#23. Why Are Football T-Shirts So Expensive?

?Fun Fact: Did you know that every two seconds, someone treats themselves to a football shirt from one of the Top 10 Clubs in Europe.

Now imagine how many other football t-shirts from teams in other leagues are flying off the shelves globally every day.

The world of football merchandise is booming, and the prices of these T-shirts, ranging from $70 to over $1000 per jersey, reflect that. But guess what? People still don’t seem to get enough of them!

??A Quick Stroll Down The History of Football T-Shirts

Back in the 19th century, footballers could wear whatever they fancied, their team affiliation was simply marked by coloured caps or scarves.

Sheffield FC, the oldest football club, made the first move towards uniformity in 1857. Their players had to bring a red and dark blue flannel cap, with each team sporting one colour. Over time, clubs started dyeing shirts in team colours and sewing logos onto them.

Up until the 1970s, football shirts were pretty basic—just black & white T-shirts with numbers on the back. But then, a German team called Braunschweig broke the tradition. They became the first club to display a sponsor logo on their shirts in 1973, courtesy of the renowned alcohol brand "J?germeister.”

This opened up a whole new revenue stream for clubs and broadcasters alike.

?? Fun Fact: When J?germeister ?? stamped their logo on the Braunschweig team jersey, TV broadcasters initially refused to air their match. However, as soon as they got a slice of the sponsorship revenue, they had a change of heart. This turned the entire football broadcasting industry on its head!

?? The Evolution of Football Shirts

The 1990s saw a surge in sponsorship money, which completely changed the landscape of football merchandise. Replica kits became the must-have item for every fan.

Nowadays, football shirts are more than just sportswear—they're fashionable collectibles with cultural significance, and they bring in a hefty income for clubs. Big-name brands like Adidas and Nike are paying millions annually for top club kit deals.

?? The Price Breakdown

Today's football shirts cost about three times as much as they did thirty years ago, mainly due to inflation. When you adjust for inflation, €30 from 1992 would be around €70 today, which is pretty close to the current price of a replica shirt.

?? Do you know there are two types of T-shirts: Authentic and Replica?

Authentic shirts, which are the same ones the players wear, are engineered for performance using advanced materials and technology.

Replica shirts, on the other hand, while looking similar, are designed for comfort and casual wear.

The market for both versions has grown exponentially, fuelled by fans' passion for a more immersive experience. Historically, football shirt prices have always been on the higher side due to this demand.

For example, the first replica sold by Leeds United in 1973 cost around five euros, which is equivalent to over 60 euros today. The 2018 World Cup gave shirt sales a big boost, and the trend shows no signs of slowing down.

In fact, the resale market for authentic jersey’s is off the roof!

Lionel Messi’s jersey that he wore during Argentina's victorious campaign at the 2022 World Cup fetched a staggering $7.8 million at a New York auction last year.

??The Economics of These T-Shirts

Let's take Germany's 2018 World Cup kit as an example. Adidas spent around 8 euros to manufacture and transport each shirt. Yet, they sell for about 90 euros at retail. A good chunk of this price goes to the retailers who sell the shirts. After they've covered costs for taxes, marketing, distribution, and royalties to the German federation, Adidas makes approximately 17 euros per shirt—not a bad margin at all, but perhaps not as steep as you'd think.

Football shirts, whether they're brand new or retro, often cost more than regular or functional shirts. Collecting replica and match-worn shirts has become a serious business. Rare shirts can fetch hundreds or even thousands of euros. The most profit is often made in the resale market, rather than from direct sales from brands like Adidas.

?? More than Clothing

Football shirts are now more than just items of clothing. They are symbols of moments, friendships, and experiences. While the prices may seem steep, they're a reflection of historical demand, cultural significance, and the intricate economics of modern sports merchandising. Whether we think they're worth the price or not, our love for football ensures that these shirts continue to be a cherished part of the sport's culture and business.

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