Everton have agreed a club-record deal for kit sponsorship with Hummel, according to their official club website. Hummel replaces Umbro as their kit sponsor, despite them signing a multi-year technical partnership in March 2019. According to Paul Joyce, the deal is worth around £9m a season on a three-year deal.
Hummel to Sponsor Everton Kit in Club-Record Deal
Statement from Everton Chief Executive
Denise Barrett-Baxendale made the following statement regarding the deal: “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.”
Thus, Everton are doing their best to boost their revenue where they can. This is becoming increasingly more important in these times of crisis. Whilst Everton did have a deal in place with Umbro, this record deal clearly proved tempting. For now and until the end of the season, Umbro will remain the kit sponsor.
Hummel
Hummel were founded in 1923, in Germany. Thus, they are one of the oldest sportswear companies in existence. Their company name is translated as “Bumblebee.” They have previously sponsored the likes of Real Madrid, Tottenham Hotspur, Aston Villa. At the moment, they sponsor lower league English clubs such as Coventry and Cambridge United.
Adam Jones points out an interesting coincidence; ex- Everton player Alan Ball was the first player to wear white boots in the UK. These football boots were made by Hummel.
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