Why football shirts are more popular than ever and how sponsors can benefit
Every year, fans around the world eagerly await the new kits of their favourite clubs and players. Clubs such as FC Bayern Munich and Real Madrid currently sell around 3 million shirts every year. But football kits aren't just worn on the pitch, they are also becoming more and more common in everyday life. People wear their shirts not just for sport, but as a lifestyle streetwear piece in the city, at work and in their free time – and sales are on the rise. This insight provides an overview of why jerseys are more popular than ever and how shirt sponsors can benefit.
Carl Zander
Published on August 1st, 2024
In this Insight:
The history of the football shirt is as old as the sport itself. In the past, football kits were more formal – with collars, buttons and long sleeves. Over the course of the 20th century, the look changed dramatically and functionality became more important. Today, technology and materials are at the heart of production, but design is also more important than ever, as shirts have become a symbol of belonging and identification for fans.
“To put it in a nutshell, shirt designs have a high value in football culture. They are more than just sportswear, they are streetwear – they are a statement. And this summer, FC Versailles proved this in a very impressive way,” says Niko BACKSPIN. And he should know: Niko BACKSPIN, German journalist, creator and consultant, describes himself as a gatekeeper when it comes to linking urban culture with authentic collaboration in sport and marketing.
Reasons for growing popularity
On the one hand, there is the emotional attachment to the club and therefore the purchase of shirts as an expression of loyalty. But most importantly, the shirt has become more important in pop culture. More and more celebrities and influencers are wearing football shirts – often as a fashion statement. The trend is called Blokecore and is reaching new audiences; there are over 85,000 posts on Instagram using the hashtag. Retro jerseys are particularly popular, with designer labels releasing jersey-look styles. Adidas' recent collaboration with Balenciaga saw model Bella Hadid sport a football kit inspired shirt. The late Virgil Abloh, founder of Off-White and later creative director at Louis Vuitton, also uses football jerseys as part of his collections. Off-White has collaborated with Nike on special kits, often mixing classic football aesthetics with modern streetwear elements. And the list of designers and fashion brands who have used shirts as a stylistic device is long: Gosha Rubchinsky, Palace, Adidas, etc.
Retro is back
However, some clubs are going retro with their new kits, such as Liverpool FC’s shirt for next season. Following trends is important for clubs because kit sales are a significant source of revenue – FC Barcelona, for instance, has earned nearly €180 million from kit sales in 2023.
And the hype surrounding shirts is even possible on a smaller scale - like the shirt of FC Versailles of the third division in France. “FC Versailles has increased its kit sales six-fold compared to last year. Wow. How? Through clever marketing strategies, a lot of heritage and a culture-based approach, side by side with their partner Kappa,” says Niko BACKSPIN.
How shirt sponsors can benefit
For brands, shirt sponsorships offers numerous benefits, including increased visibility as a sponsor due to the high reach of the jerseys in the media, as well as the stadium and in everyday life. The association with sport emotionalises the brand, leading to a different brand perception and loyalty, which can have a positive impact on the brand image. The use of social media and other online platforms can further enhance the impact of sponsorship. Sponsors also benefit from long-term partnerships with clubs. Some have become staples, such as Pirelli with Inter Milan or Evonik with Borussia Dortmund.
Future perspectives and trends
Sensor-equipped and highly breathable jerseys are already available. Topics such as sustainability of materials and production processes are also becoming more prominent. It is likely that we will see more and more technological innovations of this kind or interactive features in the future. For example, sewn-in NFC chips could provide fans with exclusive information about the jersey, the club or even the sponsor. We could also see LED panels on jerseys that provide dynamic advertising space for sponsors, or shirts that interact with augmented reality apps to provide fans with additional content.
Conclusion
Football shirts are more popular than ever, whether as a fan statement in the stadium or as everyday casual wear on the street. The high sales figures reflect the extent to which shirts have become part of fans’ everyday lives. The associated emotion and high visibility, through both broadcasting and social media, is a great opportunity for brands to strengthen their perception and bond with fans.
However, this popularity goes beyond pure fan love. Football kits have become a cultural phenomenon, blurring the lines between sport, fashion and identity. As clubs increasingly collaborate with high-profile designers and fashion houses, the jersey has become a symbol of the crossover between high fashion and streetwear. This underlines the role of football shirts as a means of expression that not only communicates team loyalty, but also personal style and social affiliation.
For brands, this development offers the opportunity to not only emphasise the sporting aspect, but also to engage with fashion and cultural narratives. Jerseys become a platform for creative collaborations and innovations that go beyond traditional sportswear. This allows brands to reach new audiences and deepen their connection with existing fans by combining their passion for football with the latest fashion trends.
Ultimately, the success of football jerseys as a fashion statement highlights how the boundaries between sport and lifestyle are blurring in a globalised world. This opens up new opportunities for brands to break not only into sport but also into the fashion industry, and to position themselves in the cultural landscape.
