Everton Fans Upset Shirt Deal Limits Their Buying Opportunities

Tim Howard (Ytoyoda)


By Manny Otiko


Preseason is a time when fans are usually excited about the upcoming campaign and their team’s new kit, but Everton fans are already upset with their club’s deal with Kitbag. Apparently Everton has signed a deal which limits replica shirts to being sold at two club stores or online through Kitbag’s site. The deal guarantees Everton 3 million pounds a year, but effectively turns over control of shirts sales to Kitbag. It’s part of a 10-year 30 million pound deal signed in 2009, according to The Liverpool Echo. Everton chief executive Robert Elstone said the deal “de-risks Everton in a notoriously difficult business sector.” But if an Everton fan in America wants to pick up the 2015/16 shirt at his local sports store he’s out of luck. He’ll have to order it online and wait a few weeks for it show up.  Not surprisingly Evertons fans are unhappy with this arrangement. Jamie Dempsey, a 39-year-old Toffees fan from Wallasey, said the Kitbag deal actually limits shirt sales. “The big problem is the fans are seriously restricted on buying these kits. You can purchase the kit from the two Everton stores, one next to the ground and one in the main shopping centre, or purchase it online. We haven’t been able to for sometime go into a local sports retailer and pick one up,” said Dempsey, who ranks the 1983-84 shirt as one of his favorites. “Nor can you even purchase one from Liverpool Airport. I have been fortunate to travel from the States, to Oz (Australia) even as far as New Zealand and Hong Kong. You see Man. Utd., Tottenham, Liverpool, Arsenal and Chelsea shirts all over allowing a bigger market to purchase the kits.” Dempsey says the club is missing out on using international stars such as Tim Cahill and Tim Howard to promote Everton’s brand. “The biggest negative is we have had players like Tim Cahill for example, who is a footballing god in Australia,” he said. “The only way fans could get an Everton shirt with his name on was online through Kitbag. The Cahill brand is huge and we couldn’t capitalise on him as a brand due to this.” He added Everton went on tour of the United States last year, but American fans weren’t able to buy Howard, an American international keeper’s, shirt. Dempsey said Everton is also missing out on branding opportunities in Asia. “Li Tie another player who was big in Asia, yet we couldn’t again use him as the brand to increase shirt sales or the Everton brand generally,” Dempsey said. “All this for a club that is currently 15th as a worldwide brand is outrageous.” Everton fans are also displeased with Kitbag’s customer service. “Kitbag as a service are appalling and trying to get hold of kits can be almost impossible for us locals, let alone anyone out of town,” Dempsey said. “In an industry that’s worldwide and you’re able to reach a worldwide market, it surely doesn’t make commercial sense to restrict yourself in this manner.” There have also some high-profile gaffes, like a online link that was supposed to allow fans to buy Everton shirts, but took them to a Manchester City page! According to Dempsey, fans have voiced their complaints in local newspapers and on Twitter. They have also had met with club officials. “We had a public meeting on Saturday just gone (11th) held by the Blue Union group (also on Twitter) which was a great success,” Dempsey said. “This was to discuss all Everton-related issues on and off the pitch from redevelopment of our stadium to lack of investment from our board’s 16 years in charge.”
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