By Saikat Mandal

24th Nov, 2022 | 8:23am

Finance expert details Everton situation as Hummel partner sinks into administration

Elite Sports Group, the Hummel distributor for a host of clubs, has gone into administration but Everton remain “unaffected”, according to Kieran Maguire.

The finance expert, who writes for The Times, has shared on Twitter that the Toffees won’t be facing any major problems as they don’t have any direct link with Elite.

The Toffees, instead, have a Hummel deal with major US firm Fanatics over their retail operation. But supporters of clubs like Southampton and Coventry, who have Hummel kit partnerships too, may is out on orders they’ve placed on debit cards.

Maguire wrote on Twitter: “Elite Sports Group, the Hummel distributor for Southampton, Millwall, Coventry and other clubs, goes into administration.

“Fans who have placed orders online using debit cards may lose out. Note, Everton [are] unaffected as their Hummel deal with Fanatics.”

The situation

The Liverpool Echo reported on 23 November that there will be no impact on Everton’s retain operation despite the challenges faced by Elite at the moment. 

Southampton have ended the partnership with Elite, but the current situation doesn’t affect the Toffees. 

On 4 October, the Toffees agreed a contract extension with Hummel that runs until 2024. It will be interesting to see if the club continue their partnership after the latest problems with hummel’s other unit.

Hummels have been integral to Everton’s revenue, as they were involved in five-record breaking kit launches. They have their own innovative designs and production, and some of their brands, like the Copenhagen 21 LGBTQ+ warm-up jersey, were well received. 

Fanatics are a global leader in licensed sports merchandise, and it seems the club are in safe hands regarding their merchandise operation. 

However, the latest problems with hummel’s UK partner, Elite Sports Group, should leave Everton in some concern, but right now, it seems they have nothing to worry about.