Ashton: Kit Sales a Sign of How Big This Club Could Become
Monday, 27th Mar 2023 16:32

CEO Mark Ashton says the Blues’ 2022/23 kit sales have surpassed even some clubs in the Premier League.

Town have enjoyed a hugely successful season with their three Umbro kits, with the blackout strip, designed in conjunction with sponsor Ed Sheeran, having been a big hit in addition to the first and second, despite not having gone on sale until July, later than in most previous years.

Ashton admits that ideally kits would go on sale earlier: “If you can, but there are supply chain issues all around the world. I think if we could get them on sale earlier, we certainly would.

“I think I’ve said before, we would averagely sell as a football club 12,000 units. [Head of retail operations] Paul Macro and his team are going to more or less hit 50,000 units this year, that’s just incredible.”

Ashton says the 2023/24 strips are already well down the line: “The kit designs are done, they’re with the manufacturers, they have been for the last three months and we go again.

“I think it’s a sign of just how potentially big this football club could become. Eighteen thousand season tickets in League One, 50,000 kits in League One. That’s not your average football club.”

He says this season’s sales figures are in line with those at some clubs in the Premier League: “And above, for sure.”

The Mark Ashton Interview

Photo: Matchday Images

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Vancouver_Blue added 16:57 - Mar 27 Only 50k? That's the home, away and blacout kit? Thought it would have been higher
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itsonlyme added 16:58 - Mar 27 As we always knew - best supporters in the country without doubt! COYB
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Northstandveteran added 17:20 - Mar 27 I think I'm correct when I say the shirts we wore when the Premier league first started, were the highest selling replicas in the country that season.
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LegendofthePhoenix added 17:24 - Mar 27 Six of those could well be Malcolm and his little meatballs. Just sayin.
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Wacko added 18:46 - Mar 27 Legend of the Phoenix I don't think the figure of 50,000 includes shorts…
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Marcus added 07:20 - Mar 28 50k is impressive when the kit can only be purchased from the club. Sold more than some Premier League clubs that are more available worldwide. It's a combination of increased belief in the team and a popular sponsorship. A total transformation of the club since the Evans era - sure he kept the club alive but we were in a coma, we're awake now.
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Bazza8564 added 08:36 - Mar 28 An indication of the potential size of the football club? Yes absolutely. But the key thing here is the gross revenue it drives. £50 a shirt almost and 50k volume, that's £2.5m. If we assume for argument's sake a season ticket is £400, that's 6250 season tickets, and as gross revenue is a salary driver in the L1 wage cap, it pays a lot of wages too.....
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bringmeaKuqi added 09:50 - Mar 28 I'm sure that if we go up we could sell even more of this season's shirts. I hope they will make more available as I've yet to get the black one, but I doubt they will. Already gearing up for next year by the sounds of it.
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BleuBlue added 11:27 - Mar 28 @ Bazza8654 There's no way we will get 100% of the revenue from the shirt sales. I would imagine 50% at most.
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BeattiesBackPocket added 11:38 - Mar 28 You've got to take your hat off to the owners and Ashton for putting all this in place. Having a good structure and their marketing this year through social media especially has been way above anything I've ever seen at the club
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