The highly anticipated unveiling of Everton Football Club‘s new 2026/27 away kit took an unexpectedly chaotic turn when the new jersey was prematurely displayed on a massive public advertising billboard in Merseyside.
This major operational blunder, which prominently displayed the brand-new kit alongside a bold ‘On Sale Now’ marketing tagline, completely ignored the club’s meticulously planned digital media campaign.
On Sunday, July 12, Everton fans saw the new Everton away kit on a billboard outside Hill Dickinson Stadium. Everton fans were surprised because the club did not make the announcement official through media.
This is just so Everton. Moan about leaked news and then release the new kit on a billboard outside Hill Dicky before announcing it to fans…lol
— stickytoffee (@GladwysBlue) July 12, 2026
Have to say though, for me, that is one of the best kits we’ve had for a long time and I mean a long time!! pic.twitter.com/Gu7buB0l47
Castore‘s sophisticated new away strip marks a deliberate departure from the abstract, loud geometric patterns of recent seasons, in favor of an elegant, minimalist, and highly traditional aesthetic.
The kit is constructed with a crisp, stark white primary base accented by thin, clean vertical navy blue pinstripes running down the front torso panel, while the sleeves and shoulders are pristine, plain white.
A sharp, solid navy blue V-neck collar and thick sleeve cuffs are meticulously detailed with fine gold-yellow trim.
New away kit not seen it posted anywhere pic.twitter.com/g0pUPF0oFS
— LD (@LD1878) July 12, 2026
The jersey prominently displays the club’s historic front-of-shirt partnership with financial services firm CMC Markets. This multi-year deal, worth between £25 and £30 million per year, ensures immediate club compliance with the Premier League’s upcoming ban on front-of-shirt gambling sponsors.
Concurrently, former primary sponsor Stake has moved to the left sleeve under a newly restructured, high-value agreement.
It seems the promo pics went live prematurely since passerby spotted the billboard removed while inspecting further.
Looks like the billboard went up a bit too early, pic.twitter.com/RK1m6JxEEw
— School Of Science TV (@SOSTV1878) July 13, 2026
Safe to say fans are extremely embarrassed by the ongoings as it isn’t clear if this move was part of a promotional campaign to launch the new away kit or a massive blunder from the marketing side.
Everton’s official 2026/27 Premier League season kicks off on Saturday, August 22, 2026, with a home game against Crystal Palace. This will be David Moyes‘ second season in charge of Everton at their new home, the Hill Dickinson Stadium.
