Full Breakdown: The Price of a Football Shirt
Jul 3, 2023, by Chris
The financial dynamics behind football clubs' kit sales have been a subject of interest among fans and experts. Dr Peter Rohlmann, a German sports marketing expert, sheds light on the breakdown of earnings from each kit sold for the Mail On Sunday.
The Cost of a Football Kit
The production cost of a typical £80 shirt is just £8, covering materials, labor, and transportation, with manufacturing usually taking place in Asia.
Most big clubs earn much more from the deal than from direct sales
When a shirt is sold, the retailer, often the club itself, pockets £26.40, while the manufacturing brand receives £23.47. VAT accounts for £13.33, and the club earns a £4.80 license fee per shirt. Additionally, £2.40 per shirt is allocated for marketing purposes, and £1.60 goes towards local distribution.
The graphic also illustrates that it is very favorable for the club to sell the kit directly - if they sell it directly, they are the retailer, and grab a lot more money than if you buy the kit via the kit maker or an independent retailer.
It's important to note that these figures are illustrative and can vary depending on the contracts between clubs and their kit providers, who often make additional annual payments to the clubs.
Production cost of a typical £80 shirt is just £8
The responsibility for setting shirt prices lies with the kit providers, such as Adidas, Nike, and Puma, according to the clubs contacted by the Mail On Sunday. Replica shirt prices have experienced an increase of £5 for the 2023-2024 season at various Premier League clubs, including Manchester City, Liverpool, Aston Villa, Newcastle, Everton, Crystal Palace, and Wolves.
Biggest Football Kit Manufacturer Deals - July 2023
Of course, clubs do not only earn from sales. The biggest kit deals bring in as much as 100 million Euros per year.
Liverpool lack in the eight biggest deals in Europe - the deal just has nets a base sum of $37m per year, but there are some favorable royalties that are much higher than usual. Royalties of 20% on sales of merchandise and the firm's superior global reach have led to suggestions Liverpool could actually make upwards of £80m a year.
Do you think the price of a football kit is justified? Let us know in the comments below.
Hradec Králové 26-27 Home & Away Kit Released
Czech First League side Hradec Králové have unveiled their new home and away kit, made by Jako and to be worn in the upcoming 2026-27 season.
The two kits bring contrast approaches: The home kit is an interesting take on the traditional black and white stripes, with subtle abstract inside each stripe and a horizontal black band for sponsor placement. The away kit, on the other hand, is a simple yellow design with similar graphic and black accents.
What do you think of Hradec Králové 2026-27 home and away kits? Leave your thoughts in the comment below.
Airdrieonians FC 26-27 Home & Away Kit Released
Scottish League One side Airdrieonians FC have introduced their new looks for the upcoming 2026-27 season, made by Puma.
Both of the new designs share one identical idea: a huge red V-shaped band across the chest - which is also the club's signature graphic. Similar feature also appear on the sleeves, creating a matching full looks. While the home kit use traditional white base, the away kit is in all black.
What do you think about Airdrieonians FC 2026-27 home and away kits? Leave your thoughts in the comment below.
Aston Villa Announces Visit Rwanda as Front-of-Shirt Sponsor
Aston Villa have officially announced Visit Rwanda as the club's new Principal Partner, Official Tourism Partner, and Official Coffee Provider.
Starting from the 26-27 season, the Visit Rwanda logo will appear on the front of all men's, women's, and academy team shirts. The partnership expands the Rwanda Development Board's strategy of utilizing high-profile football sponsorships to promote global tourism.
Described as the most lucrative sponsorship deal in Aston Villa's history, reports indicate the agreement is worth up to £20 million per year including bonuses.
Brackley Town 26-27 Home & Away Kits Released
National League North side Brackley Town FC have officially launched their new Adidas home and away kits for the 26-27 season.
Produced in collaboration with Pro Direct Soccer, the Brackley Town 26-27 home shirt features the club's traditional red and white stripes. The Brackley Town 26-27 away shirt introduces a sleek look with a black base complemented by striking golden-yellow pinstripes.
Both the new home and away kits are available to purchase online, retailing at £50 for adult sizes and £45 for youth sizes.
Dunfermline Athletic 26-27 Home Kit Released
The new Dunfermline Athletic 26-27 home kit has been officially released by Erreà. The Dunfermline 2026-27 home jersey offers a fresh take on the club's traditional look by incorporating a refined tone-on-tone floral damask pattern that subtly reimagines their iconic black and white stripes. This unique detailing elevates the classic striped design, which is completed with a simple collar and solid black cuffs. The launch of the home shirt follows the release of the club's away kit earlier in the month.
Zenit 26-27 Home & Away Kits Released
Russian club Zenit Saint Petersburg have officially released their new Jogel home and away kits for the 26-27 season under the campaign slogan "Passion and Order!".
Manufactured by Russian sports brand Jögel, the Zenit 26-27 home jersey features the club's traditional blue colors, while the away shirt offers a white alternative. Both kits come with a checker design and horrible, mismatch sponsors.
The new uniforms will be worn by the reigning champions throughout their upcoming domestic campaign.
José Mourinho Uses Personal Logo on Real Madrid Training Shirt
Instead of using the standard initials like the others, José Mourinho decided to print his own personal brand logo on his Real Madrid training shirt. Big thanks to @jerseystory_vn for the collage.
This is a habit of "The Special One." He has done this at many of his previous clubs, including Benfica, Fenerbahçe, and AS Roma.
Ajax 26-27 Away Kit Leaked
We can give an official look at the Adidas Ajax 2026-27 away kit, big thanks to @KamilBerberler.
The Adidas Ajax 26-27 away shirt introduces a unique design that pays tribute to the club's rich history. According to the leak, the look is inspired by the legacy of their former home ground, De Meer Stadion. Additionally, the colors used on the kit are said to draw from ancient Greek vases depicting the hero Ajax the Great, after whom the club is named.
Liverpool 26-27 Away Kit Leaked - Official Look
We can give an official look at the Adidas Liverpool 2026-27 away kit, big thanks to @KamilBerberler.
The Adidas Liverpool 26-27 away shirt draws inspiration from the club's iconic European match tickets from the 1970s and 1980s. The design pays homage to Liverpool's rich history in continental competitions, capturing the visual aesthetic of classic matchday tickets.
The Adidas Liverpool 26-27 away kit is set to be released on July 28, 2026.