June 20 – Real Betis and Danish sportswear brand hummel have extended their partnership for another ten seasons, with the Spanish club taking a more hands-on role in the production of its merchandise.
The new deal goes beyond the usual supplier arrangement – Betis will now be involved in the full process, from design and material selection to sourcing and manufacturing oversight. The agreement effectively shifts the club’s position from a licensee to a co-producer of its own apparel.
The move is aimed at increasing control over product development and potentially boosting margins on retail sales. It also reflects a growing trend among clubs to play a more active role in commercial operations beyond the pitch.
While the long-term impact remains to be seen, the arrangement marks a notable change in how a top-flight club manages its kit and merchandise strategy.
Alongside home, away, and third kits, the ten-year deal includes technical training gear, special edition collections, casual and formalwear, as well as seasonal accessories. There’s also a push into fan-focused digital content and retail storytelling in the works.
The expanded scope reflects Betis’ ambition to shift from a conventional kit sponsorship model to something closer to a lifestyle brand. By taking more control of design and distribution, the club is aiming to carve out a stronger identity in a crowded merchandising space.
José ‘Coe’ García, 0resident of hummel, highlighted the synergy between both parties: “Real Betis brings knowledge of its fan base and brand identity. Hummel contributes industry expertise – logistics, production, and sourcing. Together, we are building a model where the club becomes part of the textile supply chain.”
Ramón Alarcón, CEO of Real Betis, described the change as a new business model: “Until now, we licensed our brand to third parties who produced on our behalf. Now, alongside hummel, we become producers. This will allow us to offer greater diversity, from matchday kits to technical apparel, casualwear, and formal collections.”
Contact the writer of this story, Harry