Football clubs receive substantial financial support from kit deals, which is crucial to their overall revenue streams.
Often signed with major sportswear brands, these kit deals provide a stable and predictable income for football clubs throughout the contract. This is in contrast to other sources of revenue, such as match-day ticket sales, merchandise sales, and TV revenue, which can be more variable.
Here are the largest kit deals in football for the 2023-24 season.
The Largest Kit Deals in Football
5. Manchester City - $82 million
The recent treble winners secured a ten-year deal with German sportswear brand Puma worth £65 million, or $82 million in 2019.
The remarkable success of the Premier League side has undoubtedly pleased the brand with their investment. Aside from sponsoring the team, Manchester City manager Pep Guardiola also has a personal endorsement deal with Puma, which is unusual in the sport.
The lucrative agreement between Manchester City and Puma is set to last until 2029.
4. Paris Saint-Germain - $87 million
PSG is widely considered the most fashionable club in football. Their jerseys have transcended the boundaries of the sport to become a fashion staple among celebrities and the younger demographic.
This popularity is attributed to the club's stylish designs, clean aesthetic, and allure of the French capital. PSG's jerseys are a symbol of sports fandom and a statement in contemporary fashion.
The club receives £68.7 million annually, or $87 million, with American sportswear giant Nike. Their deal with the Swoosh brand is set to last until 2032.
3. Manchester United - $95 million
In 2014, Manchester United achieved a historic feat by securing the then-largest-ever kit deal, transitioning from longtime sponsor Nike to Adidas for a ten-year commitment.
The significant Adidas deal, valued at $95 million annually, still ranks among the largest in the world despite the club's recent on-field struggles. This agreement is set to last until 2025.
Adidas took the lead in renewing their partnership for another decade this past summer. Starting in 2025, the annual payment is anticipated to rise to approximately $120 million, aligning with the compensation of the top clubs on this list and extending the agreement through 2035.
2. FC Barcelona - $125 million
FC Barcelona has been affiliated with Nike since 1998, standing as arguably the brand's most prominent football club.
The Swoosh brand generously compensates them for this association. The reigning La Liga champions earn an impressive $125 million annually to sport Nike gear, and this arrangement is set to continue until 2028.
Further incentives allow Barcelona to earn up to $170 million per season, but it is reported that they are not satisfied with it.
Barcelona believes that the existing terms of their deal fall significantly below the market value. Additionally, the club expresses dissatisfaction with the services offered by Nike, including concerns about the quality of products and services provided to the players.
Puma and New Balance are also closely monitoring the escalating tension between Barcelona and Nike, preparing to offer a tempting deal to lure one of the biggest brands in football away from the Beaverton-based company.
1. Real Madrid - $140 million
Real Madrid is the highest annual earner in kit deals, securing an impressive $140 million per season in their partnership with Adidas. Their current deal was renewed in 2019 and is set to last until 2028.
Los Blancos has been affiliated with the Three Stripes since 1998, as well as a short period from 1981 to 1985.
Aside from having the largest kit deal, Real Madrid has the most expensive kit sponsorship deal with Emirates, who pays around $75 million to display their "Emirates -- Fly Better" tagline on the club's white shirts.
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