| Question on the impact of shirt sales 16:06 - Jun 23 with 2710 views | nick141 |
I heard on the KOA pod that our shirt sales have already doubled last season's record breaking amount, which is great news. I just bought the away kit.
I wonder the impact of this - does it have a material impact on affording signings/wages etc.? I don't know the figures involved but if anyone does that might be interesting. |  | | |  |
| Question on the impact of shirt sales on 16:08 - Jun 23 with 2420 views | Zx1988 |
It's difficult to say without knowing the precise numbers.
Working on the basis of, say, £10 cost price, £50 sale price, that's £40 a shirt (ignoring staffing/merchandising/promotion costs etc.,).
If you, say, sell 10,000 shirts, that would be an additional £400k with which to play. It all helps. | |
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| Question on the impact of shirt sales on 16:11 - Jun 23 with 2376 views | hype313 |
| Question on the impact of shirt sales on 16:08 - Jun 23 by Zx1988 |
It's difficult to say without knowing the precise numbers.
Working on the basis of, say, £10 cost price, £50 sale price, that's £40 a shirt (ignoring staffing/merchandising/promotion costs etc.,).
If you, say, sell 10,000 shirts, that would be an additional £400k with which to play. It all helps. |
'Kit manufacturers usually take 80—90% of all revenue from shirt sales. Clubs in return receive large, ‘up-front’ payments from their kit manufacturer. At best, the club can earn 20% of all net sales, though for many large deals, such royalty payments to a club only kick in only once a large number of sales have already been made — say, 2 million shirt sales.'
From The Athletic a year or so ago, now that might just be for PL teams, might be different further down the divisions. |  |
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| Question on the impact of shirt sales on 16:13 - Jun 23 with 2363 views | nick141 |
| Question on the impact of shirt sales on 16:11 - Jun 23 by hype313 |
'Kit manufacturers usually take 80—90% of all revenue from shirt sales. Clubs in return receive large, ‘up-front’ payments from their kit manufacturer. At best, the club can earn 20% of all net sales, though for many large deals, such royalty payments to a club only kick in only once a large number of sales have already been made — say, 2 million shirt sales.'
From The Athletic a year or so ago, now that might just be for PL teams, might be different further down the divisions. |
If so, that's a bit depressing! Was hoping my money would go straight into the war chest!
Interesting and helpful though, thank you. | | | |
| Question on the impact of shirt sales on 16:14 - Jun 23 with 2351 views | STYG |
| Question on the impact of shirt sales on 16:08 - Jun 23 by Zx1988 |
It's difficult to say without knowing the precise numbers.
Working on the basis of, say, £10 cost price, £50 sale price, that's £40 a shirt (ignoring staffing/merchandising/promotion costs etc.,).
If you, say, sell 10,000 shirts, that would be an additional £400k with which to play. It all helps. |
We will get a few quid tops from each shirt.
What we make from shirts this season, even if record breaking, would probably pay one of our best players wages for a month.
That is about it sadly. | | | |
| Question on the impact of shirt sales on 16:18 - Jun 23 with 2302 views | Zx1988 |
| Question on the impact of shirt sales on 16:11 - Jun 23 by hype313 |
'Kit manufacturers usually take 80—90% of all revenue from shirt sales. Clubs in return receive large, ‘up-front’ payments from their kit manufacturer. At best, the club can earn 20% of all net sales, though for many large deals, such royalty payments to a club only kick in only once a large number of sales have already been made — say, 2 million shirt sales.'
From The Athletic a year or so ago, now that might just be for PL teams, might be different further down the divisions. |
Yeah, I'd seen about that but assumed that it only really applied to clubs for whose custom kit manufacturers would want to try and compete.
I assumed for clubs of our stature it would be a case of approaching suppliers to see what they could do for us, and how much they would charge us per unit (and in terms of design fees, if necessary). | |
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| Question on the impact of shirt sales on 16:19 - Jun 23 with 2297 views | nick141 |
| Question on the impact of shirt sales on 16:14 - Jun 23 by STYG |
We will get a few quid tops from each shirt.
What we make from shirts this season, even if record breaking, would probably pay one of our best players wages for a month.
That is about it sadly. |
This does beg the question, what exactly is the point of selling the shirts? Is it purely PR - a free advert? Or am I missing something? | | | |
| Question on the impact of shirt sales on 16:21 - Jun 23 with 2275 views | hype313 |
| Question on the impact of shirt sales on 16:19 - Jun 23 by nick141 |
This does beg the question, what exactly is the point of selling the shirts? Is it purely PR - a free advert? Or am I missing something? |
Think that's why the club a few years ago tried the in house approach with Punch (I think) but only sold 3 shirts as they were horrific. | |
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| Question on the impact of shirt sales on 16:27 - Jun 23 with 2226 views | nick141 |
| Question on the impact of shirt sales on 16:21 - Jun 23 by hype313 |
Think that's why the club a few years ago tried the in house approach with Punch (I think) but only sold 3 shirts as they were horrific. |
ahhh, just googled and see those were the Kuqi/Alan Lee years - I thought they were decent! | | | |
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| Question on the impact of shirt sales on 16:28 - Jun 23 with 2216 views | hype313 |
| Question on the impact of shirt sales on 16:27 - Jun 23 by nick141 |
ahhh, just googled and see those were the Kuqi/Alan Lee years - I thought they were decent! |
They were too low brow for Sports Direct.
Didn't even have room in the Lonsdale bin for them. [Post edited 23 Jun 2022 16:29]
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| Question on the impact of shirt sales on 16:31 - Jun 23 with 2200 views | Big_Jase |
| Question on the impact of shirt sales on 16:19 - Jun 23 by nick141 |
This does beg the question, what exactly is the point of selling the shirts? Is it purely PR - a free advert? Or am I missing something? |
Umbro will pay us, like a sponsor. We will get X amount per year, plus a small percentage of the kit sales. The more commercial appeal you have, the higher X per year you get.
I would imagine we have a pretty good deal with Umbro, based on the shirt sales last year. |  |
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| Question on the impact of shirt sales on 16:32 - Jun 23 with 2184 views | ITFC_Forever |
| Question on the impact of shirt sales on 16:27 - Jun 23 by nick141 |
ahhh, just googled and see those were the Kuqi/Alan Lee years - I thought they were decent! |
The in-house Punch brand was from 1995-96 onwards until the Mitre years in the mid-to-late 00s. |  |
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| Question on the impact of shirt sales on 17:22 - Jun 23 with 2017 views | Illinoisblue |
Already doubled?? That seems a stretch given they’ve only been on sale online for less than a week. Of course, until the club release actual numbers of shirts sold we’ll never really know what “record breaking” means. |  |
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| Question on the impact of shirt sales on 17:33 - Jun 23 with 1943 views | N2_Blue |
| Question on the impact of shirt sales on 16:14 - Jun 23 by STYG |
We will get a few quid tops from each shirt.
What we make from shirts this season, even if record breaking, would probably pay one of our best players wages for a month.
That is about it sadly. |
Utter nonsense.
You are basically saying we would only earn about 40 - 60k for our shirt sales. As i said, nonsense |  |
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| Question on the impact of shirt sales on 17:50 - Jun 23 with 1887 views | Stadiumofdark |
| Question on the impact of shirt sales on 16:14 - Jun 23 by STYG |
We will get a few quid tops from each shirt.
What we make from shirts this season, even if record breaking, would probably pay one of our best players wages for a month.
That is about it sadly. |
Nonsense. |  | | |
| Question on the impact of shirt sales on 17:51 - Jun 23 with 1881 views | Big_Jase |
| Question on the impact of shirt sales on 17:50 - Jun 23 by Stadiumofdark |
Nonsense. |
It’s really not, manufacturing deals don’t work like that. | |
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| Question on the impact of shirt sales on 19:28 - Jun 23 with 1759 views | Pinewoodblue |
| Question on the impact of shirt sales on 16:08 - Jun 23 by Zx1988 |
It's difficult to say without knowing the precise numbers.
Working on the basis of, say, £10 cost price, £50 sale price, that's £40 a shirt (ignoring staffing/merchandising/promotion costs etc.,).
If you, say, sell 10,000 shirts, that would be an additional £400k with which to play. It all helps. |
We probably bank as much per shirt sold as the VAT man receives. |  |
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| Question on the impact of shirt sales on 20:57 - Jun 23 with 1654 views | Ipstone |
| Question on the impact of shirt sales on 16:32 - Jun 23 by ITFC_Forever |
The in-house Punch brand was from 1995-96 onwards until the Mitre years in the mid-to-late 00s. |
I liked the Punch shirts for the most part, All the Greene king sponsored ones basically.
I also liked some of the smart wear that was around at the time polo shirts etc, The current offering in the smart t shirts area is pretty disappointing to be fair. | | | |
| Question on the impact of shirt sales on 09:20 - Jun 24 with 1407 views | ArnieM |
| Question on the impact of shirt sales on 16:08 - Jun 23 by Zx1988 |
It's difficult to say without knowing the precise numbers.
Working on the basis of, say, £10 cost price, £50 sale price, that's £40 a shirt (ignoring staffing/merchandising/promotion costs etc.,).
If you, say, sell 10,000 shirts, that would be an additional £400k with which to play. It all helps. |
Doesn’t the amount of income a Club generates relate to what the clubs owners can put into the club? |  |
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| Question on the impact of shirt sales on 09:24 - Jun 24 with 1396 views | clive_baker |
| Question on the impact of shirt sales on 17:22 - Jun 23 by Illinoisblue |
Already doubled?? That seems a stretch given they’ve only been on sale online for less than a week. Of course, until the club release actual numbers of shirts sold we’ll never really know what “record breaking” means. |
Think they mean doubled vs. the same stage last season. |  |
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| Question on the impact of shirt sales on 09:29 - Jun 24 with 1368 views | Pinewoodblue |
| Question on the impact of shirt sales on 09:24 - Jun 24 by clive_baker |
Think they mean doubled vs. the same stage last season. |
Wonder how many have gone to fans of Ed. I know people who don’t support Town that purchased last season shirt , when it was reduced, to wear at Ed’s Wembley gigs. | |
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| Question on the impact of shirt sales on 09:40 - Jun 24 with 1342 views | STYG |
| Question on the impact of shirt sales on 17:50 - Jun 23 by Stadiumofdark |
Nonsense. |
Do explain how you think it works then!
Clubs like us don't get rich off stuff like this. The vast majority of the profit is with the manufacturer and our money is from other parts of that deal (mainly licensing, but we also get gift of kit (so all the kit, training gear etc for all the teams from mens, womens, under 18's etc), with a little percentage of the profits thrown in. In our case probably 3-5% I'd guess.
Why do you think the smaller brands put so much more time into the designs and the likes of Adidas and Nike can knock out generic rubbish. It's because those clubs already have a massive fan base and the shirts are guarantee to sell millions anyway. The Umbro, Macron, Joma, Errea companies know a good design will sell more shirts and make them more money and open doors to other clubs. The smaller brands need all the clubs they can get and go that extra mile.
'Even the biggest clubs in the world receive a relatively small percentage of the revenue generated from shirt sales - usually around 7.5 to - if they're lucky - 15 per cent'.
https://www.goal.com/en/news/how-much-money-do-football-clubs-make-from-shirt-sa
It also speaks about how Liverpool will get £30m from Nike for licensing, plus £16m from sales. When you consider how guaranteed that is, if they come out with some incredible, quirky design, they may pick up a few more sales but not enough to make a difference and lose a few as well as the shirt isn't as traditional. Which is why the big clubs shirts are generally fairly bland and boring. Why spend design hours to sell an extra 500 shirts to a club that'll average 25,000 shirts when it makes little difference whether you sell 24,500 or 25,500. [Post edited 24 Jun 2022 9:54]
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| Question on the impact of shirt sales on 10:47 - Jun 24 with 1252 views | Big_Jase |
| Question on the impact of shirt sales on 09:40 - Jun 24 by STYG |
Do explain how you think it works then!
Clubs like us don't get rich off stuff like this. The vast majority of the profit is with the manufacturer and our money is from other parts of that deal (mainly licensing, but we also get gift of kit (so all the kit, training gear etc for all the teams from mens, womens, under 18's etc), with a little percentage of the profits thrown in. In our case probably 3-5% I'd guess.
Why do you think the smaller brands put so much more time into the designs and the likes of Adidas and Nike can knock out generic rubbish. It's because those clubs already have a massive fan base and the shirts are guarantee to sell millions anyway. The Umbro, Macron, Joma, Errea companies know a good design will sell more shirts and make them more money and open doors to other clubs. The smaller brands need all the clubs they can get and go that extra mile.
'Even the biggest clubs in the world receive a relatively small percentage of the revenue generated from shirt sales - usually around 7.5 to - if they're lucky - 15 per cent'.
https://www.goal.com/en/news/how-much-money-do-football-clubs-make-from-shirt-sa
It also speaks about how Liverpool will get £30m from Nike for licensing, plus £16m from sales. When you consider how guaranteed that is, if they come out with some incredible, quirky design, they may pick up a few more sales but not enough to make a difference and lose a few as well as the shirt isn't as traditional. Which is why the big clubs shirts are generally fairly bland and boring. Why spend design hours to sell an extra 500 shirts to a club that'll average 25,000 shirts when it makes little difference whether you sell 24,500 or 25,500. [Post edited 24 Jun 2022 9:54]
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Licensing was the word I was looking for above! I called it a sponsor. | |
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| Question on the impact of shirt sales on 10:58 - Jun 24 with 1196 views | Swansea_Blue |
This is a few years old, but I expect the breakdown is still fairly similar. Presumably we would get the retailer and the licensing fee elements, so about £20 per shirt (ver approximate).
Who gets what from a replica shirt sale:
Retailer £18.13 (37%)
Sportswear firm £12.76 (26%)
VAT £8.24 (17%)
Manufacturing and shipping £4.79 (10%)
Club licensing fee £2.97 (6%)
Marketing £1.39 (3%)
Distribution £1.17 (2%)
Total retail price £49.45
https://www.mirror.co.uk/sport/football/news/replica-football-shirts-rip-fans-74 |  |
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| Question on the impact of shirt sales on 11:04 - Jun 24 with 1172 views | wkj |
It has a big impact on financial fair play as a result of commercial turn over, so it does theoretically increase the wage cap |  |
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| Question on the impact of shirt sales on 11:15 - Jun 24 with 1142 views | Charlie_pl_baxter |
| Question on the impact of shirt sales on 11:04 - Jun 24 by wkj |
It has a big impact on financial fair play as a result of commercial turn over, so it does theoretically increase the wage cap |
Really good point this. Some of the bigger clubs would see a lot of their shirt sales through third parties (Sports Direct etc). In our case I would assume pretty much all the revenue comes through the club in the first instance. |  |
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