In their 2023 annual report, UEFA highlighted the top-earning European clubs through replica kit sales, among other financial aspects of club football.
The list shows the top five clubs’ kit manufacturer sponsorships (i.e. income from their kit supply deals) merged with their total merchandising revenue for the calendar year.
The top 5 in UEFA’s breakdown of kit revenue is largely controlled by well-known clubs from only three out of the “big five” European football leagues. These clubs have their kit deals divided between just two of the sport’s most widespread suppliers.
Top 5 Clubs Based On Kit Sales And Merchandise
5. Manchester United – £111 million (Adidas)
Given their extensive history of commercial activity in world football, it comes as no shock that Manchester United holds a prominent position at the upper echelon of UEFA’s global merchandising analytics.
According to Manchester United’s official website, the fans at Old Trafford are eager to express their support for local talent Marcus Rashford, who stands out as the top-selling player in terms of shirt sales.
Due to the considerable size and prestige of the club, there is an enduring connection with their squad, and it seems highly probable that this bond will remain unchanged.
Forever and ever. 🌹
Introducing the new @manutd 23/24 home kit. Available now: https://t.co/onh9DK7WNt pic.twitter.com/3xOzrKoMah
— adidas UK (@adidasUK) June 27, 2023
4. Liverpool – £113 million (Nike)
Just edging past Manchester United by a narrow margin, Liverpool currently leads the Premier League in shirt sales and merchandise income. Despite experiencing a slight dip of around 3.5 percent from €137 million in 2022, they remain the top earners in this category.
With the arrival of Dominik Szoboszlai, he quickly became the most requested name for jersey printing in the early stages of the 2023/24 season. However, retailers agree that Mohamed Salah continues to hold the top spot overall.
A fresh new look 😎
The 23/24 home kit is now available in-store and online ⤵️
— Liverpool FC (@LFC) May 18, 2023
3. Bayern Munich – £126 million (Adidas)
Bayern Munich has witnessed a significant increase in their annual merchandise revenue, rising from £108 million in 2022.
The significant increase in revenue is credited to Bayern Munich’s longstanding commercial alliance with Adidas, a partnership that has persisted since the 1960s. This lucrative collaboration is expected to persist until at least the summer of 2030.
Also, the arrival of Harry Kane, the all-time leading goal-scorer for both Tottenham Hotspur and England, has significantly contributed to the increase in their shirt sales.
#Anzeige | Mia San Rot-Weiß 🔴⚪ #FCBayern #MiaSanMia @adidasfootball 👉https://t.co/GC89kOYCyk pic.twitter.com/7nAmynNqOW
— FC Bayern München (@FCBayern) May 17, 2023
2. Real Madrid – £132 million (Adidas)
Slightly trailing their El Clasico counterparts Barcelona, Madrid secures the second spot with £132 million in kit revenues. The consensus remains that the team from the Spanish capital will consistently enjoy high levels of popularity among supporters.
Real Madrid initially entered into a kit supply agreement with Adidas in 1980. Despite a period of separation in the 1990s, the two entities rekindled their partnership in 1998 and have been closely connected ever since.
Following Jude Bellingham’s signing with Los Blancos in the summer of 2023, his on-field influence has been unmatched, and his off-field impact has been equally significant. According to Marca, there is a substantial demand for shirts featuring his name.
✨ Just hanging out with our new kit…🤩@adidasfootball pic.twitter.com/n0fMYTMMy3
— Real Madrid C.F. 🇬🇧🇺🇸 (@realmadriden) June 25, 2023
1. Barcelona – £153 million (Nike)
The iconic blue and red stripes of Barcelona have become the most profitable shirt design in European football, with the club witnessing a substantial increase in merchandise revenue from £101 million in 2020.
According to Forbes, the club’s top-selling kits feature the emerging young talents, led by Pedri and Gavi, along with seasoned talisman Robert Lewandowski.
The Spanish giant’s kit has been manufactured by Nike for 25 years. However, this may be about to change as there’s been disagreements between the two parties in recent years.
Greatest kit Of All Time. 💙❤️#BarçaAtleti
Get it here 👇
— FC Barcelona (@FCBarcelona) December 3, 2023
Barcelona To Make Their Own Kits
Barcelona’s contract with Nike runs until 2028, however, they are reportedly considering ending their current kit manufacturing agreement.
According to Spanish outlet Sport, the La Liga club is exploring the possibility of producing their kits in-house and establishing a new label.
Barca Licensing Merchandising (BLM) currently handles the production of all non-sporting clothing for the club. President Joan Laporta has suggested the potential use of BLM to manufacture Barcelona’s kits.
He stated, “There are three options: continue with Nike, accept what the market offers us, which would pay us much more, and there is the option of doing it ourselves through BLM as we do with other types of clothing ,”
“If you see what it costs to make the shirts and the price at which they are sold… in terms of profitability, creating Barça’s own brand is not ruled out.”
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