Surely you have heard how big clubs claim that the transfer of a popular player was supposedly paid off in a few weeks or days only thanks to the shirt sales. Transfer of Ronaldo to Real Madrid, a similar move from Gareth Bale, Neymar’s voyage to Barcelona, and gross 100 million for Pogba. All of these signings were accompanied by news that a significant part of the money spent was recouped in a few days at the expense of sold T-shirts. But club owners are cunning, and if that was true, then not the most adequate transfer market would have gone completely crazy. Let’s see where the truth is hiding here.
The most recent move of Cristiano Ronaldo, but this time to Juventus, cost the Bianconeri about 100 million euros. In the first 24 hours, Juventus sold 520,000 T-shirts with the legendary seven on the back and various media started counting huge profits, which averaged 60 million euros.
Sports media love such news and eagerly spread them over the Internet. More reputable newspapers immediately point out that these sums are not even close to real money, which the club will end up with. But most do not even worry about such important annotations. This is why one of the most misleading myths in football was born.
The ignorance of fans also contributes to the popularization of this myth as most of us do not inquire how clubs earn money and which sources of income are the most profitable. Everything is quite simple. Let’s take Barcelona for example. This club has one of the most lucrative sponsorship agreements with a kit manufacturer. According to the recently renewed contract, Nike will unload almost 100 million euros a year to Barcelona as a sponsor. In addition, the American company pays huge sums to other European clubs. Why is it a profitable venture for Nike? Because, as a rule, the manufacturer of the club’s kit takes 85-90% of the total revenue, or even all revenues.
In other words, leading kit manufacturers, such as Nike and Adidas, are making long-term investments. The manufacturer releases an updated kit every year, while the club tries to make a loud transfer each transfer window. All of this contributes to strong sales in club stores and online, and any kit deal with a large club pays off doubly.
You probably wonder, “Why doesn’t a club itself stamp t-shirts and take 100 percent of profits?”. Well, if compared to Nike, Adidas or Puma, the same Real Madrid is a coffee shop with croissants. No football club in the world will pull the necessary infrastructure and expenditures needed for the production of millions of T-shirts, not to mention the logistics and advertising costs. Many clubs cannot even cope with the maintenance of their website and, as a rule, allocate the website management to third-party companies.
In short, returning to Ronaldo, by the end of this year Juventus can count on at least 7-10 million in T-shirts sales, which is certainly a good amount of money, but does not even cover a half of the Portuguese’s salary. But in the case of Cristiano, Juve bought a brand that in addition to sports results will bring much more than the growth in sales in the online store.
Share this video among your friends and let’s end with this empty myth. If you are interested in learning more about how big clubs can afford one hundred million transfers, click on the video that you see on the screen right now. Thank you for watching.