Everton have extended their deal with kit manufacturer hummel through to the end of the 2023/24 season.
The Toffees partnered with the Danish sportswear firm back in 2020, where they replaced Umbro in what was described at the time as a 'club record' deal for a kit partnership for Everton, worth around £9.5m per year.
Hummel's initial deal had been due to come to an end following the culmination of the current 2022/23 season, but following talks both parties have now extended the partnership through to 2024.
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The new agreement will see hummel, who have been core to five 'record-breaking' kit launches for Everton since their arrival as kit manufacturer, will continue to produce and supply Everton with bespoke playing, training and travel wear for next season.
In addition to their role as technical partner, hummel kits out the women’s and Academy squads, as well as the club’s coaching and Everton in the Community staff.
A club statement read: "Their innovative design and production has also led to a range of limited-edition products, including the Alan Ball training shoe - marking 50 years since the Everton Giant wore his iconic white hummel boots – and more recently the ‘Stars and Stripes’ US warm-up shirt and the Copenhagen 21 LGBTQ+ warm-up jersey."
As part of the extended agreement, hummel will continue to work with the club’s official retail partner, Fanatics, as they seek to deliver a comprehensive selection of official merchandise to Everton fans around the world.
Fanatics, a global leader in licensed sports merchandise and leading digital sports platform, currently operate the Club’s Everton One and Everton Two retail stores and evertondirect.com, the club’s official online store.
The link up with Fanatics, which will also see the US firm play a key role in shaping the retail experience for fans at the new stadium at Bramley Moore Dock from 2024, was done to allow for Everton to have greater reach, globally, with their merchandise. With the likes of Nike and Adidas having greater power than most manufacturers to get stock to a global audience, the Fanatics link-up allows for Everton and hummel to maximise opportunity when it comes to retail sales.
Last month hummel made headlines after they announced their intention to tone down their branding on the Denmark kits at the World Cup, revealing a monochrome kit, in order to send a message over the poor human rights record of the host nation, Qatar.
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