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£32m Deal For Blues

Everton announce record deal with retail giants Kitbag.

£32m Deal For Blues

Everton has today announced the biggest commercial deal in the Club's 131-year history.

The Goodison Park Club has signed a 10-year agreement with Kitbag Limited, Europe's leading online sports retailer, to provide exclusive retail services on a global basis.

The new agreement is expected to generate in excess of £30 million over the duration of the contract.

>Deal will boost transfer fund - Elstone

Kitbag Limited, whose existing portfolio of clubs includes Manchester United, Barcelona and Real Madrid, will operate under a bespoke Everton retail brand and will be directly responsible for high street shopping, mail order and the Club's online store.

Their vast experience in online sports retail will see the introduction of one of the most innovative football shopping web platforms in existence.

The deal will also mark a spectacular return for Everton retail in Liverpool City Centre with the opening of a new flagship store in the £920 million Liverpool One complex.

The new City Centre outlet will be the sister store of a fully refurbished retail operation at Goodison Park.

Chief Executive Officer, Robert Elstone said: "This new and exciting partnership represents real and tangible progress in the retail arena for Everton. It is, and will remain, a key area of the Club's overall business and therefore it was crucial to find the right partner. I believe we have done that with Kitbag Limited.

"Their pedigree in sports retail is first class - there is a refreshing progressiveness and ambition about their organisation and the way in which they run their business - one that I believe compliments ours.  It will undoubtedly benefit Everton and our supporters for many years to come.

"There has been a significant amount of investment in this partnership from Kitbag already and it further demonstrates the ambition to improve our retail brand, our product ranges and customer service levels."

Ray Evans, Managing Director of Kitbag Limited, said: "We are extremely excited to have the opportunity to bring Everton fans a product offering through truly innovative retail environments that will reflect the heritage, passion and ambition that encompasses this football club.

"Our business employs very talented people who have great experience and fully understand the football club retail business - but most of all and crucially Kitbag people are all passionate football fans."

"Our capital investment into the Everton retail business is the single largest club partner investment in the history of our company. We are very much looking forward to revealing our plans and commitments to this business over the coming weeks."

In addition to the deal with Kitbag, the new retail arrangement for Everton includes a sports marketing agreement of up to five years with Le Coq Sportif which will generate a further £3 million.

The Le Coq Sportif brand - worn 25 years ago during the Club's most successful season - will be the official and recognised technical partner and the brand on the 2009/10 Everton home shirt that goes on sale in June.

Mr Elstone added: "Le Coq Sportif has a proud heritage, very closely aligned to Everton and we are delighted to be back amongst their stable.

"We are excited by the range and quality of products to be provided under the Le Coq Sportif umbrella and are confident, especially when fans see our new home shirt in June, that they'll agree we're at the start of a great, new sportswear partnership."

David Tolman, Managing Director of Focus International, licensee for Le Coq Sportif, said: "Le Coq Sportif was associated with Everton back in the glory years of the mid 80s and we are delighted to renew this relationship at a time when the Club is enjoying such a renaissance. The combination of the heritage values of both the club and Le Coq Sportif will deliver a powerful proposition for the fans."

Everton's new retail arrangement sees the Club part company with JJB Sports with whom they have enjoyed a strong and mutually beneficial relationship since 2004.

JJB Sports PLC will close the existing online store ( and mail order at the end of trade (5pm) on Friday May 1, 2009 and the Club Megastore at Goodison will close on Sunday May 31, 2009.

Mr Elstone added: "Everyone at Everton has enjoyed the past 5 years working with JJB Sports.  We would like to thank them for their continued support since 2004, particularly during recent, challenging economic times and wish them every success in the future.

"The Club would also like to place on record our thanks to Umbro.  They have supported the Club with top quality product throughout the period of our partnership.  We have enjoyed a resurgence in our fortunes on the field under the Umbro brand and we hope they bring us a final piece of good luck in the FA Cup Final at Wembley."


mathew campbellLmao yeh i think hes a fantastic player wen match fit :)

Sunday 10th May 18:32 Report Comment

Sen-C ConquerorHaha!! i like rachaels comment! Also TOTALY agree with andy daugherty!! but Matthew mate... Darren Bent?? u sure??! lol COYB

Friday 8th May 15:50 Report Comment

mathew campbellExcellent , jjb stores are closing down everywere , and this is possible transfer money for the club , maybe darren bent / maybe theres a possible signing for steven fletcher ;) who knows C.O.Y.B !!!

Wednesday 6th May 22:47 Report Comment

andy daughertyGlad to hear we are no longer with JJB, i live down south and know plenty of EVERTON Supporters who were not happy when going into JJB stores and finding they had no EVERTON kits or scarfs and the only answer we got was 'there is no call for EVERTON stuff down South'. Lets show them there is plenty of call for EVERTON stuff down south when we beat their best team in the F.A CUP.

Wednesday 6th May 10:18 Report Comment

Drew FitchetteI think if the FA cup final goes well we'll probably see a big kit maker come in for the Blues. Either way this is fantastic news for Everton and we'll hopefully see the fruits of it in the coming years.

Wednesday 6th May 03:15 Report Comment

Myke O'brienFinally a deal with a bit of merit! Well done to Mr Elstone and his team. I read that the new store in Liverpool 1 is to be called 'Everton 2' in Liverpool One, Everton Two! Hope thats right cos that is real scouse humour. Hope this new era is as bright and rewarding off the pitch as well as on it.

Saturday 2nd May 07:08 Report Comment

Steve McClellandI remember Le Coq Sportif with fond memories in the 80's. They were a big name with bold ideas - but got brushed aside in the rush by Nike, Adidas etc in the greedy grab for 'brand power' in the late 80's and 90's. It's great to have them back again fighting against the more established 'brands'. I'm sure they feel the same about us too...

Saturday 2nd May 01:15 Report Comment

Rachel Hilliercan we pleeeeeese call the new shop in liverpool 1 EVERTON 2 coyb !!!!!!!!!

Friday 1st May 22:12 Report Comment

Rachel Hilliergreat news for the club i like the le coq sportif kit especially the shorts !!!!!! can we please call the new shop in liverpool 1 EVERTON 2 pleeeeeeeese

Friday 1st May 22:07 Report Comment

Martin TurnerExcellent news. About time we had a decent marketing strategy. Let the glory years role. Wembley is the start and then as back when we were with Le Coq 25 years ago - the start of a new winning era. May 09 (FA CUP), August 09 (Charity Shield), May 10 (Premier League and Europa League). Why not bring the new kit out in time for Wembley, as the existing contract should finish on the final day of the league, therefore, we can have a week to buy the new kit. COYB

Friday 1st May 22:00 Report Comment

Mark HiltonFantastic news about Kitbag Limited and a new store in Liverpool One. Surely the best name to call this store, and one that has been mentioned in the past, should be Everton Too. What a PR coup that would be against those across the Park. As for Le Coq Sportif, we enjoyed our greatest spell under them in the 80's, as did the French and Brazilian national teams, amongst others, in their own Glory years. It could be worse, it could be LaCoste.

Friday 1st May 19:57 Report Comment

Thomas RobertsI am glad to hear of the money coming into the club but what is with Le coq sportif, come on i prefer the umbro kit, and i know im not the first to say this so plz can't something be done I'M BEGGING YOU

Friday 1st May 19:40 Report Comment

Lindsey McGrathWell this one was kept under wraps! Am delighted, not only my favourite kit of all time was le coq, but kitbag too absolutely fantastic news:) onward and upward our transfer funds will benefit no end! COYB

Friday 1st May 19:06 Report Comment


Friday 1st May 18:04 Report Comment

Thomas DaviesAll everyone seems to be bothered about is money, HELLOOOO we're gonna get a shop again in town lol

Friday 1st May 17:54 Report Comment

Neil TonerLe coq sportif. Great maybe we can win another European cup with them, lookin forward to the release of the kits and am sure so will everyone else when it comes out, great deal everton. Coyb's

Friday 1st May 17:19 Report Comment

PJ Corrigan@ Alexander Humphries-French: Le Coq Sportif. Know your history.

Friday 1st May 17:11 Report Comment

PJ CorriganThis isn't exactly an amazing deal, £3.2m a year for merchandising is pretty standard for any club. It wont go very far.

Friday 1st May 17:11 Report Comment

Alexander Humphries-FrenchGREAT GREAT GREAT NEWS. as it will help transfer kitty.. we need some bigs names this year, get them in quickly. were a club moving forward. although i feel going with le coq sportif is not the greatest, why not nike or addidas? we are bigger than LQS.

Friday 1st May 16:51 Report Comment

Antony SpringI think the deal with kitbag is great for the club as it will give us more publicity around the globe which can only bring in more money which can hopefully be used to sign the quality we need at this club, on the other hand, i'm quite embarassed that we'll be wearing a kit made by Le Coq Sportif, a club of our stature and size should be aiming for bigger names like Nike or Adidas which would clearly bring in more money, not a sponsor that is linked with Stoke City, and Manchester City

Friday 1st May 15:57 Report Comment

Anthony Jonesyeeeeeeeeeeeeeeeeeeeeeeeeeeeesssssssssss

Friday 1st May 15:53 Report Comment

Robbie ParkerGood move by the club, hope that this money finds it’s way to strengthening the team. Imran, the season is drawing to a close now and it is usual for Everton megastore to sell old stock at a knock down price, maybe Kitbag don’t have much Everton stock to shift so I wouldn’t worry about that to much.

Friday 1st May 15:50 Report Comment

Kristopher LeeKnew about this deal over 6 months ago, seems like good money

Friday 1st May 15:30 Report Comment

Chris RigbyFantastic news for Everton and the fans. Let's hope the Le Coq Sporif's kits are worthy of this great club. Also lets get the kits released early and capitalise on the extra income (and also so we can wear them on our hols!). Brilliant

Friday 1st May 14:55 Report Comment

Phil LloydGreat news for the club shows we are travelling in the right direction. But I feel we missed an opportunity to sell a vast amount of kits by not releasing the new kit until june surely it would have been better to have done this before the cup final.

Friday 1st May 14:53 Report Comment

Steve McClellandFantastic news, and a further indication that the financial future of our club is in great hands. Well done to all involved.

Friday 1st May 13:26 Report Comment

Imran Mamdanisounds like a great deal for the club in these difficult financial times but im wondering how great it'll be for the fans. just checked the current everton megastore and this seasons top is selling for around £10-£15 where as kitbag have the same top at £39.99.

Friday 1st May 13:13 Report Comment

Christopher JacksonPlease please please call the new store "Everton Two" as was seen on a mock up a while ago.

Friday 1st May 12:46 Report Comment

noel hanleygood news.hopfully we will have money in the summer now with this deal to buy somemore quality players.although i bought the new shirt when it was released in june 08. and will now have to get the new one in june 09.coybs

Friday 1st May 12:32 Report Comment


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