Real Betis and hummel Sign 10-Year Deal to Launch Co-Owned Apparel Business.

Roger Hampel

Photo Credit: Real Betis Balompié 

Real Betis Balompié and Danish sportswear brand hummel have announced an expanded strategic partnership that will run for the next ten seasons, marking a significant shift in the club’s approach to merchandising and textile operations.

The new agreement moves beyond a standard kit supply deal. Instead, it positions Real Betis as a co-developer and co-producer of official apparel, from concept and design to sourcing and manufacturing — in partnership with hummel. The initiative is expected to provide new revenue streams, enable greater product control, and support the club’s retail and lifestyle branding ambitions.

A Vertical Integration Model in Club Merchandise

Under the revised model, Real Betis will now participate in:

• Design and definition of all product collections

• Material selection and factory sourcing

• Full production oversight and quality control

  
  

This shift transforms the club’s role from licensee to co-manufacturer, allowing for a more dynamic retail strategy and increased profit margins.

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.”

The deal will also lead to the creation of new distribution channels and product lines including accessories, footwear, and all-season lifestyle apparel.

Long-Term Vision and Brand Alignment Real Betis hummel

The ten-year duration reflects the complexity and scale of the transition, as the club and hummel seek to build operational capabilities gradually over time. For hummel, the move represents a deeper integration with a club brand that brings not just visibility, but cultural and fan community insight.

José 'Coe' García, President 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.”

He emphasized that this partnership will deliver economic value for the club and reputational benefit for the brand, positioning hummel as a collaborative innovator in the football apparel market.

Expansion Beyond Matchday Kits

In addition to home, away, and third kits, the agreement covers:

• Technical training apparel

• Special edition collections (e.g. cup finals)

• Casual and formalwear lines

• Accessory and seasonal product extensions

• Fan-centric digital content and retail storytelling

  
  

This broader scope supports Real Betis’ ambition to evolve from a club with a kit sponsor into a lifestyle brand with its own product identity.