Liverpool lead in shirt sales as Premier League clubs bank record £471m in shirt sponsor deals after Chelsea’s £40m-a-year tie-up.
However, Chelsea’s last-minute grasp of £40million-a-year deal with Infinite Athlete prevented the season-on-season fall.
Despite two clubs not having a sponsor yet – Nottingham Forest and Sheffield United – Chelsea hit a deal that will see the Premier League’s teams bank a record £471m at least this season from shirt and sleeve deals.
Also, it will increase should Chelsea, Bournemouth and the Blades fill their current vacant sleeve spots.
This campaign’s front of shirt deals are worth £378m if added together, with a further £93m generated from sleeve deals.
Liverpool and Manchester City have the biggest shirts contracts Etihad and Standard Chartered, each worth £50m a year respectively.
City and Manchester United have attracted the largest sleeve agreements, with their deal both worth £20m a year with OKX and DXC.
Liverpool, Everton, Newcastle, Aston Villa and Burnley in recent times have enjoyed an uplift from their front of shirt deals.
Chelsea are set to make their jerseys available for sale to fans from Thursday, several days into the new season.
However, the club’s recent ‘kit reveal’ was the first time a ‘Big Six’ club has launched a kit without a main sponsor.
Chelsea’s new front-shirt sponsor Infinite Athlete have since replaced previous sponsor Three.
Nottingham Forest owner Evangelos Marinas has refused to step down on his £10m-a-year valuation for a front of shirt deal.
And even though he has seen interest from potential sponsors, his price has not been met for the second year running now.
Nine clubs will still have gambling companies as their main sponsors, ahead of a front-of-shirt ban on those firms from 2026-27.
Chelsea found themselves in a last-minute dash for a new sponsor after several deals that had been seen as suitable and lucrative broke down, including a contract with Paramount+.
Liverpool World’s Most Popular By Shirt Sales
Liverpool are currently the world’s most popular football club by sales of official replica shirts according to authoritative new research.
Following a disappointing campaign last season, The Reds sold a club record 1.8million jerseys in the 2022-23 season.
Jurgen Klopp’s men finished in fifth position last season in the Premier League, but they still managed to make more sales than Manchester United, who sold about 1.75m.
Veteran industry insider Dr Peter Rohlmann, compiled these data and also revealed the rise in shirts sales from treble winners Manchester City, with the club climbing to sixth place with sales of 1.29m.
The Citizyns have seen sales rise move from 600,000 in 2018-19 — a rise of 115 per cent in just four years.
The Premier League’s strength is evident, with four of the top eight most popular club shirts being from England – Arsenal also among the biggest sellers.
Top Selling Football Shirts In The World 2022/23
| Club | Sales Revenue |
| Liverpool | 1.8m |
| Manchester United | 1.75m |
| Real Madrid | 1.7m |
| Barcelona | 1.6m |
| Bayern Munich | 1.35m |
| Manchester City | 1.29m |
| Paris Saint-Germain | 1.1m |
| Arsenal | 850k |
