Real Betis Balompié and renowned sportswear brand hummel have established a new collaboration agreement for the next ten seasons, enabling the Club to delve into the textile industry.

Thanks to the strong foundation of trust built during the early years of their partnership, both parties have sealed a strategic alliance through which the Danish brand will support Real Betis Balompié in a new business model. Under this model, the Club will take on all aspects of product development together with hummel: from collection design and raw material selection to factory choice and production oversight. This will ultimately boost the Club's revenue within the textile sector.

The agreement is aimed at fully integrating Real Betis Balompié into the textile industry, taking a significant step forward in its retail business. A key element of the deal is the creation of new garments and collections, covering clothing lines for all types of occasions -from casualwear to formalwear. Additionally, both parties are already working on opening new distribution channels.

Ramón Alarcón, CEO of Real Betis, elaborated on the changes, how the Club has evolved in this area, and the benefits of the new strategic alliance: "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 gives us an economic advantage because we are now producers. For Betis fans, this means more variety ? from the technical apparel collection and the three matchday kits to special editions like the one for the UEFA Conference League final. We also want to expand our range of sportswear, including shirts, sweatshirts, socks, shorts, swimwear, and ensure this apparel reflects the spirit and seasonality of Betis all year round. We're also aiming to grow in footwear, casualwear, formalwear, and through new sales channels".

In this context, Alarcón emphasized hummel's knowledge and experience in this new "challenge" that aims to bring the Club closer to its fans: "Ultimately, we will achieve a greater diversity of products, which will allow us to connect more deeply with Betis fans, attract new supporters through our apparel, and, of course, increase profits. Betis brings the brand and deep knowledge of Betis culture, while hummel brings expertise in the textile industry ? logistics, suppliers, factories... This is what enables Real Betis to enter the textile industry. 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. It's a challenge, and I believe with hummel's support, we'll succeed."

The agreement signing ceremony at the Benito Villamarín Stadium was also attended by hummel president Jose 'Coe' García, who expressed his enthusiasm about the partnership, both for Real Betis and for the brand itself: "We're happy and proud to celebrate this new alliance that will begin on July 1. The next ten years present an exciting challenge. Real Betis's deep understanding of its fanbase and our experience in production have allowed hummel to gain a better understanding of the Club's philosophy. This encouraged us to take a further step and involve Real Betis Balompié in the textile industry ? so the Club becomes part of the entire production process, from raw materials to the finished garment. I'm proud to say this will bring significant economic benefits to Real Betis, while for us, it represents a major reputational gain".