By Kieran Maguire

18th Jul, 2021 | 10:28am

Everton will be elated by 'unexpected' £27m development - Kieran Maguire

Everton and Hummel will both be delighted with how well shirt sales have held up over the course of the pandemic.

That is according to finance guru Kieran Maguire, speaking exclusively to Football Insider after Everton released their new home kit on 15th July.

The 2021-22 campaign will be Everton’s second with Hummel after signing a £9million-a-year deal with the Danish sportswear brand last summer that runs over three years.

Everton’s club shop reopened in April but, along with most retailers around the country, has laid dormant for the best part of the last 16 months.

But Maguire claims that the lack of in-store purchases will have been offset by e-commerce sales.

He told Football Insider correspondent Adam Williams: “I think with a club like Everton and the historical links to Hummel that they have, products will be shooting out of the merchandise stores.

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“What we have unexpectedly seen over the course of the last 12 months is that shirt sales have actually held up pretty well despite Covid.

“For some people, Covid has meant they’ve not had commuting costs to work, lunch costs at lunchtime and so on.

“So for quite a few people, they have actually been better off financially. Clearly that is not at all the case for everyone who has been furloughed, however.

“But it has meant that disposable income for some consumers has gone up.

“A discretionary purchase such as a football shirt, therefore, becomes much more attractive.

In other news, pundit hails Rafael Benitez as Everton reportedly block bid from Euro giants for Kai Hazvertz-like star.