The 2012 Football Kit Supplier Survey: Jersey Licensing Top Revenue Stream

Hi guys,
On the Football Lounge, I often focus on the 3 major football kit suppliers: adidas, Nike and Puma. The 2012 Football Kit Supplier released by SPORT+MARKT outlines the fact that these 3 brands are leading the football licensed business.

Football jerseys is one of the main revenue streams for football clubs and federations. Real Madrid, the richest club in the world, generated a €479 million revenue for the fiscal year 2010-2011.

In the SPORT+MARKT study, cumulated sales of replica jerseys for all of the 98 clubs in the five key European top flights currently amount to approx. €11.1 million.

For the European clubs analysed, the average basic price for a replica shirt without customisation is just over €65. The bandwidth of jersey prices for top clubs ranges from approx. €42 to €81, with the most significant price variations occurring in Spain and Italy.

Development and number of kit supplier contracts with adidas, Nike and Puma

Based on the table, English clubs appear to offer their fans the lowest prices (club average below €50 / GBP 41.55); however, it should be noted that exchange rates play a role, as the Pound Sterling was under pressure from the Euro during the investigation period.

Club fans in Italy and France are faced with the highest prices, at over €71 per jersey, although the Bundesliga follows just
behind with a sharp increase in price to over €70. Whilst Spanish clubs charge an average of just below €65, two of the league‘s teams charge the highest price of all (€81).

Jersey prices in selected football leagues 2011/2012

Football jerseys have a bright future ahead for kit suppliers. Puma secured a lucrative partnership with the Italian National Team, adidas and the Spanish Federation partnered until 2018, when Nike enjoys a fresh deal with the French National Team, to point out a few examples.

There are now new kids on the block in the football jersey. The next EPL season Under Armour and Warrior joins the club by partnering respectively with Tottenham Hotspur and Liverpool.

Karl Lusbec


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