Are Football Teams Milking Fans with Too Many Kit Releases?
Oct 20, 2024, by Chris
- Increased Kit Releases: Football teams have significantly increased the number of kit releases per season, evolving from one kit in the early 1990s to as many as five or six in 2024, driven by commercial strategies.
- Financial Impact on Fans: The constant release of new kits creates financial strain, particularly for families who feel pressured to purchase the latest kits for their children, although purchasing kits is ultimately an optional expense.
- Kit Prices vs. Ticket Prices: Despite the increase in kit releases, ticket prices have remained relatively stable, particularly in Germany where kit release is at its most extreme, with the cheapest season ticket for a club like Bayern Munich often costing the same as a new authentic jersey.
In the early 1990s, many football teams did not release new kits every season, and when they did, it was often just one. However, things began to change by the 2000s, with teams introducing two kits per season, and eventually, three kits became the norm. Fast forward to 2024, and many teams are releasing as many as four or even five new kits per season—Bayern Munich and Borussia Dortmund released five, Barcelona likely four, and Sporting Lisbon at least six.
Evolution of Kit Releases
Bayern will have more kits in a single season than they had in four seasons 30-35 years ago.
In the past, football teams often held onto their kits for multiple seasons. For example, Bayern Munich had only three different kits over four years in the early 1990s. Today, they’ve released 20 different kits in just four years, reflecting how much the landscape has changed. Today, teams release more kits as part of an increasingly commercialized strategy that drives constant demand from fans.
Five kits is now the new standard for Bayern and Dortmund, Germany's two biggest teams
An essential aspect of the evolution of football kits is that most major teams no longer have just one version of their kits. Brands now offer more expensive authentic jerseys, which enables them to generate additional revenue, facilitating costly sponsorship deals.
Are Fans Being Taken Advantage Of?
So, are football clubs milking fans with all these kit releases? For fans who feel the need to purchase every new kit—or even just two per season—the answer is likely yes. The constant stream of new designs can feel like a deliberate attempt to push supporters to spend more. However, it's important to note that buying a new kit is optional. For many, it's still a choice whether or not to purchase the latest shirt, especially as older kits still do the job.
Pressure on Families
The situation is a bit different for families with children. Kids often feel social pressure to have the latest kit, making it more of a necessity than an option for parents. This can create a significant financial strain, as keeping up with new releases becomes harder when teams are putting out four or five kits a season.
With kits, teams mainly "milk" those fans who want to be milked - many also only want to support their team when buying new kits
Interestingly, despite the increase in kit releases, ticket prices have remained relatively stable, at least in Germany (where teams release more kits than in all other big European countries). For example, Bayern Munich's cheapest season ticket costs 170 euros, which is about the same as the price you pay for the authentic kit with a player on the back.
170 Euro: Bayern's cheapest season ticket costs just almost the same than a single authentic kit (155 Euro)
The ticket situation for clubs like FC Barcelona, Real Madrid, and many Italian teams is totally different from that in Germany—fans are charged enormous amounts for tickets here.
At the end of the day, at last with kits, you cannot simply say that teams are "milking" fans with kits - they are mainly "milking" those fans with kits who want to be milked. Buying a kit is optional, unlike paying for match tickets or watching your team live via TV.
Given the increase in kit releases, do you think teams are taking advantage of fans, or is it simply part of modern football’s evolution? Would you still buy every new kit your team releases, or is the growing number of releases too much? Let us know in the comments below.
No More Stanno: Capelli Barnet 26-27 Home & Away Kits Released
English club Barnet FC have officially unveiled their new home and away kits for the 26-27 season. Made by official outfitter Capelli Sport, the launch follows a short teaser campaign by the club earlier in the week.
The new Capelli Sport Barnet 26-27 home and away shirts feature custom designs for the upcoming campaign. Following the official reveal on July 18, 2026, both kits were made available for supporters to buy right away.
Fans looking to purchase the new Barnet FC 26-27 home and away kits can find them currently in stock at the club's physical store as well as through their official online shop.
Aliağa FK 26-27 Kits Released
Turkish TFF 2. Lig side Aliağa FK have officially unveiled their new Adidas kits for the 26-27 season. The new jerseys were revealed across the club's social media channels ahead of their upcoming league campaign.
Made by Adidas, the new Aliağa FK 26-27 shirts are based on the brand's teamwear templates but are customized to match the club's identity. The collection features jerseys in the team's traditional yellow, black, and white colors, offering a clean and modern look that highlights the club crest and embodies the team's fighting spirit.
The Aliağa FK 26-27 kits will be worn throughout the upcoming TFF 2. Lig season as the team competes in the Turkish third tier.
FC Lorient 26-27 Home Kit Released
The new FC Lorient 26-27 home kit was officially released today by Joma. It will be worn in the upcoming French football campaign and follows the launch of the club's white and black Breton-inspired away kit that debuted earlier in July.
The Joma FC Lorient 26-27 home shirt introduces a design that stays true to the club's identity. While the design itself is traditional, the release has sparked some debate online due to noticeable color differences between the promotional graphics on the Joma and Lorient websites and the physical kit images circulating on social media.
The FC Lorient 26-27 home kit is available to purchase through the club's official stores and Joma.
No More Mizuno: Reebok Hansa Rostock 26-27 Away Kit Revealed
Following the official launch of their historically inspired home shirt earlier this month, the new Hansa Rostock 26-27 away kit has now been revealed. Made by Reebok, the release is part of the sportswear brand's first-ever stint as a kit supplier for a German football club, having recently taken over the contract from Mizuno.
The new away kit provides a fresh alternative for the upcoming 3. Liga campaign, contrasting with the 26-27 home kit which features traditional blue and white vertical stripes inspired by the club's legendary 1993-94 design. The latest images showcase Reebok's distinctive approach, continuing to blend modern functional sportswear with a classic aesthetic.
Lech Poznań 26-27 Home & Away Kits to Be Designed by Wonderkitz
Current Polish champions Lech Poznań will wear home and away kits designed by Wonderkitz for the 26-27 season. Wonderkitz officially announced the collaboration, confirming that the new designs will be revealed soon. The club's official account also acknowledged the announcement, expressing excitement about creating new history in the upcoming shirts.
A teaser image was shared alongside the news to build anticipation for the final release. This partnership adds to Wonderkitz's growing presence in Polish football. The brand recently announced their design work on the Warta Poznań 26-27 home kit and is rumored to be collaborating with a total of five Ekstraklasa teams for the new campaign.
In-House UB Conquense 26-27 Kits Released
Spanish Segunda Federación club UB Conquense have unveiled their new kits for the 26-27 season. Notably, the team has opted to produce their uniforms entirely in-house rather than partnering with an external sportswear brand.
The release includes a full set of four distinct kits, giving the team plenty of options for their upcoming campaign in Spain's fourth tier. By manufacturing their own gear, UB Conquense maintains full creative control over their visual identity and kit designs for the 26-27 season.
What do you think of clubs producing their own kits without an external supplier? Drop a comment below with your thoughts on the new UB Conquense 26-27 in-house kits.
"All" Special Boots Spotted at the 2026 World Cup
The 2026 World Cup has provided a massive stage for the world's biggest sportswear brands to showcase their latest boot packs, but a closer look reveals a fascinating array of player-specific customizations. While retail versions of these boots are worn by the majority of players, high-resolution photography from the tournament has highlighted several special, heavily modified boots that differ significantly from what is available to the public.
Through close-up shots shared by boot enthusiast @bootsplug, we can see the intricate details and hidden modifications that often go unnoticed during regular match broadcasts. The close-up images reveal an impressive level of personalization. Players have taken to the pitch in boots featuring custom national flags, personalized text, and unique stitching patterns.
No More Puma: Patrick SGS Essen 26-27 Home & Away Kits Released
German club SGS Essen have officially unveiled their new home and away kits for the 26-27 season. The team will debut the new shirts in the 2. Frauen-Bundesliga, following their recent relegation from the top tier of women's football in Germany.
The SGS Essen 26-27 kits are made by Patrick, replacing previous kit supplier Puma. The launch was accompanied by a video showcase and a detailed look at the new designs through promotional photos, marking a fresh start for the club as they look to bounce back this season.
Real Madrid 26-27 Away Kit Spotted on Sale Ahead of Release
The Adidas Real Madrid 26-27 away kit has been spotted on sale prior to its official launch. Pictured by @zt4q_, the shirt is currently available to purchase at a JD Sports store in Riyadh, Saudi Arabia.
Official images of the Real Madrid 26-27 away kit leaked earlier in July, pointing to an expected release date of July 23. The Riyadh store has evidently placed the shirts on the racks a few days early, providing fans with an in-hand look at the retail product before Adidas' official announcement.