Typography

 

 

Replica shirt sales

Shirt sales are important to both sponsors and clubs. In the 1980s, when hooliganism was a factor, club replica shirt sales were quite low and clubs did relatively little to limit the use of official club logos. In 1990, following the National League Baseball Association example, Arsenal were one of the first clubs to register its name, to stop traders outside the football ground selling the club logo at an undercut price (Hallam, 1992).

Following this and the launch of the new FA Premier League in 1992, the League and all individual clubs now jealously protected 'official' club and League products from reproduction or imitation by non club producers.

Today, as the game has rid itself of the 'hooliganism' tag and wearing club shirts has become fashionable, effective licensing deals are crucial to commercial success. All top clubs now have extensive club shops or superstores some have a number in different locales selling exclusive, official club products. Business here is booming. Top clubs also licence a wide range of products to producers - though marketing specialist warn against the dangers of diluting brand value. There has been a Manchester United Nintendo game and also Manchester United mineral water, beer and even tomato sauce. In the club's official shop one can purchase a United Monopoly game - and much, much more.

As the FA Premier League National Fan Survey shows, the most popular form of merchandise sold to English fans is the club adult replica shirt. Sales of the larger clubs can reach up to 500,000.

When Newcastle United signed Alan Shearer, for example, the club made £250,000 on the day of this signing, just in terms of Shearer replica shirt sales

When Inter Milan, in contrast, signed Ronaldo the club had prepared no shirts carrying the Brazilian's favoured No.9. Instead, counterfeit No.9 shirts appeared to satisfy local demand, forcing the club to play their new star as a No. 10 in order to cash in later on official shirt sales!

Continental clubs are some way behind the merchandising boom pioneered in England though Italian fans do not see football replica shirts as quite the fashion items favoured in England.

Nostalgia selling

Nostalgia in football, always a powerful force, and is extremely useful in marketing terms. It also provides a niche market for some local small entrepreneurs. Clubs tend to only own the rights over recent club badges and motifs. But 'retro' clothing is in vogue at the moment and this, combined with a search by some fans for a pre commercial 'authentic' football link. has helped smaller companies, sometimes run by fans, to capitalise on the popularity of club football shirts by combining fashion with a more 'traditional' cotton and football heritage.

This sense of the 'classic' shirt has also been explored more commercially by a recent trend towards 'designer' kits: Bruce Oldfield designed the new (97 98) Norwich City kit stating that the original kit: "was very grunge; very late 80s rather. We wanted a more 60s feel" (The Guardian 20 May 1997).

The model for this new strip was a 17 year old City 'fan', who also assigns with Vogue and Donna Karan. Non league Chelmsford City recruited Red or Dead's leading designer Wayne Hemingway to 'do' their kit in 1996 - though it failed to save the non-league club from relegation that season.

 

Comments (2)

  1. fsc

:shock: :silly: :whistle: :unsure: :unsure: :woohoo: :evil:

 
  1. fsc

:shock: :silly: :whistle: :unsure: :unsure: :woohoo: :evil:

 
There are no comments posted here yet

Leave your comments

Posting comment as a guest. Sign up or login to your account.
Attachments (0 / 3)
Share Your Location
Type the text presented in the image below

LATEST FOOTBALL KITS

VfB Stuttgart 18/19 Puma Home Kit

VfB Stuttgart 18/19 Puma Home Kit

This is the new VfB Stuttgart 2018-19 home football shirt by Puma. This 125th anniversary home kit will be used during the 2018–19 Bundesliga, which…
Manchester City 17/18 Champions Shirt

Manchester City 17/18 Champions Shirt

With Manchester City champions of the Premier League for the third time in just seven years, Nike have designed a limited-edition pre-match jersey,…
Liverpool 2018/19 New Balance Home kit

Liverpool 18/19 New Balance Home kit

Liverpool FC's new 2018-19 home kit by New Balance has been revealed. The redesigned strip for next term retains the hugely popular retro styling and…
Chile 2018 Nike Away Kit

Chile 2018 Nike Away Kit

This is the new Chile 2018 Away football shirt by Nike. The graphic on La Roja’s away jersey was inspired by the Andean condor, Chile’s national bird…
Chile 2018 Nike Home Kit

Chile 2018 Nike Home Kit

This is the new Chile 2018 Home football shirt by Nike. Chile’s bright red not only informs the byname for the National Team, but also serves as the…
Botafogo 2018 Topper Third Kit

Botafogo 2018 Topper Third Kit

This is the new Botafogo 2018 third football shirt by Topper. The new third kit will be used during the 2018 Campeonato Brasileiro Série A which is…
Botafogo 2018 Topper Away Kit

Botafogo 2018 Topper Away Kit

This is the new Botafogo 2018 away football shirt by Topper. The new away kit will be used during the 2018 Campeonato Brasileiro Série A which is the…
Botafogo 2018 Topper Home Kit

Botafogo 2018 Topper Home Kit

This is the new Botafogo 2018 home football shirt by Topper. The new home kit will be used during the 2018 Campeonato Brasileiro Série A which is the…
Aldershot Town 18/19 Adidas Home Kit

Aldershot Town 18/19 Adidas Home Kit

Aldershot Town FC launched their new 2018-19 Adidas home shirt. The bepoke home shirt is a classic Shots design in red and blue, once again featuring…
Bahia 2018 SK1 Umbro Nations Shirt

Bahia 2018 SK1 Umbro Nations Shirt

The Bahia 2018 "SK1" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Esporte Clube Bahia shirt…
Avaí 2018 Lion Bleu Umbro Nations Shirt

Avaí 2018 Lion Bleu Umbro Nations Shirt

The Avaí 2018 "Lion Bleu" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Avaí shirt pays…

Cruzeiro 2018 Blár Víkingur Umbro Nations Shirt

The Cruzeiro 2018 "Blár Víkingur" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Cruzeiro…
Gremio 2018 Charrúa Umbro Nations Shirt

Gremio 2018 Charrúa Umbro Nations Shirt

The Gremio 2018 "Charrúa" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Gremio shirt pays…
Atlético Paranaense 2018 El Huracán Umbro Nations Shirt

Atlético Paranaense 2018 El Huracán Umbro Nations Shirt

The Atlético Paranaense 2018 "El Huracán" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This…
Santos 2018 The Kingdom Umbro Nations Shirt

Santos 2018 The Kingdom Umbro Nations Shirt

The Santos FC 2018 "The Kingdom" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Santos shirt…
Chapecoense 2018 La Pasión Umbro Nations Shirt

Chapecoense 2018 La Pasión Umbro Nations Shirt

The Chapecoense 2018 "La Pasión" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Chapecoense…
Colombia 1990 Adidas Originals Home Replica Jersey

Colombia 1990 Adidas Originals Home Replica Jersey

Celebrating the world's top football competition, this Colombia 1990 Adidas Originals Home Replica Jersey is an exact copy of the uniforms worn by…
Santos 2018 Umbro Away Kit

Santos 2018 Umbro Away Kit

This is the new Santos FC 2017 away football shirt by Umbro. After six years, Umbro are back with Santos, the club with which they won several…
Santos 2018 Umbro Home Kit

Santos 2018 Umbro Home Kit

This is the new Santos FC 2018 home football shirt by Umbro. After six years, Umbro are back with Santos, the club with which they won several…
Flamengo 2018 Adidas Home Kit

Flamengo 2018 Adidas Home Kit

This is the new Clube de Regatas do Flamengo 2018 home shirt by Adidas. The new home kit will be used during the 2018 Campeonato Brasileiro Série A…