The top ten places in the report issued by UEFA are occupied by prominent clubs from four of the “big five” leagues in Europe
As part of its annual report on the financial landscape of European football, UEFA recently published an extensive 2023 report that covered, among many things, a summary of the European clubs that made the most sales of shirts.
The graph shows each club’s equipment manufacturer’s sponsorship revenue (i.e. revenue from their equipment supply deals) merged with their total merchandising revenue for the calendar year. As such, it can be used as a fairly accurate measure of each team’s overall popularity, at least in terms of their official kit.
Revenue from equipment sales and merchandising has increased by approximately 60% since 2019, with the post-pandemic era seeing a boom in both the popularity of elite European football and increasing merchandising at the top of the sport.
Not surprisingly, the top ten in the equipment revenue breakdown UEFA are dominated by prominent clubs from just four of the “big five” European leagues, which have their equipment deals split between just two of the game’s biggest suppliers.
10. 
Tottenham (Nike) – US$83.3 millones
Beating their Premier League rival, Manchester Cityout of the top ten places for the moment, Tottenham It ranks among the elite in global equipment revenue due to its unusually long 15-year supply agreement with Nike, signed in 2018.
9. 
Juventus (Adidas) – US$83.3 million
At the same level as Tottenham is Juventus, who successfully maintained their high level of kit revenue throughout 2023 despite opting for several non-traditional home, away and third shirt designs during the year that instantly split opinion down the middle.
8. 
Chelsea (Nike) – US$97.9 million
Despite starting the 2023-24 season in blank jerseys after struggling to secure a suitable sponsorship deal until October, the 90s retro-themed jerseys of the Chelsea They were popular enough with fans to keep the ‘Blues’ firmly in the top 10.
7. 
Arsenal (Adidas) – US$100.1 million
The highest ranked London club in the summary of UEFA has made a concerted effort to increase its gear and merchandise revenue in recent years by releasing high-concept kits, as well as retro streetwear collections and designer collaborations.
The Parisian heavyweights are the only club in the Ligue 1 included in the top 20 of the UEFA report, with high jersey sales and a long-standing collaboration with Michael Jordan’s “Jumpman” brand. It also helps to have a global superstar like Kylian Mbappé on board, although PSG might not be able to rely on that particular revenue stream for long.
Manchester United have been one of the most commercially active clubs in world football for decades, so it is not surprising to see them occupying a privileged place in the global analysis of the UEFA. After all, how many other teams can boast an official global mattress and pillow partner?
4. 
Liverpool (Nike) – US$148.4 millones
Beating United by a narrow margin, Liverpool is currently one of the teams entering Premier League in terms of jersey sales and merchandise revenue, despite seeing its total equipment revenue fall by around 3.5 percent in 2022.
3. 
Bayern Munich (Adidas) – US$165.3 million
On the contrary, Bayern Munich has seen its total annual merchandise revenue increase from 2022, with the Bavarian giants’ long and unbreakable business relationship with Adidas (dating back to the 1960s) set to continue until summer 2030 at the earliest.
2.
Real Madrid (Adidas) – US$174.3 million
Real Madrid signed its first equipment supply deal with Adidas in 1980 and, after drifting apart in the 1990s, the two entities reunited in 1998 and have remained intertwined ever since. The Merengues’ famous pristine white shirt is known and revered around the world and the Spanish club’s annual sales certainly reflect that fact.
1. 
Barcelona (Nike) – US$201.3 million
The revered Blaugrana stripes of Barcelona They now represent the most lucrative shirt design in European football after the Catalans saw their income increase from 2020. This must have been incredibly good news for Barça’s accounting department, which has recently been navigating a particularly difficult period in the club’s often turbulent financial history.
Top 20 clubs that made the most money from shirt sales
1. Barcelona (Nike) – $201.3 million
2. Real Madrid (Adidas) – $174.3 million
3. Bayern Munich (Adidas) – $165.3 million
4. Liverpool (Nike) – $148.4 million
5. Manchester United (Adidas) – $146.1 million
6. Paris Saint Germain (Nike) – $109.1 million
7. Arsenal (Adidas) – $100.1 million
8. Chelsea (Nike) – $97.9 million
9. Juventus (Adidas) – $83.3 million
10. Tottenham (Nike) – $83.3 million
11. Manchester City (Puma) – $82.1 million
12. Borussia Dortmund (Puma) – $60.7 million
13. AC Milan (Puma) – $52.8 million
14. Ajax (Adidas) – $46.1 million
15. Galatasaray (Nike) – $39.3 million
16. Leeds United (Adidas) – $39.3 million
17. Celtic (Adidas) – $38.2 million
18. Fenerbahce (Puma) – $34.8 million
19. Eintracht Frankfurt (Nike) – $29.2 million
20. Inter Milan (Nike) – $29.2 million
ظهرت في الأصل على espndeportes.espn.com