May 20 – Danish sports and leisurewear brand hummel has signed a club-record technical partnership with Premier League Everton.
Hummel will take over from Umbro who have been the club’s technical partner since 2014 in what is a three-year agreement and which will see hummel supply Everton’s playing, training and travel wear ahead of the 2020/21 season.
No figure was announced for the deal which will see hummel kit out the Men’s, Women’s and Academy squads as well as the club’s coaching and Everton in the Community staff.
Everton chief executive 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.”
While a long standing brand, with a football history dating back to 1923, the Everton deal marks hummel’s first move into the Premier League club market.
Hummel CEO Allan Vad Nielsen said: “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.”
Hummel moves into eSports
Hummel has also taken first steps into the esports are announcing a three-year sponsorship deal with Astralis Group (parent company of Origen, Astralis and Future FC).
Future FC runs an elite esports squad playing on the FIFA game platform.
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