Lionel Messi signs for PSG, transfer news, gossip, rumors, jersey sales, Nike, Jordan, Paris Saint Germain, Barcelona
When Paris Saint-Germain finally tweeted the sport’s worst-kept secret on Wednesday morning (AEST), a video first showing Lionel Messi in his jersey, a frenzy began.
Messi would take the No.30 shirt, with his favorite No.10 shirt, the world’s most popular number in sports, worn by his former Barcelona teammate Neymar.
But his decision was justified. It was the first number he wore at Barcelona, when he made his debut for the club as a skinny, terry-haired teenager in 2004.
And so, the jerseys immediately flew off the shelves, with fans keen to get the name and number arguably the greatest player to ever kick a ball sporting the back of their new PSG jerseys.
PSG’s online store sold out its “Messi 30” jerseys in just 30 minutes.
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Others had to spend hours and hours waiting in the bright sunshine outside the club store, with queues to a nearby metro station, with staff having to put up fences along the way. the road to guide fans safely through the store.
Everyone else will have to wait a few more days to get their hands on some history.
But it has given a rebirth to football’s biggest lies: This Messi shirt frenzy will cover the £ 25million a year plus bonuses he receives – as well as the £ 25million registration fee.
It is a myth. And has he breathed new life every time a great player changes clubs, most recently when Cristiano Ronaldo moved to Juventus.
So, to be clear, no club has ever directly recovered a player’s transfer fee through the sale of shirts.
When a supplier, like Adidas, Nike, Puma or whatever, pays huge fees up front to make the kit, they are not doing it for marketing purposes and to have their little logo sewn into the corner of the jersey. . Of course, this helps pair them with a huge global football brand and capture market share in emerging markets and consolidate its presence in existing markets – but that’s not even the main reason for the investment. .
For the vendor, the kit offerings are licensing offers, and this is where the real value lies.
Football clubs are football clubs and lack the infrastructure to manufacture and distribute millions of kits a year around the world. Most don’t even have the capacity to run their own online store and outsource the logistics to third parties.
When Adidas paid Manchester United a record £ 750million over 10 years for the right to manufacture its kits in 2014, the CEO of the sportswear brand hailed it as a “collaboration [that] marks an important milestone for us in terms of merchandising potential. We expect total sales to reach £ 1.5bn over the life of our partnership ”.
Simply, it’s a license agreement.
So when Paul Pogba and Zlatan Ibrahimovic signed for the club in the years that followed, the myth was once again peddled: they would pay each other just in shirt sales.
Typically, kit suppliers earn 85-90% of sales, although the remaining 10-15% only returns to the club after a million shirts have been sold. And that’s why Adidas has made more money in the past six months than Manchester United in all of its history.
Manchester United actually sold the most shirts of any club in the 2018/19 season with 3.25 million units sold. At around £ 60 per shirt, Manchester United would only have earned around £ 6 per shirt on, say, 2.25 million shirts. That’s around £ 13.5million they would have made, assuming their royalties kicks in after a million shirts sold and no more. Not insignificant fees, far from it, but far from enough to cover the £ 73million costs paid for Jadon Sancho, for example.
In the same season, PSG only sold 800,000 shirts by comparison, and probably didn’t even hit the threshold to activate any of the 10-15% royalties likely present in the deal with the Jordan brand of Nike.
So, assuming PSG don’t do anything on the first million shirts sold, they would have to sell an additional eight million “Messi 30” shirts on what they are already selling just to hit the £ 50million break-even point. sterling salary and signing fees he pay it.
That’s around 0.1% of the world’s population going out and buying a ‘Messi 30’ shirt this season. It will not arrive.