Arsenal 6th, Celtic 17th – Which European clubs made the most from kit sales?

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Top 20 revealed 

©TM/IMAGO

Football clubs typically gauge their success in the sport by the number of games and trophies that they’ve won in any given time period, but in the modern game many turn to economic figures to boast of their might. One such metric that every club chases with an unquenchable thirst is that of kit and merchandising sales. Sure, a league title, derby win or even the odd cup trophy or two can elevate a club’s standing in the sport, but what seems to matter more than any of those things is how many people around the world don the famous colours of the club in question. So which of Europe’s biggest football clubs tend to sell the most football strips? 

Each year UEFA releases their European Club Finance and Investment Landscape report, which is considered by many within the sport to be the most comprehensive breakdown of the finances of Europe’s top clubs. As part of the federations investigations, they also take stock of the revenue raised by each of their clubs when it comes to kit sales and profits earned from accompanying merchandising. And as such, we can now take a comprehensive look at which clubs truly were the most popular around the world over the course of the 2023/24 season.

Real Madrid led Europe in kit and merchandising sales last season, generating an impressive €196 million. This figure solidifies their status as the most commercially successful club, likely driven by their historic success, global fanbase, and notable signing of star striker Kylian Mbappé. Bayern Munich and Barcelona followed closely behind, both recording €171m in sales. English clubs also featured prominently in the rankings, with Liverpool and Manchester United both bringing in €146m, while Arsenal secured €120m. Tottenham and Chelsea, though not traditionally as dominant in global shirt sales, still managed strong performances with €96m and €95m, respectively. Meanwhile, Manchester City, despite their recent domestic dominance, only managed €76m, showing a gap between on-pitch success and apparent support for the Etihad club among the world’s football fans. 

Beyond the traditional powerhouses, the presence of clubs like Galatasaray (€85m), Fenerbahçe (€69m), and Celtic (€35m) underlines the strength of their dedicated fan bases that stands in stark contrast to their position outside of Europe’s top five leagues. Turkish football, in particular, performed notably well in this regard, with the aformentioned Istanbul giants as well as Besiktas, outperforming many top European clubs in this area. Similarly, clubs like Borussia Dortmund, AC Milan, and Ajax continue to leverage their historic prestige to generate significant revenues. In total, there were no less than seven British clubs in the top 20, four clubs from Italy, three from Turkey and two from Germany.