Everton kit supplier hummel has secured a new UK and Ireland partner after the collapse of its former partner last year.
In November, Elite Sports Group, the company responsible for the distribution of merchandise for a host of its partner clubs, went into administration, leaving a number of those partner clubs in limbo, with the likes of Southampton and Coventry City forced to briefly shutter both their online and physical retail outlets due to being unable to source stock.
Everton were largely shielded from the issues that faced Elite Sports Group due to the nature of the deal between the club and Danish kit manufacturers hummel. The Blues have a merchandising deal in place with global US-based company Fanatics.
The Fanatics link-up meant, according to club sources last year, that there was ‘no impact’ on club retail operations back in November, although the direct impact of Elite’s issues on clubs such as Southampton, Coventry, Millwall, Oldham Athletic and others was felt close to the busy Christmas period.
READ MORE: Everton await results of FA investigation after final day survival
READ MORE: Everton may find it impossible to resist transfer decision as Premier League watch on
However, hummel has now moved to secure a deal with another partner to take the place of Elite, with the firm signing a long-term, multi-year deal with SportsPro Limited, a deal that is already up and running and servicing the market.
Allan Vad Nielsen, hummel CEO said: “We’ve been working tirelessly to find a reliable and trusted partner in UK that fits our brand, and we’re excited to have entered a multi-year agreement with SportsPro Limited as our new exclusive UK brand partner. They bring a wealth of experience in the sports industry, and we are confident that they will continue to build our brand and business in grassroots team sport as well as professional sports in the UK market.
“SportsPro Limited is dedicated to delivering a high level of customised service to clubs and partners at all levels, and with this new partnership we hope to expand further our presence in the market and become a household name.”
As part of the new partnership, SportsPro have extended contracts with Everton, Southampton, Coventry and Kilmarnock, together with adding new contracts to the portfolio, such as Guild Esports (David Beckham co-owner and ambassador), British Canoeing, Wycombe Wanderers and St Albans City, with more to come.
SportsPro’s approach will focus on launching new platforms, apps, portals, and sales initiatives at all levels, and seeking to enhance the customer experience.
Chris Kirby, CEO of SportsPro said: “It's with great pride that SportsPro has been chosen against some large companies to represent such an iconic brand as hummel. SportsPro’s ethos and brand ethics align perfectly with hummel’s company Karma which makes a solid foundation for a successful future supporting and supplying grassroots to professional teams in the UK.”
Back in October, Everton and hummel agreed to extend the partnership between the two that started in 2020 until at least next summer.
READ NEXT:
