London Daily

Focus on the big picture.
Thursday, Jun 18, 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
Health Authorities Warn of Rising Cases of Seasonal Respiratory Illnesses
BAE Systems and Rolls-Royce Advance Multi-Nation Fighter Aircraft Programme
National Archives Publish Declassified Documents on Cold War Energy Security Planning
British Retail Spending Rises Despite Continuing Cost-of-Living Pressures
Wales Launches Social Housing Pilot to Address Affordability Pressures
British Energy Companies Commit £5 Billion to Geothermal and Hydrogen Projects
Northern Ireland Debates Cross-Border Healthcare Partnership With the Republic of Ireland
UK Establishes National Artificial Intelligence Safety Centre With Leading Universities
UK Reports Decline in Small Boat Crossings After Expanding Intelligence Cooperation With France
Scottish Parliament Launches Inquiry Into Delays to Renewable Energy Projects
National Crime Agency Dismantles Alleged Multi-Million-Pound Money Laundering Network in London
Transport Strikes Disrupt Rail and Bus Services Across Northern England
United Kingdom and European Union Open New Security Dialogue on Defense and Border Cooperation
Bank of England Holds Interest Rates at 5% as Services Inflation Remains Elevated
UK Government Unveils Major National Health Service Reform Focused on Decentralization and Performance Funding
Government Advances New Airport Slot Rules to Ease Airline Operating Constraints
BBC Opens Flagship Science-Fiction Franchise to Competitive Production Bids
Chancellor Meets City Leaders Amid Concerns Over Gilt Market Liquidity
Rathbones Shares Fall Seventeen Percent After Regulatory Review Reveals Compliance Failings
United Kingdom Joins Group of Seven Initiative Using Artificial Intelligence and Quantum Computing for Cancer Research
Parliament Debates Doubling Tax Allowance for Pensioners After Major Public Petition
Measles Cases Exceed Seven Hundred in London and the West Midlands
British Military Leadership Faces Parliamentary Scrutiny After Defence Secretary's Sudden Resignation
House of Lords Begins Debate on Steel Industry Nationalisation Legislation
Parliament Advances Bill to Abolish NHS England and Create Single Patient Records
Parliament Fast-Tracks National Security Bill to Expand Powers Against Foreign Threats
United Kingdom and European Union Set July Summit to Deepen Post-Brexit Cooperation
United Kingdom Imposes Seventy New Sanctions on Russia and Expands Support for Ukraine's Nuclear Sector
United Kingdom Announces Social Media Ban for Children Under Sixteen
0British Government Investigates Reports of Russian Warship Firing Warning Shots Near Isle of Wight
UK Supreme Court Revises Legal Definition of Deprivation of Liberty
King’s Birthday Honours Recognise Contributions Across Science, Culture and Public Service
UK Ministry of Defence Reports Interdiction of Russian Shadow Fleet Vessel
UK and US Launch Joint Regulatory Programme for Medicines and Healthcare Products
Solicitor General Refers Murder Sentence to Court of Appeal Under Unduly Lenient Scheme
UK Launches £1.6 Million Mobile Museum Initiative to Expand Cultural Access
Judicial Pay Structure Undergoes Government Review Following Senior Recommendations
Government Confirms Nearly 180 New Youth Hubs Across the United Kingdom
UK Government Expands Careers Support Through Partnership with LinkedIn
Digital News Report Highlights Growing Global Concern Over AI and Information Overload
UK Chancellor Reaffirms Fiscal Discipline and Borrowing Reduction Strategy
UK Government Invests £219 Million in Sustainable Aviation Fuel Development
Rolls-Royce Small Modular Reactors Secures Major Swedish Export Contract
Government Confirms Locations for Nearly 180 Youth Hubs Across Great Britain
UK Government Partners with LinkedIn to Expand Employment Support Services
Reuters Institute Report Flags Rising Public Anxiety Over News and Information Overload
UK Government Commits £219 Million to Expand Sustainable Aviation Fuel Industry
Chancellor Convenes Market Engagement Group to Assess UK Economic Outlook and Productivity Risks
Rolls-Royce Wins Multibillion-Pound Swedish Contract for Small Modular Nuclear Reactors
Government to Ban Social Media Access for Under-Sixteens Across the United Kingdom
×