Whichever way that you look at it, replica football shirts are big business and a game-changer for clubs. It doesn’t matter who you are, what level you play at, replica shirts are an important revenue stream for a club.
One indication of their pull can be seen in the 24 hours after Juventus announced the signing of Cristiano Ronaldo. Within a day, the Turin club had sold 520,000 replica shirts – a cool £46.7m of merchandise shifted. Put that into further perspective, that’s over half the £89.5m that Il Vecchia Signora paid for the Portuguese superstar. Of course, it’s not a straight £46.7m in the club coffers but you can rightly state that since they signed him, Juve’s cut from shirt sales will have paid for him.
Leeds United are not in that stratospheric mega-level yet. But they are showing year-on-year record shirt sales. The Whites centenary home kit sold as many shirts in just 12 days as had been sold in 12 weeks with the previous kit. The grey/pink away shirt was blasted by some but still sold 4,000 units in just 24 hours to easily make it the highest-selling away kit in the club’s history.
The current home shirt is another record-breaker of a shirt. Manufactured by Adidas gives it added street-cred and kudos, a simplistic design adds to its appeal and it has been this that has helped it to surge in sales. £850,000 worth sold on the first day of release, £600,000 on the following day. That’s just the home shirt. The ’94 Green/Blue Thistle Hotel throwback away shirt will also sell and you can easily see fans clamouring with fistfuls of tenners and demanding their money be taken.
The Whites are not at Juve levels just yet but they are stepping in the right direction.
— WeAllLoveLeeds (@weallloveleeds_) August 27, 2020
Just don’t mention the 3rd kit, please.