“I know how much the sale of a Cristiano Ronaldo shirt is. But for me, the return on the sale of the Amori shirt remains like a secret.” A dialogue took place between two lovers of the round witch, who were arguing that the sale of star shirts is one of the main sources of income for football clubs in the world, and is marketed to the masses between increases and decreases according to well-thought-out plans that guarantee an economic return for the clubs. There they announce and here they refrain.
International clubs are racing to reveal the financial values that they obtain from the proceeds of selling their football teams’ shirts, especially if one of those teams includes a world star among its ranks, and this is in order to promote and publicize to attract more sales, and in some cases, the proceeds of selling those shirts to the fans , able to finance a contract deal with a big name in the international football sky.
In complete contrast, in the UAE clubs, and despite the application of professionalism since the 2008-2009 season, the clubs do not mention the financial value from the proceeds of selling their teams’ shirts or club logos, or even announcing the returns from sponsorship companies that are usually annual or renewed with each season, Noting that the revenues from selling T-shirts have declined significantly in the past two years, in light of the cessation of sports activity, and the reduction of the number of attendance in the stands, as part of precautionary measures to confront the outbreak of the Corona virus.
top clubs
The top clubs in the ADNOC Professional League enjoy a financial return from selling the shirts of their players, which is not commensurate with the size of the masses of those fans, in light of the high prices for selling shirts and logos of those clubs, and the scarcity of sales outlets, and if any, most of them are within the walls of the club, which means that the sale Usually in the matches of these teams at their stadium, and with the confusion between the concept of marketing and sales, as well as between sponsorship and selling shirts, it is difficult to financially assess the return from this important source of income for many clubs in the world, including, for example, Arab and Gulf clubs.
The presence of many sponsorship company ads on the team shirt does not mean that there are large financial returns from selling players’ shirts, because the rights of sponsorship belong to the football team in general, and they have the right to place their ads according to the agreement with the club management, and what the marketing regulations of the Professional League allow, whether On players' shirts, in press conferences, or on the field of play, selling shirts is what fans buy.
care rights
If we talk about sponsorship contracts at the beginning, we see that the Al Ain shirt, which leads the ADNOC League standings this season, is from “Nike”, and the main sponsor’s logo on the chest of the shirt is First Abu Dhabi Bank, and there are other sponsors for the team, namely “FIFA 22”, the company National Food Products, United Printing and Publishing, Burjeel, Floward, but no one knows any details about that sponsorship, whether the duration or the financial value, and no one talks about the club’s income from selling Al-Ain shirts, one of the public teams in the country.
The situation is not different in another public club such as Sharjah, which at the beginning of the current season, renewed the sponsorship contract with the Sharjah Airport Free Zone “Saif Zone”, to be the official sponsor of the first football team, the University Hospital, the National Paints Factories Company “National”, and the company Zulal Contracting, and also, there are no details about the financial values of those deals or the volume and sales of the team's shirts.
As well as Shabab Al-Ahly Club, which is one of the most attractive clubs for sponsors in the ADNOC Professional League this season, and its players wear T-shirts produced by Nike, and it has many sponsors such as Emirates NBD, Nissan, Al Rostamani, Wasl Real Estate, Mai Dubai, and Omniyat Real Estate , Dubai Airport Free Zone, Sun & Sand Sports, and Union Coop. However, no details were revealed about those contracts, or the proceeds of selling players’ shirts, despite the stars of the Dubai Knights, led by Omar Abdul Rahman “Amouri”.
global comparison
At the level of international clubs, there is a race to announce the values of sponsorship in exchange for advertising on players’ shirts, to confirm the club’s marketing success, and to attract more sponsors. Real Madrid tops that list with an annual return of 70.45 million euros, followed by Manchester United 55.1 million euros, Barcelona 55.1 million, Paris Saint-Germain 50.4 million, Chelsea 46.9 million, Manchester City 45.8 million, Bayern Munich 42.27 million, Liverpool 31.71 million euros annually.
As for the latest statistics of global club shirt sales, Paris Saint-Germain tops the list after he succeeded in contracting Argentine star Lionel Messi, followed by Real Madrid, Bayern Munich, Italian Juventus, Barcelona, and Manchester United sales rose, after returning his former star. Cristiano Ronaldo, then Olympique Lyonnais, Manchester City, and finally Monaco.
Yield
To illustrate the importance of selling players’ shirts, we take Ronaldo and Messi as an example of the economic return that can be achieved in return for selling players’ shirts. Once Ronaldo signed a contract to return to Manchester United from Juventus last summer, and Messi signed for free to Paris Saint-Germain, it was proposed The two players' shirts are for sale in the two clubs' stores, and they have already made a significant economic impact on the two clubs' revenues, which were described as historic.
And within just 4 hours after Ronaldo was announced to wear the No. 7 shirt, United online store surpassed the highest sales day ever in a single sporting goods site outside North America, and surpassed Messi, with shirt sales of the Portuguese star bringing in 187.1 million pounds, compared to 103.8 Millions of pounds are the revenue from the sale of Messi shirts with Saint Germain, just 8 days after the two stars signed their contracts with the two clubs, which receive a good percentage of the proceeds from the sale, although the sports equipment company that manufactures the shirt gets the largest proportion of the sale proceeds. .
ideas for development
On how to increase the clubs’ resources by selling their players’ shirts, Ahmed Khalifa Hammad, the former CEO of Al-Ahly Youth Club, says: “We need ideas outside the box to increase the income of our football clubs, especially in light of the huge financial burdens that burden many clubs to face the challenges of professionalism, and these include Ideas, how to increase clubs’ income from sales of players’ shirts, and other products bearing club logos, which have been greatly affected in the last two seasons, due to the conditions and measures taken to confront the Corona virus, and have significantly and clearly affected the mass attendance in the stands.
marketing
He explained: «The club administrations must first differentiate between marketing and sales, by separating the two departments, so that it can be judged in a decisive manner on the extent of the success of each of them, because the merger between them confuses accounting papers, and secondly, to increase sales outlets, and the matter is not limited to one outlet that exists to Next to the matches stadium, which may not achieve any sales except on the day of the match only, and if it is a crowd or a title, and I think that this outlet is not available even in many clubs.”
He added: “These clubs can increase sales outlets, by agreeing with sports equipment stores in the malls, to sell the club’s products, especially the players’ shirts, provided that the store obtains a percentage, or in agreement with the sports equipment company that manufactures the players’ shirts, to offer it for sale in its stores. spread throughout the country, as it does by displaying the shirts of international clubs, which provides large display markets, and makes it easier for fans to obtain a product from the club that supports it from anywhere.”
He continued: “As for the third most important way to increase sales, it is the good promotion of the team’s players by increasing their appearance in social and charitable events of interest to the community, benefiting from the big and popular names of the team players in this regard, and taking immediate advantage of new deals if they are among the names. The resonant, by immediately offering the shirt that you wear for sale, and this matter is not limited to shirts only, but can be applied to the rest of the products bearing the logos of our clubs.”
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