Football shirt sales – winners and losers

Arsenal lead the way in London but their home strip is second in the UK shirt table

Figures have been released to show how the shirts of football teams have fared in terms of sales in recent weeks and months.

The home strips of two London teams – Arsenal and Chelsea – feature in the top five but the balance (it may come as no surprise) are from the north-west of England.

Arsenal’s home shirt is placed second on the list and their blue and banana yellow strip is top of the away kits. Indeed, sales of the away top would feature eighth overall for sales. Demand for it has increased 105% year-on-year. This is the first season with new shirt sponsor Adidas, the three stripes brand.

Chelsea’s blue home kit is fifth. To make it distinctive (and maybe to try to screw up the people producing fake kits illegally) the design on the Nike shirt depicts elements of the beams and supports to be found in the stands at Stamford Bridge.

In No 1 spot is Liverpool. No surprises there. The holders of the Champions League title have seen demand nearly double compared with last season.

Premiership Champions Manchester City are fourth in the shirt table just a short way behind cross-city neighbours United the team which under Sir Alex Ferguson would regularly top the sales pile. Interest in the United shirt is actually down by 5%. How the once-mighty are fallen.

Demand for the Liverpool shirt is now three times that of Manchester United’s.

Another interesting trend to emerge sees the Huddersfield Town kit placed sixth overall after a publicity stunt by betting company sponsors Paddy Power in which they introduced a beauty queen-style sash then ditched it. Also, Salford City, which has several ex-Man U players in the boardroom, have seen interest in their shirt increase close to 300% since they gained league status.

So, where does your London team (within the M25 and not just Premier League) stand in the shirt sales table? Check out below*:

2          Arsenal (adult £60; junior £45)

5          Chelsea (adult £64.95-£89.95; kids £51.95-£79.95)

7          Tottenham Hotspur (adult £65-£90; youth £52-£80)

10        West Ham United (adult £55 short sleeve or £60 long; junior £45 s/s or £50 l/s)

17        Crystal Palace (adult £49.99 – add £2 for pro fit; youth £39.99)

22        Watford (adult £55; youth £45)

27        Charlton Athletic (adult £45; junior £35)

30        Queens Park Rangers (£46.99 – add £2 for long sleeves; youth £36.99)

35        Millwall (adult £45 – add £5 for l/s; junior £37 – add £4 for l/s)

43        Fulham (adult £55; junior £45)

45        Leyton Orient (adult £47.99; junior £37.99)

55        AFC Wimbledon (adult £48; youth £37)

56        Brentford (adult £44; youth £34)

*All figures gleaned from official websites. That’s not to say that you can’t find them cheaper (and still legit!). The positions are out of 92 league members. Make that 91 after Bury were, well, buried by the EFL! They were 89th on the list, by the way. Let’s hope for the sake of their supporters they make a comeback.  

For the full list visit the Love The Sales list linked here.

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David Buckley

Dave Buckley is a career journalist. “I once went painting girders for a week and discovered I didn’t like heights,” he says. “Apart from that it has always been journalism for me in one form or another.” Past publications worked for include the South-East London Mercury*, Kent Messenger, Daily Express, Today*, News of the World* and Hong Kong Star*. All those marked with an asterisk no longer exist (trend emerging?). He owned and edited a Thailand-based property magazine before returning to England and currently works as a production editor for an East Midlands-based publishing group.

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