Low-key announcement from Everton regarding new kit deal

29 March 2019

Everton kit deal Umbro
Photo: Getty Images Everton just announced a new multy year deal with Umbro - renewing the previous contract.

Ambitious Everton still trail the top six clubs in terms of value of kit deal.

Club prefer to highlight Fanatics extension, agreed last month.

It is understood that the deal is due for review and renewal ahead of Everton’s proposed move to a new stadium.

There was little fanfare as Everton announced the renewal of their kit deal with Umbro yesterday.

The club confirmed a “multi-year partnership” with the UK-based manufacturer, which extends the original five-year deal signed with Umbro in 2014.

Media reports suggested Everton received a sum of around £6 million a year for that original deal but the club would not disclose any details of their new arrangement. 

The low-key nature of the announcement would suggest Everton remain a long distance behind the clubs they aspired to join at the top end of the Premier League table when Farhad Moshiri became the club’s major shareholder in 2016. Tottenham Hotspur may have the least lucrative shirt deal of any of the league’s so-called top six, but it still yields £30 million a year from Nike.

...admitted that it was not easy swimming in the slipstream of the league’s most profitable clubs.

It is understood that the deal is due for review and renewal ahead of Everton’s proposed move to a new stadium at Bramley Moore Dock in the next 3-4 years. The club is expected to reveal further details of the move before the end of the season, having undertaken a wide-ranging public consultation late last year. 

Speaking at the club’s annual general meeting in January, CEO Denise Barrett-Baxendale reiterated the goal of bringing Champions League football to the blue half of Merseyside but admitted that it was not easy swimming in the slipstream of the league’s most profitable clubs.

“We have 41 pence at our disposal to invest on the pitch for every pound available for those six teams,” she said, adding that the gulf was accentuated by those clubs’ “access to commercial and sponsorship deals that dwarf those available to the rest of the league.”

Very volatile retail space

In their statement yesterday, Everton highlighted once more a deal signed in February with Fanatics, the club’s official retail partner, promising that “the Club's Umbro kits, training wear and merchandise will be available in even more global territories”.

It is believed the club consider this a more significant step forward.

Fanatics operate the two club stores and will manage the retail operation at Everton’s proposed new stadium at Bramley Moore Dock.

Speaking when the Fanatics deal was announced, the club’s commercial director, Alan McTavish, told local media:

“The new deal is going to deliver us higher guaranteed revenues and also help us minimise any risk that comes from a very volatile retail space.”

Everton kits could be purchased only in two shops

The availability of Everton kits nationally has improved through a distribution deal with JD Sports – a considerable upgrade on an earlier agreement with Fanatics,  then called Kitbag.

Back in 2015, Everton’s then CEO, Robert Elstone, earned criticism for the fact Everton kits could be purchased only in two shops in Liverpool.

Everton’s last financial reports showed an improved commercial performance with turnover from sponsorship, advertising and merchandising rising from £15.4 million in 2017 to £20.7 million in 2018, and turnover from other commercial activities climbing from £11.4 million to £22.1 million.