Everton ended their association with kit supplier Umbro bringing the deal between the two parties to a close a year early. It paved the way for the Toffees to sign with Danish sports manufacturer Hummel, who is now the club’s kit supplier for the next few seasons at the very least. Everton will bank around £9 million per season thanks to the new kit contract with Hummel.
While the blue side of Liverpool can look forward to Hummel’s famous chevrons adorning their kit next season, the red side are gearing up for new duds produced by Nike. Liverpool ended their relationship with America’s New Balance to pave the way for Nike to produce their all-new kits and teamwear. Not only will the Reds wear the famous tick on their shirts, but Nike will pay the club somewhere between £75m and £80m to wear it.
The amount of money the American sportswear giant is set to pay Liverpool makes it the most lucrative kit deal in Premier League history. It completely gulfs the new deal signed by Everton showing that the Toffees are living in the Reds’ shadow.
Everton’s £9m per season to wear Hummel makes them the top of the Premier League’s rest of the pack. Carlo Ancelotti’s team are an ambitious side, yet with player purchases over the last few seasons not panning out, the club are still struggling to deliver their best on the pitch. In the modern Premier League winning is the best marketing tool available. The clubs that sit above Everton in terms of money earned from lucrative kit deals have had far more success on the pitch in recent seasons.
Manchester United dominated the Premier League in the 1990s and 2000s justifying their £75m Adidas kit deal. Manchester City make £65m from Puma and are the most recent English dynasty. Since Roman Abramovich took over the reins at Chelsea, they have been one of the top teams in the world. That is why Nike pay Chelsea £60m a year to wear their kits. Even Tottenham Hotspur, runners-up in the Champions League in 2018-19 make bank off of their kits with Nike to the tune of £30m.
For Everton to reach the heights of the clubs making far more money per season from their kit contracts, they must qualify for the Champions League. Raising their own profile through winning is the only way major sportswear brands will partner with the club. Even then, Everton will need to sustain their Champions League status year on year.
Of course, to reach the top four and qualify for the Champions League, Ancelotti will need players that can deliver. However, the club will need to invest wisely into their playing staff which hasn’t been done in recent seasons. Everton paid £25m for striker Moise Kean in the summer of 2019 for him to score a mere one goal. Andre Gomes cost £22m from Barcelona in the same transfer window. In the summer of 2018, Everton paid £27m for Yerry Mina and £35m for Richarlison. Those are just four of the high-priced players signed by the club and only one of the four has been remotely worth his transfer fee (Richarlison). Other players were brought in over the course of those two offseason transfer windows for large sums and failed to produce.
Everton have spent money but unwisely on players. Now, with more money per season through a new kit deal, Everton need to make the money they spend count.