Real Betis: partnership extended with Hummel (2025-2035), with shirt production managed by the club

Real Betis Balompié (LALIGA EA Sports) have extended their partnership with Hummel for the next ten seasons (2025-2035) in order to adopt "a new business model" under which the Spanish club, accompanied by the Danish equipment manufacturer, will produce its shirts and textile merchandise, announced the club on 18/06/2025.

"This is a change in the business model. Until now, we licensed our brand for third parties to manufacture on our behalf. Now we are becoming the manufacturers. The change is that, together with hummel, we will be involved in everything - from selecting raw materials to production. This isn't something achieved overnight, which is why the contract spans ten years. Naturally, this is a gradual process we intend to start implementing next season," said Ramón Alarcón Rubiales, CEO of Real Betis Balompié.

As part of the new agreement, Hummel will provide the Sevillian club with its expertise in the choice of suppliers, factories and various production elements. The club will be responsible for designing its own shirts, as well as new product ranges (special editions…