Liverpool Jointly Tops Global Shirt Sale

sportingintelligence reports that
German consultancy firm PR
Marketing has revealed
Manchester United and Liverpool
are the two top English Premier
League team in terms of global
shirt sales.
They are also close to the top in
terms of global merchandising
sales.
Dr Peter Rohlmann and his team
at PR Marketing conducted the
research on sales from 2005 to
2009. “All of our data was as a
result of market research,
company or club information and
from individual contacts. ”
According to their analyses the
top clubs sell 1.2 million to 1.5
million shirts per year each.
Manchester United is Nike’s best
seller and Real Madrid is Adidas’
best seller.
It is interesting to note that while
Real Madrid is the best in terms
of shirt sales for Adidas,
Liverpool tops the Adidas list in
terms of overall merchandise
sales and this includes kits,
boots, branded balls and even
clothing and bags.
Liverpool’s commercial director,
Ian Ayre, said, “It is clear that we
are Adidas’s highest selling
football club – Adidas advised us
we were their highest selling
club. ”
The Premier League has four
teams out of the top ten in shirt
sales, including Arsenal and
Chelsea.
Italy’s Serie A is well represented
also with Milan, Inter and
Juventus.
There is also an interesting
correlation between the top 10
shirt sellers and the 10 clubs
who have currently been
identified as the richest clubs by
Deloitte in terms of earnings.
Dr Rohlmann clarified his process
and said, “Because of the fact
that most of the clubs and the kit
suppliers do not publish their
shirt sales, you have to analyse
information over a longer period
to find reliable data. Our research
[published by
sportingintelligence today]
encompass the period from
2005 to 2009.
“Oscillations are normal because
any sporting success or lack of
success drives shirt sales,
sometimes up, sometimes down,
as does the acquisition or sale of
particular stars. For example, look
to Olympique Marseille. Their
average shirt sale over the last
five seasons is about 350,000
replicas per year. But if you refer
exclusively to 2009-10, when
they won the French
championship, adidas sold nearly
500,000.” (euFootball.BIZ)