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.
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).
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.