking the place of the Toffees’ current partners, Umbro. The Double Diamond has adorned Everton’s shirts since 2014 and will continue the partnership until the end of the 2019-20 season. Hummel, however, have been absent from the Premier League for 13 years, and the news means a welcome return to for the famous chevrons.
Reports suggest that the deal will be worth in region of £8-£10m a season – approximately double what they received from Umbro. The news also follows reports that suggest that Everton could have a completely fresh look, with the hunt for a new sponsor also in full swing.
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.”
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.”
Expect the first Everton x Hummel kits to be unveiled in the coming months.
