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Record deal

Everton revealed its most lucrative deal in club history last week, following a partnership established with Kitbag Limited. The club will work with the top European sports retailer in a 10-year contract valued at more than GBP 30 million.

Kitbag is no stranger to the world of football, representing Real Madrid, Manchester United, and Barcelona. Upon joining forces with Everton, Kitbag will become responsible for regular, mail order and online shopping.

The deal comes with great timing, as Everton gets ready to reveal a new store in the Liverpool One complex, along with a revamped store near Goodison Park.

As a result of the retail arrangement, Everton will also work with Le Coq Sportif in a three-year marketing deal, bringing another GBP 2 million to the club. The two parties will rekindle their former working relationship after 25 years, when Le Coq sat at the forefront of Everton’s League Championship.

Prior to bringing Le Coq back on board, Everton and JJB had partnered up in a GBP 1.6 million contract.

Everton Chief Executive Robert Elstone expressed his delight at the latest deal, indicating that it shows “real, tangible progress” in the club’s retail sector. Elstone further noted that Kitbag’s ambitious approach is comparable to that of Everton, which will benefit fans for years to come.

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