In the world of football, where victories often steal the limelight, there exists an unsung hero that holds immense significance for supporters—the club kit.
While it may not influence on-field performance, a stylish and iconic kit can elevate a team’s image and contribute millions to its coffers.
The Impact of Aesthetics on Revenue
Club owners, despite having deep pockets, are bound by Financial Fair Play rules, necessitating a delicate balance between investment and earnings.
Enter the football shirt—a merchandising juggernaut capable of turning fans into consumers. A well-designed kit not only becomes a symbol of the club’s identity but also a lucrative revenue stream.
The Trend: Seasonal Football Club Kit Releases
In the modern game, clubs release new home, away, and third kits annually, shunning the practice of multi-year designs.
This strategy, driven by consumer demand, ensures sustained revenue growth. The question then arises: Which club’s shirt reigns supreme in popularity?
As per research conducted by Dr Peter Rohlmann, via Reddit,
| Top-selling football shirts globally for 2022/23 (in units) | ||
| Liverpool | Nike | 1.8 million |
| Manchester United | Adidas | 1.75 million |
| Real Madrid | Adidas | 1.7 million |
| Barcelona | Nike | 1.6 million |
| Bayern Munich | Adidas | 1.35 million |
| Manchester City | Puma | 1.29 million |
| Paris Saint-Germain | Nike | 1.1 million |
| Arsenal | Adidas | 850 thousand |
Arsenal’s Rise and Impending Challenges
Arsenal, sponsored by Adidas, secured the eighth spot, witnessing a 20% sales surge from the previous season.
The Gunners’ success on the pitch, finishing second in the Premier League, undoubtedly fueled their popularity, with Champions League participation expected to amplify it further.
Transition at PSG: Neymar and Messi’s Departure
Paris Saint-Germain, boasting a star-studded lineup, secured the seventh position with 1.1 million sales.
However, the departures of Neymar and Messi pose a fascinating subplot, leaving the future trajectory of kit sales uncertain.
Manchester City’s Record Revenue and Triumphs
Manchester City, not just breaking Premier League records with £712.8m in revenue but also clinching a memorable treble, grabbed the sixth position.
The addition of Erling Haaland and their triumphant season undoubtedly contributed to their kit sales success.
Bayern Munich: German Giants in Global Rankings
Bayern Munich, the sole Bundesliga representative in the top eight, settled for fifth place.
Despite a less convincing Champions League performance, their strong domestic finish and 1.35 million kit sales showcase their global appeal.
Barcelona’s Messi Void and La Liga Glory
Barcelona, despite Messi’s departure, managed to secure the fourth spot with 1.6 million units sold.
Domestic triumphs under manager Xavi compensated for their Champions League exit, proving that success on the pitch remains a potent driver of kit sales.
Real Madrid: Overcoming Challenges with Bellingham’s Arrival
Real Madrid, overcoming challenges, claimed the third position with 1.7 million sales. Bellingham’s arrival injects fresh energy, potentially boosting kit sales in the current campaign.
Manchester United’s Resilience and On-Field Success
Manchester United, holding the second spot with 1.75 million sales, showcases the club’s enduring popularity despite post-Ferguson challenges.
On-field successes, including a Carabao Cup win, have contributed to their resilient fanbase.
Liverpool’s Reign at the Top: A Perfect Blend of Style and Success
Liverpool, claiming the top spot with 1.8 million sales, exemplifies the synergy between on-field success and kit aesthetics.
As they embark on another title challenge, the question looms: Can they retain their status as the undisputed kings of replica shirt sales?
Where Style Meets Success
In the world of football, the marriage of style and success extends beyond the pitch. As clubs strive for victory, the allure of a well-crafted kit becomes a powerful asset, shaping not just the team’s image but also its financial destiny.
The 2022/23 season’s sales figures stand as a testament to the enduring impact of fashion in the beautiful game.