Angles Football Clubs Can Work to Increase Merchandise Revenues

Football is a colossal global business, worth several billions globally each year with an even higher ceiling – which is why Gianni Infantino was so keen to sell off a big chunk of the world’s game.

One arena which has long been a big contributor, but only now seems to be getting fully realised by more clubs, is merchandising. Some teams, like Manchester United, Real Madrid, and Barcelona, have long reaped the rewards of excellent merchandising setups.

However, all professional teams can find an equivalent level of success to their own standings. 

Up-and-coming leagues like the WSL and the MLS can still uncover the path to greater merch revenues. Kit Sales Remain the Headliners

 

In 2025, research into the revenue of kit and merchandising across world football found a huge divide even just within the top 20 clubs. Barcelona stood firmly atop the rankings with €277 million last year alone.

Next up was Real Madrid on €231 million, followed by a significant drop to Bayern Munich’s €189 million and Manchester United’s €172 million. Starkly, the bottom five of the top 20 ranged from Inter Milan’s €55 million in 2025 merchandising revenue to the €36 million of Celtic in 20th place.

Given the prominence of all of the clubs on the list and those that didn’t make the top 20, the difference demonstrates that much more can be done. Luckily for teams, it’s a growing area. The 2024/25 season showcased an 11 per cent year-on-year increase in revenues generated by the top 20 clubs in Europe.

Within that €12.4 billion in total income, it was found that the commercial arm of these operations yielded the largest revenue stream at €5.3 billion. This is credited to the upscaling efforts of elite clubs in merchandising.

Of course, a lot goes into merchandising and the appeal of these products. Successful teams with top-tier and popular players see fans around the world want to buy kits.

Then there’s the aspect of marketing for new products, the aesthetic appeal of classic and zanier designs, and additional incentives to buy usually expensive products. Boosting Engagement and Merch Appeal

 

Beyond the pitch, marketing efforts go much further than billboards and hoardings for football clubs. Social media enables global reach and, if worked well, can create new fans rather than just communicate with existing ones.

Inspired marketing campaigns and attractive products being showcased with style can all boost sales greatly. Of course, running promotions for those fans and followers is also a great way to boost sales.

This can even work as a result of spending beforehand to encourage loyal customers. A similar approach is taken by the marketing department of online bingo gaming platforms. Here, there are extras on offer for those who play regularly.

The promotion is open to players who stake £15 from Monday to Friday on the myriad of bingo games, be it The Penny Press, Deal or No Deal, Spirit Twister, or any other. Doing this will then grant access to Guest List Bingo, which comes stacked with additional prizes, like £50 and £100 Uber Eats vouchers for full house winners.

It’s an approach that incentivises engaging with the platform foremost, and then rewards those who do with a chance for more bingo action. For football clubs, offering discount codes after first purchases of a set amount or access to limited-time launch events to regular customers all work this angle in a useful way.

Europe’s elite clubs aren’t the only ones who can capitalise on mega merchandise sales. As much as less prominent clubs will need to put in more effort to sell, it can be accomplished with some creative marketing and strong designs.