Ranking the Top 10 Football Clubs Based on Shirt Sales

Inigo Turner, the design director of Adidas' football department, attempted to find a silver lining. Following the criticism of Juventus' 2019/20 season kit for its divisive half-and-half design, he remarked, "Sometimes jerseys take a little longer to become a favorite."

Turner optimistically suggested that with time, people might grow accustomed to it and eventually appreciate the design, saying, "It could be that the team needs to wear it a little bit and then people will go: 'Yeah, now I'm really used to it. I really like it.'" However, this hopeful vision never materialized, and Juventus has since reverted to their traditional black and white stripes.

For the 2023/24 season, Chelsea embraced a loosely themed 90s kit, evoking nostalgia for an even earlier era. Notably, the club kicked off the new campaign without a primary shirt sponsor.

It wasn't until the conclusion of September that Chelsea sealed a £40m partnership with Infinite Athlete. While some fans might have favored a logo-free shirt, unmarred by any company emblem across the chest, the club's accountants undoubtedly advocated for the lucrative deal.

Arsenal has significantly boosted its merchandise revenue, making an impressive leap from £56m to £76m within a year. This surge is not solely attributed to the kits worn during the season.

The forward-thinking club, which introduced a strip exclusively designed by fashion giant Stella McCartney for the women's team in the current season, has also capitalized on a continuous flow of fashionable training apparel. Arsenal stands out in leveraging their fanbase's penchant for nostalgia, skillfully incorporating it into their offerings.

Despite an eight-year age difference between Michael Jordan and Paris Saint-Germain, the iconic basketball figure's signature clothing line at Nike joined forces with the French champions in a groundbreaking collaboration for the nouveau-riche club.

Expanding its global presence, PSG now boasts stores in prominent locations such as London, New York, and Tokyo. Driven by ambitious goals, Nasser Al-Khelaifi, the chairman, aspires to elevate PSG into "the greatest sports franchise in the sports industry," as articulated by Fabien Allegre, the chief brand officer at PSG. Despite significant commercial success, there is acknowledgment that there is still room for further growth.

Since the contentious takeover by the Glazer family in 2005, Manchester United has been steadfast in maintaining its position as the world's best-supported club, driven by a desire to maximize profits.

An in-depth investigation conducted by market research firm TNS shortly after the Glazer takeover revealed that 5% of the population identified Manchester United as their favorite club. Despite this significant fan base, the club has not outsold the merchandise of four of its European counterparts.

The leadership at Liverpool was so determined to switch from their agreement with New Balance to Nike's more lucrative offer that they resorted to taking the matter to the high court in 2019.

The Reds emerged victorious in the case as the court dismissed New Balance's assertion of being capable of selling Liverpool shirts in 40,000 stores as "utterly fanciful."

Adidas ventured into the realm of non-footwear merchandise for the first time in 1967 with a tracksuit crafted for Bayern Munich legend Franz Beckbenbauer.

Since that historic moment, the symbiotic relationship between these German giants in fashion and football has endured. Bayern remains dedicated to showcasing the iconic three stripes on their kits, and this partnership is set to persist until at least 2030.

Carlo Ancelotti consistently emphasizes the weightiness of Real Madrid's shirt. Far from being a critique of the manufacturer Adidas, this sentiment is a well-worn cliché that underscores the historical significance associated with representing a club of Madrid's stature.

Despite the perceived heft, Jude Bellingham has navigated through his debut season in the Spanish capital with ease. Ancelotti attributes this to "personality, more than quality," stating that a shirt like Real Madrid's doesn't carry as much weight when the individual's character shines through. Evidently, the thread count has little to do with the perceived burden.

Barcelona finds itself in a financial crunch, evident in their constrained spending of just £2.9m during last summer's transfer window. The addition of Vitor Roque only materialized after emergency funds were released due to Gavi's season-ending injury, highlighting the club's fiscal challenges despite being the reigning La Liga champions.

Even with the most substantial kit deal in Europe, Barcelona has implemented cost-saving measures, such as making academy players pay for a breakfast service that was previously complimentary. These adjustments underscore the club's efforts to navigate their financial constraints with an "every little helps" approach.