London Daily

Focus on the big picture.
Monday, Mar 16, 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
King Charles and Queen Camilla Share Personal Tributes to Their Mothers on UK Mother’s Day
Prince William Honors Princess Diana with Mother’s Day Tribute
UK Economy Stalls in January as Households Cut Back on Eating Out
AI-Generated Singer Becomes Viral Voice for Iranians With New Anthem
London Private Club Founder Plans Exclusive Palm Beach Venue Near Trump’s Mar-a-Lago
Ed Davey Urges Britain to Build Fully Independent Nuclear Missile Capability
What the UK Covid Inquiry Is and How It Investigates Britain’s Pandemic Response
What the UK Covid Inquiry Is and How It Investigates Britain’s Pandemic Response
US Treasury Links British Polo Patrons to Alleged Venezuelan Oil Proceeds Laundering Scheme
Hundreds Gather in London Despite Ban on Annual Pro-Palestinian March
Two Dead and Multiple Students Seriously Ill After Invasive Meningitis Outbreak at UK University
UK Considers Deploying Ships and Mine-Hunting Drones to Reopen Strait of Hormuz
Starmer and Trump Discuss Urgent Need to Reopen Strait of Hormuz Amid Escalating Iran Conflict
Prince Harry and Meghan Markle’s Planned Australia Visit Draws Mixed Reaction From Local Communities
Trump Calls on France and UK to Help Safeguard Strait of Hormuz Shipping Route
Boris Johnson Labels Bitcoin a ‘Ponzi Scheme’, Sparking Debate in Crypto World
UK Considers Targeted Aid for Vulnerable Households as Energy Costs Rise
Stellantis Urges Immediate Review of UK Electric Vehicle Sales Targets
Home Office Reverses Course to Allow Some Dual Nationals to Enter UK Using EU Passports
Reform UK Proposes Replacing Top Civil Servants With Officials Aligned to Government Agenda
Netflix Adds Critically Acclaimed ‘Best Film of 2025’ With Perfect Rotten Tomatoes Score
‘The Sums Don’t Add Up’: UK Farmers Hit by Soaring Costs as Iran War Disrupts Global Supplies
Confidential UK Biobank Health Records Found Online After Researchers Accidentally Expose Data
Trump Urges Britain and Allies to Deploy Warships to Safeguard Strait of Hormuz
Trump Urges Britain and Allies to Deploy Warships to Safeguard Strait of Hormuz
Middle East War Highlights Strategic Importance of Strong UK–Ireland Cooperation
Weak Growth Signals UK Economy Was Faltering Even Before Middle East Energy Shock
Marks & Spencer Tops UK Fashion Retail Rankings as Most Considered Brand
United States Launches Trade Investigation Into Allies Over Forced Labour Practices
United States Launches Trade Investigation Into Allies Over Forced Labour Practices
Russia Accuses Britain Over Storm Shadow Strike as London Reaffirms Ukraine’s Right to Self-Defence
Russia Accuses Britain Over Storm Shadow Strike as London Reaffirms Ukraine’s Right to Self-Defence
Royal Navy to Acquire Twenty Uncrewed Surface Vessels for Autonomous Warfare Testing
Russia Summons British and French Envoys After Ukrainian Storm Shadow Strike on Strategic Facility
Starmer Confirms Britain Will Maintain Sanctions on Russia Despite U.S. Policy Shift
UK Moves to Refine AI Definition in Investment Security Reform
UK Economy Stalls in January as Growth Unexpectedly Falls to Zero
Asian Energy Security Tested as Strait of Hormuz Disruption Threatens Oil Supplies
Iran Sets Three Conditions for Ending Regional War as Diplomatic Efforts Intensify
Tesla Secures Approval to Supply Electricity Directly to Homes Across Britain
Prince William Delivers Tribute to Australia’s Naval Alliance Amid Renewed Royal Spotlight on the Country
UK Foreign Secretary Travels to Saudi Arabia to Reinforce Support for Regional Allies
Putin’s ‘Hidden Hand’ May Be Assisting Iran in Conflict With Trump, UK Defence Secretary Warns
UK Sets April Deadline for Tech Platforms to Strengthen Online Protections for Children
Elon Musk Moves Into Britain’s Energy Market as Tesla Wins Licence to Supply Power
UK Watchdog Warns Fuel Retailers Against Profiteering Amid Iran War Price Surge
Report Claims Iran Used UK Charity Network to Expand Influence
United States and United Kingdom Establish Joint Standards for Counter-Drone Technology
Iran May Be Laying Naval Mines in Strait of Hormuz, UK Warns Amid Escalating Gulf Tensions
US Deploys Bunker-Buster Bombs to UK Airbase as Iran Conflict Intensifies
×