"Breaking even is already a win for the brands," admitted the director of a major German brand - one of the biggest in the world - to Flashscore.
“But usually, there’s no profit from sales. Especially with the big clubs, where the focus has to be on the media project, not just sales," he added.
With national teams, the situation is even worse for the brands.
“They basically only get exposure every four years," the director explained.
Puma, Adidas, Nike, and other manufacturers don’t profit from shirt sales, but they benefit from having their brands displayed on the shirts of clubs that fans are passionate about. The ones who profit most directly from the kit business are the clubs and the federations.
Why are they expensive?
Official kits are complex products. The final price fans pay in stores includes everything from royalties and licensing to global marketing, manufacturing technology, international logistics, and brand strategy.
A Premier League kit costs on average R$640 (85 pounds). According to the BBC, this price can be broken down as follows:
Fabric, sewing, and transport costs: about R$61.60
Marketing, licensing fees, and distribution: about R$68.80
Tax: about R$98.30
Manufacturer’s share (like Adidas, Puma, or Nike): about R$117.30
Retailer’s share: on average R$271.00
Puma’s director says this breakdown of the gross price is accurate. “It might only vary in the marketing part, depending on the model (retainer versus royalties, sales triggers, marketing budget, etc).
"That’s why, generally, shirts from the big clubs are more expensive,” Fabio Kadow added.
Licensing and royalties significantly increase the final price. They grant the right to use the club or national team’s crest and visual identity.
On top of that, official shirts use high-performance materials and production: technical fabrics, reinforced stitching, technology for comfort and ventilation, and high-quality printing or embroidery. This requires a more sophisticated production process than regular clothing.
Another key factor is marketing and branding. Major clubs and sports brands invest millions to promote their products - and this cost is also factored into the final price of the shirts.
There’s also the matter of distribution, resale, and taxes. Import duties, shipping, customs fees, and taxation - all of these drive up the price, especially in markets outside Europe.
The impact of football as fashion
In recent years, the football shirt market has undergone a major transformation. What used to be just sportswear has become a fashion and style item, with ever-increasing prices and a global consumer base.
It’s not uncommon to see pop artists wearing club shirts on TikTok, for example.
Clubs like Real Madrid, Barcelona, and Manchester United now see shirt sales as one of their main sources of off-field revenue.
In recent years, the premium kit market has grown significantly. The 'premium replica' version can cost over a thousand reais (130 pounds).
With demand constantly rising, prices are likely to keep going up.
Another factor is that team shirts have also become collectors’ items, which changes how people perceive their value and can give a shirt a much longer life than just a single season.