London Daily

Focus on the big picture.
Sunday, May 10, 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
The War Map: Professor Jiang’s Dark Theory of Iran, Trump, China, Russia, Israel, and the Coming Global Shock [Podcast]
The End of the Old Order [Podcast]
Labour Is No Longer a National Party [Podcast]
Lawyers vs Engineers: Why China Builds While America Litigates [Podcast]
The AI Gold Rush Is Coming for America’s Last Open Spaces [Podcast]
The Pentagon’s AI Squeeze: Eight Tech Giants Get In, Anthropic Gets Shut Out [Podcast]
AI Isn’t Stealing Your Job. It’s Dismantling It Piece by Piece.
Kennedy’s Quiet War on Antidepressants Sparks Alarm Across America’s Medical Establishment
Britain’s Democracy Is Now a Costume
Churchill’s Glass: The Drunk, the Doctor, and the Myth Britain Refuses to Sober Up From
The Met Gala Meets the Age of Billionaire Backlash
Russian Oligarch’s Superyacht Crosses Hormuz via Iran-Controlled Route
Gunfire Disrupts White House Correspondents’ Dinner as Trump Is Evacuated
A Leak, a King, and a Fracturing Alliance
Inside the Gates Foundation Turmoil: Layoffs, Scrutiny, and the Cost of Reputational Risk
UK Biobank Breach Exposes Health Data of 500,000, Listed for Sale on Chinese Platform
KPMG Cuts Around 10% of US Audit Partners After Failed Exit Push
French Police Probe Suspected Weather-Data Tampering After Unusual Polymarket Bets on Paris Temperatures
CATL Unveils Revolutionary EV Battery Tech: 1000 km Range and 7-Minute Charging Ahead of Beijing Auto Show
Crypto Scammers Capitalize on Maritime Chaos Near the Strait of Hormuz: A Rising Threat to Shipping Companies
Changi Airport: How Singapore Engineered the World’s Most Efficient Travel Experience
Power Dynamics: Apple’s Leadership Shakeup, Geopolitical Risks in the Strait of Hormuz, and Europe's Energy Strategy Amidst Global Challenges
Apple's Leadership Transition: Can New CEO John Ternus Navigate AI Challenges and Geopolitical Pressures?
Italy’s €100K Tax Gambit: Europe’s Soft Power Tax Haven
News Roundup
Microsoft lost 2.5 millions users (French government) to Linux
Privacy Problems in Microsoft Windows OS
News roundup
Péter András Magyar and the Strategic Reset of Hungary
Hungary After the Landslide — A Strategic Reset in Europe
Meghan Markle Plans Exclusive Women-Focused Retreat During Australia Visit
Starmer and Trump Hold Strategic Talks on Securing Strait of Hormuz Amid Rising Tensions
Unofficial Australia Visit by Prince Harry and Meghan Expected to Stir Tensions with Royal Circles
Pipeline Attack Cuts Significant Share of Saudi Arabia’s Oil Export Capacity
UK Stocks Rise on Ceasefire Momentum and Renewed Focus on Diplomacy
UK to Hold Further Strategic Talks on Strait of Hormuz Security
Starmer Voices Frustration as Global Tensions Drive Up UK Energy Costs
UK Students Voice Concern Over Proposal for Automatic Military Draft Registration
Rising Volatility Drives Uncertainty in UK Fuel and Petrol Prices
UK Moves to Deploy ‘Skyhammer’ Anti-Drone System to Strengthen Airspace Defense
New Analysis Explores UK Budget Mechanics in ‘Behind the Blue’ Feature
Man Arrested After Four Die in Channel Crossing Tragedy
UK Tightens Immigration Framework with New Sponsor Rules and Fee Increases
UK Foreign Secretary Highlights Impact of Intensified Strikes in Lebanon
UK Urges Inclusion of Lebanon in US-Iran Ceasefire Framework
UK Stocks Ease as Ceasefire Doubts in Middle East Weigh on Investor Confidence
UK Reassesses Cloud Strategy Amid Criticism Over Limited Support Measures
UK Calls for Full and Toll-Free Access Through Strait of Hormuz Amid Rising Tensions
Starmer Signals Strategic Shift for Britain Amid Escalating Iran-Linked Tensions
UK Issues Firm Warning to Russia Over Covert Underwater Military Activity
×