London Daily

Focus on the big picture.
Monday, Aug 17, 2026

Ronaldo Manchester United transfer: Why shirt sales won't balance the books

Ronaldo Manchester United transfer: Why shirt sales won't balance the books

Manchester United has spent £12.85m on signing Cristiano Ronaldo, but they'll make that back in shirt sales as people rush to buy his kit, right?

That might be what your mates in the pub are saying, but it's not true.

There's a good chance the club will see a commercial benefit from the signing - on top of what Ronaldo does on the pitch of course - but shirt sales are not really part of that.

The top dogs at Adidas, though, will be rubbing their hands with glee.

"The fee's already been agreed between the manufacturer and the club," says Dr Dan Plumley, who is a senior lecturer in sport finance at Sheffield Hallam University.

"So the shirt sales go to the manufacturer - or the majority of them [do]."

Juventus fans left tributes to Ronaldo outside their stadium in Turin after news of him leaving the club

Manchester United signed a 10-year deal with Adidas worth £750m in 2014 - the biggest kit deal ever seen in world football.

The exact details of the deal are kept private so we don't know if United gets a cut of shirt sales, but Dan says "it's very unlikely that that would ever be above 10%".

He says the club will get £5 per shirts at the absolute maximum - when the shirts on sale at the moment can cost fans up to £100.

Why are kit deals worth so much then?


Adidas may make back its £750m in shirt sales alone.

But Dan says there are other reasons they pay so much to make United's kits.

Signing in style: Ronaldo and Kleberson show off their United kit in 2003

"There is a wider picture here of all the commercial aspects as well," he tells Radio 1 Newsbeat.

"Big brands like to be associated with other big brands," he says - and Manchester United and Adidas are two of the biggest brands in the world.

It's a similar story for Barcelona and Nike or Manchester City and Puma - they're mutually beneficial to each other.

Will Ronaldo get to wear number seven?


There have been rumours swirling around that Ronaldo will get his famous number seven shirt back.

He wore that at Manchester United, Real Madrid (except for his first season) and Juventus - and has built up his CR7 brand around it.

"He'll be wanting to protect that as much as possible, and the number on the shirt at Manchester United is another way to do that," Dan says.

There's a problem though.

Edinson Cavani came on against Wolves at the weekend, wearing the coveted number seven shirt

Edinson Cavani already occupies the number seven shirt, so the club would have to make a formal request to the Premier League to swap numbers.

As it stands, there have been no pictures of Ronaldo posing with a Manchester United shirt and the Premier League website hasn't listed him with a number yet.

If Ronaldo gets the number that he made his name under, at the club he made his name with, there will no doubt be a surge in people wanting to buy his new kit.

United will hope his massive social media presence will help to build the hype even more.

"They'll be looking at adverts that target fans towards their own merchandise shop or come and visit Old Trafford, do the stadium tour and spend money in the club shop," says Dan.

"It's a mainstream global audience, and that can have some real impact."

But any money the club makes off that will still likely be very small in the context of their overall revenue, with which last year was £509m.

It still stands that the old "shirts pay for transfers" argument is just a myth.

Newsletter

Related Articles

0:00
0:00
Close
Sarah Ferguson Reportedly Retreats to Late Ex-Boyfriend's Swiss Chalet
Cristiano Ronaldo and Georgina Rodríguez Sign Prenup Protecting Their Separate Fortunes
Thieves Steal Antonello da Messina Renaissance Masterpieces From Sicilian Museum
Better.com Founder Who Fired 900 Employees on Zoom Is Ousted as CEO
Italian Speed Camera Issues Nearly 32,000 Fines in 10 Weeks, Worth More Than €3 Million
AI Manager at San Francisco Store Recommends Firing Human Employee
Google Launches Pixel 11 With Gemini AI at the Center of Its Hardware Strategy
Campaigners Press Government to Strengthen Rights for Four Million Gig Workers
Government Considers Higher Private Rents to Spread Asylum Accommodation Across UK
UK Moves to Protect Historic Pubs From Conversion Into Housing and Offices
Nigel Farage Wins Clacton By-Election to Return to House of Commons
British Manufacturers Report Rising Cybersecurity Threats Across Industrial Supply Chains
Royal Navy Increases Monitoring of Russian Ships in UK Waters by 25 Percent
England Adds More Than 350 Medical Training Posts to Strengthen NHS Capacity
NHS Waiting Lists Over 52 Weeks Rise by More Than 11,000 Patients
Brent Crude Near $88 Raises Fresh UK Energy Cost Concerns
UK Treasury Warns Prolonged Strait of Hormuz Disruption Could Cut 2027 Growth to 0.3 Percent
UK Economy Grows 0.4 Percent in Second Quarter as Energy and Inflation Risks Persist
UK Heatwave Triggers Emergency Alert as Government Unveils £65 Million Farm Support Package
Reform UK Unveils Plan to Cut Welfare Spending by More Than £50 Billion a Year
Prime Minister Andy Burnham Praised Extinction Rebellion for Doing a 'Great Service'
UK Wildfire Phone Alert Triggers Backlash as Users Switch Off Emergency Warnings
Heathrow Roads Reopen After Burst Water Main Floods Access to Terminals 2 and 3
Former NBA Players Enes Kanter Freedom and Royce White Say They Will Enter 2027 WNBA Draft
Former Cambridge Professor Jason Arday Found Dead Days After Resigning Amid Plagiarism Row
US Appeals Court Rules AI Agent's Website Actions Are Legally Attributed to the User
France's Constitutional Council Blocks Social Media Ban for Children Under 15
Liechtenstein Changes Royal Succession Rules to Allow Women to Inherit the Throne
Women Allege Rape and Sexual Abuse at British Army College for Teenage Recruits
Minnesota: Two independent investigators posed as Muslims (one wearing a burqa) and showed how they could vote in elections without identification.
UK Prime Minister Andy Burnham Takes Regional Tour to Highlight Local Infrastructure and Environmental Problems
Nigel Farage Wins Clacton By-Election to Return to the House of Commons
Bank of England Warns Rising Inflation Could Squeeze UK Household Incomes
UK Government Announces £65 Million Aid Package for Farmers Hit by Severe Drought
UK Economy Grows 0.4% in Second Quarter Despite Energy Market Pressures
UK Issues Emergency Alert as Severe Wildfires Spread Across England and Wales
UK and Finland Discuss European Defence and Continued Support for Ukraine
Nigel Farage Wins Clacton By-Election to Return to the House of Commons
UK Government Deploys Military to Help Fight Wildfires and Bans Disposable Barbecues
UK Records Hottest Day of the Year as Fifth Summer Heatwave Peaks in Southern England
UK Condemns Houthi Actions and Warns of Red Sea Threat to Global Trade
UK and Solomon Islands Open Wildlife Photography Exhibition in Honiara
UK Small Businesses Face Continued Cash Flow and Tax Pressures
Greatham Marsh Restoration Restores Tidal Wetland in Hartlepool After More Than 200 Years
UK Health Regulator Urges University Students to Check Meningitis and Measles Vaccination Status
Mining Remediation Authority Completes Major Ground Stabilization Works in Scottish Community
UK Food Crime Investigators Seize 33 Tonnes of Illegal Food in Multi-Agency Operation
Technical Qualification Uptake Hits Record High as Advanced Mathematics Results Improve
UK Summer Temperatures on Course to Challenge Long-Standing Records, Met Office Says
UK Farmers Bring Forward Cereal Harvests as Drought Threatens Yields
×