Everton announce Hummel as new kit manufacturer

Wednesday, 20 May, 2020 80comments  |  Jump to last

Updated Everton have agreed a club-record technical partnership with sportswear brand Hummel International Sport & Leisure A/S.

The 3-year agreement, worth reportedly double the previous deal with Umbro, will see the Denmark-based company manufacture and supply the club with its playing strips, training and travel wear ahead of the 2020-21 season.

Founded in 1923, Hummel are one of the oldest team sport brands in the world and the deal will see the Blues become Hummel's global flagship club partner.

“This announcement marks the start of an exciting new commercial relationship as we welcome hummel to Everton,” Everton CEO Denise Barrett-Baxendale said.

“It is really important that we drive maximum value from our commercial deals and this is a Club-record deal for a technical partnership for Everton. It is also important we work with brands that share our ambition and we have all been impressed with hummel's originality, commitment to quality and vision to challenge expectations. We look forward to working with them to deliver our players and supporters an exciting range of products over the coming years.”

Meanwhile, Hummel's Chief Executive, Allan Vad Nielsen said: “Hummel is excited and honoured to partner with Everton.”

“Entry into the Premier League is integral to our ambitious growth plans, international expansion and focus on sport. Timing is also perfect as it is the 50th anniversary of Club legend Alan Ball introducing Hummel to the UK market with his legendary white boots. Everton enjoys a massive following both domestically and globally, providing a fantastic engagement platform and positive outlook going forward.

“We have great faith in Everton's future plans, the Club's impressive history and its many passionate fans — all providing a perfect fit for the Hummel brand. We look forward to playing an active role in helping write the next chapter of the Club's illustrious history.”

The partnership brings to an end Everton's association with Umbro who were reinstated as the club's kit maker in 2014. That deal was worth around £4m to £5m a season whereas the Hummel contract is understood by the Liverpool Echo to be between £8m to £10m a year.

While for English football fans the hummel brand is most closely associated with the Danish national team and Tottenham Hotspur, there is a connection between the company and Everton going back to the days of Alan Ball. The Goodison legend famously wore Hummel's white boots in the early 1970s.

The switch from Umbro to hummel won't be the only change to Everton's kits next season. The club are in negotiations over a new shirt sponsor after the contract with SportPesa was terminated, effective the end of this season, amid rumours that former partner NEC are in the frame.

There could be new sleeve sponsors too, with the Liverpool Echo reporting that discussions with Rovio over renewing their agreement to advertise Angry Birds have been "stopped".

Megafon, a subsidiary of USM Holdings, who are part-owned by Farhad Moshiri and Alisher Usmanov, are the official sleeve sponsors of the Everton players' training wear and it's possible they could augment their existing sponsorship deal whereby they advertise at Goodison Park.


Reader Comments (80)

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Si Pulford
1 Posted 20/05/2020 at 16:29:55
Good news. Double the previous deal by all accounts. All part of the rebuilding process off the field that will help move the club forward. Hopefully no daft exclusivity deals either!

Cue people moaning about how much less we're getting than Champions League teams.

Scott Phelps
2 Posted 20/05/2020 at 16:39:50
OMG... Hummel kits are Ewwwwww!!!!
Ian Bennett
3 Posted 20/05/2020 at 16:51:03
Echo reporting £8-10m, twice the Umbro deal.
Colin Glassar
4 Posted 20/05/2020 at 16:56:55
㿊m for a 3-year deal. Some interesting news at last. Now we need a shirt sponsor.
Philip Bunting
5 Posted 20/05/2020 at 16:58:07
Really good deal and a nice change from Umbro. In the current climate EFC can feel pleased getting this signed and sealed. Now just the shirt sponsor to confirm.
Nick Parker
6 Posted 20/05/2020 at 17:20:36
It's not the global brand I had hoped for but clearly the money is better and anything is better than Umbro. I don't know much about them which is worrying but I just hope the quality is as it should be and they offer a good range.

Welcome, Hummel, and let's see what you got.

Adam Carey
7 Posted 20/05/2020 at 17:50:51
Good enough for Bally, good enough for me!

If any of you are on Twitter, we could do well to have something like this mock-up:


Iakovos Iasonidis
8 Posted 20/05/2020 at 18:22:43
At last a good kit deal! https://www.footyheadlines.com/2020/01/hummel-everton-20-21-home-away-kit-concepts.html
Matt Traynor
9 Posted 20/05/2020 at 18:28:22
٧.5m per year according to various marketing / sponsorship news sources. Certainly an improvement, we're never going to compete commercially until we get regular Champions League football.

It wasn't that long ago that our neighbours' commercial income alone eclipsed our total revenue. I think secondary income is one area the club have progressed in leaps and bounds since Moshiri et al came on board.

Paul O'Neill
10 Posted 20/05/2020 at 18:38:47
Good stuff. Might be a bit retro looking which I always like. Denise Barrett-Baxendale doesn't half spout some prosaic business-speak nonsense though!
Jimmy Salt
11 Posted 20/05/2020 at 18:40:15
At least it's not Nike... yes, yes, I know they pay the most. But that's why I hate them: American global bully, I hate seeing Nike on a football. Rant over.
Danny ONeill
12 Posted 20/05/2020 at 19:04:52
What I liked about them is their uniqueness. It's why those old enough or of that generation will remember those Tottenham & Denmark strips mentioned. I like this; nice change from Umbro and some of the other brands who, let's face it, have one design that is applied to multiple clubs.
Joe McMahon
13 Posted 20/05/2020 at 19:15:00
Bollox, I was wanting Slazenger.
Danny ONeill
14 Posted 20/05/2020 at 19:19:22
Let' go full on 80s Joe; Sergio Tacchini
Christy Ring
15 Posted 20/05/2020 at 19:38:50
A big improvement on our last deal, but does anybody know if Kitbag are still responsible for the distribution and selling of all our kits and merchandise, which was a shambles. Remember they were given a 10-year deal @ ١m a year by Elstone & Kenwright, and they claimed all the profits.
Paul Jones
16 Posted 20/05/2020 at 19:45:38
Have we finished that awful deal with KitBag.com or whoever they were? I seem to remember any profits from kit sales above and beyond a certain (low) threshold went straight to those jokers.

EDIT - Sorry Christy I've just read your post. I've got no attention span these days!

David Thomas
17 Posted 20/05/2020 at 20:01:48
The club seems to be moving forward well off the pitch under Moshiri.

Let's just hope they get the recruitment side for the playing staff sorted from now on as well.

Fran Mitchell
18 Posted 20/05/2020 at 20:09:56
Just hope they do a decent kit. Happy it isn't Nike or Addidas, they just seem to do cheap copy and paste kit designs for clubs that aren't elite clubs.
Tony Everan
19 Posted 20/05/2020 at 20:40:16
Great news, Bolaise and Sandro's wages sorted out. Now we need to find a few quid for Rabiot or Denis Zakaria.
Martin Lewis
20 Posted 20/05/2020 at 21:01:20
Seem to remember Bally in a polo neck with Amber socks in those white boots. That's the one for me. Great idea for both parties.

At last, no SportPesa. At least that's one devil we won't have a deal with.

Paul Birmingham
21 Posted 20/05/2020 at 21:01:22
At last, the club is becoming commercially savvy and is showing intent to no longer honour nor accept mediocrity off and on the pitch.

Long may this last, and hopefully this will be a catalyst to build strong foundations for success on the pitch and commercially off the pitch.

Jerome Shields
22 Posted 20/05/2020 at 21:12:04
Great news.
Mike Gaynes
23 Posted 20/05/2020 at 21:20:31
Paul #21, I'll believe that the club is becoming "commercially savvy" when I walk into a sporting good store here in the States and see an Everton shirt for sale.

I've only been waiting 35 years, so I'm patient.

Per Stumo
24 Posted 20/05/2020 at 22:00:16
Always liked Hummel, going back to my own playing days in the 80s. Probably more common in Scandinavia then (and now?) than elsewhere. A bit off-beat their stuff were, but in a good way.


Alan Ball was the first player to wear non-black boots when he wore a set of white Hummels for the 1970 Charity Shield against Chelsea (2-1 to Everton). So there is some history between us and them already.

Brian Wilkinson
25 Posted 20/05/2020 at 22:53:19
Alan Ball heard a rumour that the boot manufacturer Hummel were looking for a professional to wear their white boots and were prepared to pay ٠,000. He took them up on the deal, only to be disappointed. He said:

“To be honest, lads, they were crap, like cardboard, so I got the young apprentices to paint my Adidas football boots white. It was great, till one day it rained and the black came through. A not-too-happy watching Hummel rep saw what I'd done so I said goodbye to the two grand.”

Paul Birmingham
26 Posted 20/05/2020 at 23:08:30
Fair call, Mike, but hopefully this is the beginning of the end and a new beginning and EFC will realise it's marketing and commercial potential and hopefully very soon that potential can be realised and grown in the USA, and elsewhere.
Ernie Baywood
27 Posted 20/05/2020 at 23:30:06
Surprised to see deals getting done. I would have thought these sort of commitments would be delayed until we know what the world looks like I'm 2021 onwards.

But it seems like the money is right.

And I like us having something a bit different. Hummel should provide that.

Always loved the arrows. Or are they chevrons?

Gavin Johnson
28 Posted 21/05/2020 at 00:19:25
This sounds a good deal on paper but it's small fry compared to the RS Nike deal worth 㿼M a season. We will have the 7th biggest deal but we're still miles behind the established top 6. Spurs get 㿊M a season.

We can't catch up with these clubs overnight and I think the real way to see how good this deal is, is to see what Newcastle United get when their next shirt deal comes up, should they become the richest club in the world.

Steve Ferns
29 Posted 21/05/2020 at 00:30:29
Happy with this. I'm pleased we're the brand's flagship club and not down the list for Adidas or Nike. I don't understand why some like the big brands so much when they don't treat us well (see Puma and Nike in recent years). I'd rather be a brand's main concern. I hope they give us a decent kit.
Dave Latham
30 Posted 21/05/2020 at 00:31:50
Mike (23) Ditto Aus. I tell my smirking RS pals that there are none available as they have all sold out. I couldn't even get an Everton shirt in Thailand when we were sponsored by Chang.
Derek Thomas
31 Posted 21/05/2020 at 01:20:08
If it's blue with small bits of white (hated that Lineker bib monstrosity) in the usual places then I'm in.
Ian Linn
32 Posted 21/05/2020 at 02:44:55
So about 10 years ago, I'm at a wedding at the Stanley Hotel in Estes Park, Colorado. I get talking to some posh English bloke who had come out from Miami where he was living and it transpires his surname was Humphrey.

Now, he tells me that his Grandfather and Great Uncle started Umbro, and the name came from being shorted, the Humphrey Brothers to Um-Bro, geddit?

Anyway, I went to school in Winsford (Woody Lodge, been demolished now, thank god) and in Winsford there was an Umbro factory. Speedie's Mum used to work there as an inspector so, if you wanted a footty shirt that Umbro made, she would snip the label off the one you wanted, it would get cast in the rejects bin, and then could be purchased by employees for 2 quid. Speedie would sell them to us for 3 quid and everyone was happy. Except for Mr Umbro.

I recanted this tale to Charles (surprised I can remember his name) and he got all pissed off, made some comment like "There was a reason we shut that place down" (in reality probably to exploit child labour in some 3rd world country) and left me standing at the bar. We never spoke again. Ho-hum.

Derek Knox
33 Posted 21/05/2020 at 06:11:52
Wunderbar Gotten Hummel! :-)

I suppose this means a better deal financially for the Club, but those with at least one kid, or those that buy a shirt each season, will be forking out again, and again.

Sam Hoare
34 Posted 21/05/2020 at 07:22:41
A better deal. Though still miles behind top 6. Which is maybe to be expected till we start getting into Europe regularly.

I like Hummel and think they will do a good kit. Better to be a big fish in a small pond in this regard I think and get lots of their focus and attention.

Mark Murphy
35 Posted 21/05/2020 at 07:31:49
I'd prefer the chevrons to be pointing upwards.
Les Moorcroft
36 Posted 21/05/2020 at 08:35:08
Ian @32, good to hear Winsford has gone. That's a good start up there. Asking for a friend.🙄
Alan Rodgers
38 Posted 21/05/2020 at 08:48:22
Looks like we're getting rid of Angry Birds too according to today's Echo. More good news!
Colin Glassar
39 Posted 21/05/2020 at 08:55:28
Sounds like we're getting rid of that awful Angry Bird shite that pooped on our shirt sleeves.

At last, the Little and Large era of shitty deals seems to be coming to an end.

John Pickles
40 Posted 21/05/2020 at 09:25:06
I glanced at the logo and it just reminded me of, how shall I put this, 'Meat and Two Veg'.

You know when you can't unsee something.

Jim Jennings
41 Posted 21/05/2020 at 09:45:03
John #40,

It's actually a bumblebee, which is what Hummel translates to in German.

Brian Williams
42 Posted 21/05/2020 at 10:12:13
John @40.

A psychiatrist would have a field day with that, mate!

Tony Abrahams
43 Posted 21/05/2020 at 10:22:05
If we want to start floating like butterflies, we just need Tyson's spliffs now!
Bobby Mallon
44 Posted 21/05/2020 at 10:30:55
Gavin Johnston @28.

We have got double what we had before. I personally don't give a rat's arse what Newcastle get. When have they ever been as good as us in any way shape or form?

As for the red shite, they will always be miles ahead of us, fact. This is another great step up. Well done, EFC.

Graeme Beresford
45 Posted 21/05/2020 at 10:35:09
We will have to see what the kits are like. I mean at the end of the day it's just a company that makes our stuff. We've had Um-Bro, Nike, Puma, etc so it doesn't bother me as long as the gear is done well.

What I would like to see is a theme. Like the first kit should be themed around Alan Ball. A little logo of his white boots on the back or something. Next year, Howard Kendall, etc etc. I just hope they get the colour right. It's always a big thing for me. Royal blue! Not navy. Royal blue.

Mads Kamp
46 Posted 21/05/2020 at 11:25:09
Danish dynamite!

Now get some more Danish players as well, the likes of Krøldrup etc.

For those of you suggesting Hummel is a German brand, I have one word: disrespectful.

Craig Walker
47 Posted 21/05/2020 at 11:40:26
We didn't do too badly last time we had a Danish firm plastered on our shirts.

Can't remember where I saw it but someone on Twitter posted a picture of Richarlison playing in an Everton Hummel kit with a question 'would you be happy if this was Everton's kit next season?' I'm guessing it was a fan's concept effort as it was Richarlison actually playing in a game in front of a crowd. Did he know something? Was it public knowledge that Hummel were in contention?

My only concern with Hummel is that they don't go overboard with the chevrons. Having said that, Umbro have been putting their diamonds all over our tops for years.

Mads Kamp
48 Posted 21/05/2020 at 11:59:59
Craig #47: What firm was that?
Paul Burns
49 Posted 21/05/2020 at 12:00:30
Cheap and nasty. I had a pair of their footy boots once, they fell apart after one game.
Billy Roberts
50 Posted 21/05/2020 at 12:12:03
Mads @48
Possibly Hafnia? Late 70s our first shirt sponsor, Danish meat company I think?
Tony Everan
51 Posted 21/05/2020 at 12:34:30
The company was founded in 1923 by Albert Messmer and his brother Michael Ludwig Messmer, with the name "Messmer & Co" in Hamburg, Germany; that same year, the Messmer brothers introduced the first football boots to the world.

Hummel became Danish after being taken over by Bernhard Weckenbrock in 1956.

Derek Knox
52 Posted 21/05/2020 at 12:48:50
John @ 40, Tut, tut, I must be a much straighter thinking individual, because I thought it resembled a Bee, or a similar insect, with Head, Wings and Abdomen/Thorax. A toggle and bunch never entered my innocent head. :-)
Mads Kamp
53 Posted 21/05/2020 at 12:48:52

Well done! I actually didn't know that, so I am the one being disrespectful. I apologize.

Nowadays Hummel is Danish. And as a Dane I'm very proud that the logo will be on the shirts of my all time favourite football club.

Patrick McFarlane
54 Posted 21/05/2020 at 12:49:30
Mads # 48

I dug this article out relating to Hafnia, I'm not sure about the random fact though!

Famous Everton 1980s presence set for sensational comeback

Fans website unearths the remarkable return of a staple from the Goodison glory days

ByIan DoyleChief Liverpool writer 09:47, 15 FEB 2017

They were a name synonymous with many of Everton's glory days in the 1980s.

A brand closely associated with Howard Kendall's all-conquering team that won the FA Cup in the 1984 and the league championship and European Cup Winners' Cup the following year - even if they couldn't feature in the final itself.

And now, it seems, Hafnia are back.

Everton fans' website The Top Balcony have put in the hard yards to discover the Blues' first-ever kit sponsor is poised to return to the market.

Hafnia, a Danish company that specialised in processed ham products, were given huge exposure to the English public during that golden period.

But when their sponsorship deal ended in 1985, they were dissolved soon after with the name being passed to Tyson Foods.

Now the Hafnia trademark, which was first registered as a trademark in the 1940s, has now been acquired by Polean Foods.

And they are set to be relaunched as brand.

Mike McElhone, general manager of Polean, told The Top Balcony: “Those early 80's Everton jerseys are fantastic!. Strange, a Danish ham company sponsoring an English football team?

“Polean recently acquired the trademark from Tyson, as we produce high quality hams/processed meats... and would like to use the Hafnia label once again.”


Random fact: the name Hafnia comes from the Latin name for the Danish capital Copenhagen.

Mads Kamp
55 Posted 21/05/2020 at 12:50:57
Oh yes. Hafnia was a Danish insurance company.
Mads Kamp
56 Posted 21/05/2020 at 12:56:14
#Patrick 54
Thanks for the info. There must have been two companies then, cause Hafnia was also the name of the (biggest, I believe) insurance company in Denmark.

Thanks for enlightening me!

Lenny Kingman
57 Posted 21/05/2020 at 13:09:17
Back to the future.
Chris Williams
58 Posted 21/05/2020 at 13:10:57

Yes, Hafnia sold meat. They were a big supplier to Littlewoods at that time. From memory, the son of one of the high ups was an employee in Chain Store Manager programme.

Robert Tressell
59 Posted 21/05/2020 at 13:12:39
On the Rorschach Test theme, I don't see a bee or a collection of meat and two veg. I see someone wearing half-moon glasses with expressive eyebrows. If it were to be any private parts I'd say lady - noting the dot at the top.
Derek Knox
60 Posted 21/05/2020 at 13:49:56
Robert @59, with reference to the Rorschach Test, my psychiatrist thought exactly the same as I did, when I recently visited him in Hospital (Social Distance observed) although there is no news as to when they will release him. :-)
Eric Myles
61 Posted 21/05/2020 at 14:26:47
I see a pair of half closed eyes and a big nose, possibly of Indian origin judging from the dot between the eyes.
Gavin Johnson
62 Posted 21/05/2020 at 15:34:13
Bobby Malone #44,

Actually, if Newcastle do get taken over, it will be very important to see how their deal matches our own because they will be very rich, and like us, stifled by FFP, so it will be interesting to see how they can negotiate new deals and get around that. If they suddenly get a new kit deal like Spurs equating to 㿊m a year, it will mean our deal isn't that amazing at all.

Listen, it's double what we previously got and it's great that we'll be Hummel's flagship club but we're still miles behind the established top 6. The next time the deal expires, we should be moving into Bramley-Moore Dock, and hopefully playing European football, so the deal will be greatly improved.

Tony Everan
63 Posted 21/05/2020 at 15:38:37
As far as the logo goes, it is obvious. It is an Indian lady on a tea plantation carrying two baskets of freshly picked leaves.
Brian Wilkinson
64 Posted 21/05/2020 at 15:50:53
Very good, Tony. Puts my looks like a bee theory to bed. :-)
Per Stumo
65 Posted 21/05/2020 at 17:11:09
Brian @25: That's pretty funny tbh :)

I always liked the pair I had in the 80s but then again I also liked the canvas boots I had!! They looked like a cheap black/yellow Converse knock-off with studs. Being all soft canvas you couldn't get off a hard shot without bruising your foot, but man were they comfortable and ace for all the technical stuff. more ace than me as it turned out. Anyone else have one of those weird pair of boots?

Per Stumo
66 Posted 21/05/2020 at 17:24:48
Karl Masters
67 Posted 21/05/2020 at 19:24:51
Better financially, but I'll reserve judgement till

1) I see the kits. I remember people getting all excited when we ditched Umbro for Puma and Nike, but in both cases the kits were abysmal, especially the ‘baggy' Puma one which is easily the worst kit we've ever had.

2) As Mike Gaynes said, if they are only available in two Club shops, a few JD sports and online, we still haven't learnt much.

I'm optimistic, but let's face it, we usually mess this sort of stuff up. Personally, I like Umbro, easily as good a quality as the others and decent designs and correct shade of blue... something Puma, Nike & Le Coq seemed to have trouble with for some reason.

Richard Mason
68 Posted 21/05/2020 at 20:23:35
There was 4 concept kits on Twitter today. They were sharp looking, I thought.
Karl Masters
69 Posted 21/05/2020 at 21:31:55
Concept kits are made up by fans, Richard. Quite often, they are better than the so-called professional designers come up with! But, they are just fiction.
Rob Young
70 Posted 21/05/2020 at 21:34:59
Per #66,

Rangers have just left Hummel again.

Michael Barrett
71 Posted 22/05/2020 at 07:26:56
All we need now is a decent team to wear this... I've enjoyed these 2 months without watching us.
Jeff Spiers
72 Posted 22/05/2020 at 09:00:21
Some smart arsed kopite neighbour said we'll be going to Asda George for some ideas. Made me laugh that did, considering he's never set foot in Anfield!!!!
Tony Abrahams
73 Posted 22/05/2020 at 09:29:48
Who knows Michael B, maybe we are not as addicted as we thought we were, because I haven't really missed watching Everton either!
John McFarlane Snr
74 Posted 22/05/2020 at 10:15:49
Hi Tony [73],

I too have lost my passion for football, and what compounds the situation for me is the Headline of, "Coronavirus has cost us £ 28m so far", say Man Utd. I wonder how that compares to the 36,042 people who have lost their lives to this horrible disease. Perhaps Man Utd adopt the Jamie Crowley stance of, "Have a nice day, people die, for me, bring back the footy''.

Tony Abrahams
75 Posted 22/05/2020 at 10:39:12
The world unfortunately is built on growth John, even if many of those foundation's are built on quicksand.

I'm alright jack, doesn't necessarily mean you're selfish John, I'd say it just means that someone is just a product of this money obsessed modern world.

Paul Richardson
76 Posted 22/05/2020 at 13:34:59
Agree with Dave Latham (30). I was standing in the queue to pay in Sports Direct and my missus looked around asked: "Where's all the Everton kits and merchandise?"

I replied: "It always sells out first, that's the trouble with supporting a truly great club."

The bloke behind me almost collapsed with laugher and I joined in. He wasn't mocking or anything when we got to chat, he genuinely thought it was a witty response.

Tony Everan
77 Posted 22/05/2020 at 13:35:23
John 74, they won't get much sympathy.

Coronavirus has cost them 㿈m, or a quarter of what Sanchez did! Gives a bit of perspective...

Ray Robinson
78 Posted 22/05/2020 at 13:46:42
Tony, that figure is for March only!
Gavin Johnson
79 Posted 22/05/2020 at 19:12:36
Has anyone checked out the YouTube interview with Paul the Esk on the Toffee Blues channel? It's not Toffee TV, it's the other one. He states that the deal increase works out at a 20% increase and we're not doubling our money. I'm not sure how he works that out but the guys seems to know what he's talking about when it comes to financial matters.
Liam Reilly
80 Posted 23/05/2020 at 16:39:46
It's a good increase in commercial revenue so can only be good news, especially in this climate.

But what's insane about the whole thing is that the Shirt deal for (what are we), the 19th richest Club in World Football, equates to little more than an average footballer signing.


Justin Doone
81 Posted 26/05/2020 at 15:42:05
An improved financial deal is a step in the right direction. In 3 years we will hopefully be much nearer to moving to a new stadium and then we can triple our money.

I've always liked Umbro. British, a good football heritage with a nice simple double diamond design.

The kits have been decent with the stand out green and black kit and then the purple and navy stripe 3rd kits both original and good looking.

Kitbag deal was dreadful but had nothing to do with the makers, that was Everton's attempts to cut costs rather than grow the brand like every other club. There is an 'F' in useless.

As for Hummel, I'd rather have Matt (German defender) and I'm not sure why some fans prefer a small name to a big name brand when we are trying to grow commercialy but as long as they stay away from any Danish red colours they should be fine.

And the logo to me is sunrise. A new dawn, the sun rising between the hills casting shadows with a teardrop representing both sadness of the past but joy to the future. NSNO

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