Updated Everton have agreed a club-record technical partnership with sportswear brand Hummel International Sport & Leisure A/S.
The 3-year agreement, worth reportedly double the previous deal with Umbro, will see the Denmark-based company manufacture and supply the club with its playing strips, training and travel wear ahead of the 2020-21 season.
Founded in 1923, Hummel are one of the oldest team sport brands in the world and the deal will see the Blues become Hummel's global flagship club partner.
“This announcement marks the start of an exciting new commercial relationship as we welcome hummel to Everton,” Everton CEO Denise Barrett-Baxendale said.
“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.”
Meanwhile, Hummel's Chief Executive, 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.”
The partnership brings to an end Everton's association with Umbro who were reinstated as the club's kit maker in 2014. That deal was worth around £4m to £5m a season whereas the Hummel contract is understood by the Liverpool Echo to be between £8m to £10m a year.
While for English football fans the hummel brand is most closely associated with the Danish national team and Tottenham Hotspur, there is a connection between the company and Everton going back to the days of Alan Ball. The Goodison legend famously wore Hummel's white boots in the early 1970s.
The switch from Umbro to hummel won't be the only change to Everton's kits next season. The club are in negotiations over a new shirt sponsor after the contract with SportPesa was terminated, effective the end of this season, amid rumours that former partner NEC are in the frame.
There could be new sleeve sponsors too, with the Liverpool Echo reporting that discussions with Rovio over renewing their agreement to advertise Angry Birds have been "stopped".
Megafon, a subsidiary of USM Holdings, who are part-owned by Farhad Moshiri and Alisher Usmanov, are the official sleeve sponsors of the Everton players' training wear and it's possible they could augment their existing sponsorship deal whereby they advertise at Goodison Park.
Reader Comments (80)
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1 Posted 20/05/2020 at 16:29:55
Cue people moaning about how much less we're getting than Champions League teams.
2 Posted 20/05/2020 at 16:39:50
3 Posted 20/05/2020 at 16:51:03
4 Posted 20/05/2020 at 16:56:55
5 Posted 20/05/2020 at 16:58:07
6 Posted 20/05/2020 at 17:20:36
Welcome, Hummel, and let's see what you got.
7 Posted 20/05/2020 at 17:50:51
If any of you are on Twitter, we could do well to have something like this mock-up:
8 Posted 20/05/2020 at 18:22:43
9 Posted 20/05/2020 at 18:28:22
It wasn't that long ago that our neighbours' commercial income alone eclipsed our total revenue. I think secondary income is one area the club have progressed in leaps and bounds since Moshiri et al came on board.
10 Posted 20/05/2020 at 18:38:47
11 Posted 20/05/2020 at 18:40:15
12 Posted 20/05/2020 at 19:04:52
13 Posted 20/05/2020 at 19:15:00
14 Posted 20/05/2020 at 19:19:22
15 Posted 20/05/2020 at 19:38:50
16 Posted 20/05/2020 at 19:45:38
EDIT - Sorry Christy I've just read your post. I've got no attention span these days!
17 Posted 20/05/2020 at 20:01:48
Lets just hope they get the recruitment side for the playing staff sorted from now on as well.
18 Posted 20/05/2020 at 20:09:56
19 Posted 20/05/2020 at 20:40:16
20 Posted 20/05/2020 at 21:01:20
At last, no SportPesa. At least that's one devil we won't have a deal with.
21 Posted 20/05/2020 at 21:01:22
Long may this last, and hopefully this will be a catalyst to build strong foundations for success on the pitch and commercially off the pitch.
22 Posted 20/05/2020 at 21:12:04
23 Posted 20/05/2020 at 21:20:31
I've only been waiting 35 years, so I'm patient.
24 Posted 20/05/2020 at 22:00:16
Alan Ball was the first player to wear non-black boots when he wore a set of white Hummels for the 1970 Charity Shield against Chelsea (2-1 to Everton). So there is some history between us and them already.
25 Posted 20/05/2020 at 22:53:19
“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.”
26 Posted 20/05/2020 at 23:08:30
27 Posted 20/05/2020 at 23:30:06
But it seems like the money is right.
And I like us having something a bit different. Hummel should provide that.
Always loved the arrows. Or are they chevrons?
28 Posted 21/05/2020 at 00:19:25
We can't catch up with these clubs overnight and I think the real way to see how good this deal is, is to see what Newcastle United get when their next shirt deal comes up, should they become the richest club in the world.
29 Posted 21/05/2020 at 00:30:29
30 Posted 21/05/2020 at 00:31:50
31 Posted 21/05/2020 at 01:20:08
32 Posted 21/05/2020 at 02:44:55
Now, he tells me that his Grandfather and Great Uncle started Umbro, and the name came from being shorted, the Humphrey Brothers to Um-Bro, geddit?
Anyway, I went to school in Winsford (Woody Lodge, been demolished now, thank god) and in Winsford there was an Umbro factory. Speedie's Mum used to work there as an inspector so, if you wanted a footty shirt that Umbro made, she would snip the label off the one you wanted, it would get cast in the rejects bin, and then could be purchased by employees for 2 quid. Speedie would sell them to us for 3 quid and everyone was happy. Except for Mr Umbro.
I recanted this tale to Charles (surprised I can remember his name) and he got all pissed off, made some comment like "There was a reason we shut that place down" (in reality probably to exploit child labour in some 3rd world country) and left me standing at the bar. We never spoke again. Ho-hum.
33 Posted 21/05/2020 at 06:11:52
I suppose this means a better deal financially for the Club, but those with at least one kid, or those that buy a shirt each season, will be forking out again, and again.
34 Posted 21/05/2020 at 07:22:41
I like Hummel and think they will do a good kit. Better to be a big fish in a small pond in this regard I think and get lots of their focus and attention.
35 Posted 21/05/2020 at 07:31:49
36 Posted 21/05/2020 at 08:35:08
38 Posted 21/05/2020 at 08:48:22
39 Posted 21/05/2020 at 08:55:28
At last, the Little and Large era of shitty deals seems to be coming to an end.
40 Posted 21/05/2020 at 09:25:06
You know when you can't unsee something.
41 Posted 21/05/2020 at 09:45:03
It's actually a bumblebee, which is what Hummel translates to in German.
42 Posted 21/05/2020 at 10:12:13
A psychiatrist would have a field day with that, mate!
43 Posted 21/05/2020 at 10:22:05
44 Posted 21/05/2020 at 10:30:55
We have got double what we had before. I personally don't give a rat's arse what Newcastle get. When have they ever been as good as us in any way shape or form?
As for the red shite, they will always be miles ahead of us, fact. This is another great step up. Well done, EFC.
45 Posted 21/05/2020 at 10:35:09
What I would like to see is a theme. Like the first kit should be themed around Alan Ball. A little logo of his white boots on the back or something. Next year, Howard Kendall, etc etc. I just hope they get the colour right. It's always a big thing for me. Royal blue! Not navy. Royal blue.
46 Posted 21/05/2020 at 11:25:09
Now get some more Danish players as well, the likes of Krøldrup etc.
For those of you suggesting Hummel is a German brand, I have one word: disrespectful.
47 Posted 21/05/2020 at 11:40:26
Can't remember where I saw it but someone on Twitter posted a picture of Richarlison playing in an Everton Hummel kit with a question 'would you be happy if this was Everton's kit next season?' I'm guessing it was a fan's concept effort as it was Richarlison actually playing in a game in front of a crowd. Did he know something? Was it public knowledge that Hummel were in contention?
My only concern with Hummel is that they don't go overboard with the chevrons. Having said that, Umbro have been putting their diamonds all over our tops for years.
48 Posted 21/05/2020 at 11:59:59
49 Posted 21/05/2020 at 12:00:30
50 Posted 21/05/2020 at 12:12:03
Possibly Hafnia? Late 70s our first shirt sponsor, Danish meat company I think?
51 Posted 21/05/2020 at 12:34:30
Hummel became Danish after being taken over by Bernhard Weckenbrock in 1956.
52 Posted 21/05/2020 at 12:48:50
53 Posted 21/05/2020 at 12:48:52
Well done! I actually didnt know that, so I am the one being disrespectful. I apologize.
Nowadays Hummel is Danish. And as a Dane Im very proud that the logo will be on the shirts of my all time favourite football club.
54 Posted 21/05/2020 at 12:49:30
I dug this article out relating to Hafnia, I'm not sure about the random fact though!
Famous Everton 1980s presence set for sensational comeback Fans website unearths the remarkable return of a staple from the Goodison glory days ByIan DoyleChief Liverpool writer 09:47, 15 FEB 2017 They were a name synonymous with many of Everton's glory days in the 1980s. A brand closely associated with Howard Kendall's all-conquering team that won the FA Cup in the 1984 and the league championship and European Cup Winners' Cup the following year - even if they couldn't feature in the final itself. And now, it seems, Hafnia are back. Everton fans' website The Top Balcony have put in the hard yards to discover the Blues' first-ever kit sponsor is poised to return to the market. But when their sponsorship deal ended in 1985, they were dissolved soon after with the name being passed to Tyson Foods. Now the Hafnia trademark, which was first registered as a trademark in the 1940s, has now been acquired by Polean Foods. And they are set to be relaunched as brand. “Polean recently acquired the trademark from Tyson, as we produce high quality hams/processed meats... and would like to use the Hafnia label once again.” Great! Random fact: the name Hafnia comes from the Latin name for the Danish capital Copenhagen.
Hafnia, a Danish company that specialised in processed ham products, were given huge exposure to the English public during that golden period.
Mike McElhone, general manager of Polean, told The Top Balcony: “Those early 80s Everton jerseys are fantastic!. Strange, a Danish ham company sponsoring an English football team?
Fans website unearths the remarkable return of a staple from the Goodison glory days
ByIan DoyleChief Liverpool writer 09:47, 15 FEB 2017
They were a name synonymous with many of Everton's glory days in the 1980s.
A brand closely associated with Howard Kendall's all-conquering team that won the FA Cup in the 1984 and the league championship and European Cup Winners' Cup the following year - even if they couldn't feature in the final itself.
And now, it seems, Hafnia are back.
Everton fans' website The Top Balcony have put in the hard yards to discover the Blues' first-ever kit sponsor is poised to return to the market.
But when their sponsorship deal ended in 1985, they were dissolved soon after with the name being passed to Tyson Foods.
Now the Hafnia trademark, which was first registered as a trademark in the 1940s, has now been acquired by Polean Foods.
And they are set to be relaunched as brand.
“Polean recently acquired the trademark from Tyson, as we produce high quality hams/processed meats... and would like to use the Hafnia label once again.”
Random fact: the name Hafnia comes from the Latin name for the Danish capital Copenhagen.
55 Posted 21/05/2020 at 12:50:57
Oh yes. Hafnia was a Danish insurance company.
56 Posted 21/05/2020 at 12:56:14
Thanks for the info. There must have been two companies then, cause Hafnia was also the name of the (biggest, I believe) insurance company in Denmark.
Thanks for enlightening me!
57 Posted 21/05/2020 at 13:09:17
58 Posted 21/05/2020 at 13:10:57
Yes, Hafnia sold meat. They were a big supplier to Littlewoods at that time. From memory, the son of one of the high ups was an employee in Chain Store Manager programme.
59 Posted 21/05/2020 at 13:12:39
60 Posted 21/05/2020 at 13:49:56
61 Posted 21/05/2020 at 14:26:47
62 Posted 21/05/2020 at 15:34:13
Actually, if Newcastle do get taken over, it will be very important to see how their deal matches our own because they will be very rich, and like us, stifled by FFP, so it will be interesting to see how they can negotiate new deals and get around that. If they suddenly get a new kit deal like Spurs equating to £30m a year, it will mean our deal isn't that amazing at all.
Listen, it's double what we previously got and it's great that we'll be Hummel's flagship club but we're still miles behind the established top 6. The next time the deal expires, we should be moving into Bramley-Moore Dock, and hopefully playing European football, so the deal will be greatly improved.
63 Posted 21/05/2020 at 15:38:37
64 Posted 21/05/2020 at 15:50:53
65 Posted 21/05/2020 at 17:11:09
I always liked the pair I had in the 80s but then again I also liked the canvas boots I had!! They looked like a cheap black/yellow Converse knock-off with studs. Being all soft canvas you couldn't get off a hard shot without bruising your foot, but man were they comfortable and ace for all the technical stuff. more ace than me as it turned out. Anyone else have one of those weird pair of boots?
66 Posted 21/05/2020 at 17:24:48
67 Posted 21/05/2020 at 19:24:51
1) I see the kits. I remember people getting all excited when we ditched Umbro for Puma and Nike, but in both cases the kits were abysmal, especially the ‘baggy' Puma one which is easily the worst kit we've ever had.
2) As Mike Gaynes said, if they are only available in two Club shops, a few JD sports and online, we still haven't learnt much.
I'm optimistic, but let's face it, we usually mess this sort of stuff up. Personally, I like Umbro, easily as good a quality as the others and decent designs and correct shade of blue... something Puma, Nike & Le Coq seemed to have trouble with for some reason.
68 Posted 21/05/2020 at 20:23:35
69 Posted 21/05/2020 at 21:31:55
70 Posted 21/05/2020 at 21:34:59
Rangers have just left Hummel again.
71 Posted 22/05/2020 at 07:26:56
72 Posted 22/05/2020 at 09:00:21
73 Posted 22/05/2020 at 09:29:48
74 Posted 22/05/2020 at 10:15:49
I too have lost my passion for football, and what compounds the situation for me is the Headline of, "Coronavirus has cost us £ 28m so far", say Man Utd. I wonder how that compares to the 36,042 people who have lost their lives to this horrible disease. Perhaps Man Utd adopt the Jamie Crowley stance of, "Have a nice day, people die, for me, bring back the footy''.
75 Posted 22/05/2020 at 10:39:12
Im alright jack, doesnt necessarily mean youre selfish John, Id say it just means that someone is just a product of this money obsessed modern world.
76 Posted 22/05/2020 at 13:34:59
I replied: "It always sells out first, that's the trouble with supporting a truly great club."
The bloke behind me almost collapsed with laugher and I joined in. He wasn't mocking or anything when we got to chat, he genuinely thought it was a witty response.
77 Posted 22/05/2020 at 13:35:23
Coronavirus has cost them £28m, or a quarter of what Sanchez did! Gives a bit of perspective...
78 Posted 22/05/2020 at 13:46:42
79 Posted 22/05/2020 at 19:12:36
80 Posted 23/05/2020 at 16:39:46
But what's insane about the whole thing is that the Shirt deal for (what are we), the 19th richest Club in World Football, equates to little more than an average footballer signing.
81 Posted 26/05/2020 at 15:42:05
I've always liked Umbro. British, a good football heritage with a nice simple double diamond design.
The kits have been decent with the stand out green and black kit and then the purple and navy stripe 3rd kits both original and good looking.
Kitbag deal was dreadful but had nothing to do with the makers, that was Everton's attempts to cut costs rather than grow the brand like every other club. There is an 'F' in useless.
As for Hummel, I'd rather have Matt (German defender) and I'm not sure why some fans prefer a small name to a big name brand when we are trying to grow commercialy but as long as they stay away from any Danish red colours they should be fine.
And the logo to me is sunrise. A new dawn, the sun rising between the hills casting shadows with a teardrop representing both sadness of the past but joy to the future. NSNO
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