London Daily

Focus on the big picture.
Friday, Oct 02, 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
UK Councils to Receive Sweeping Planning Powers to Ban New Vape and Betting Shops
Chancellor John Healey Faces Tax and Pension Scrutiny Ahead of Autumn Budget
Metropolitan Police Apologise for Accidental Disclosure in High-Profile Investigation
UK Universities Report Record International Enrolment as Housing Pressure Grows
UK Logistics Firms Monitor Rhine Disruption as Low Water Threatens European Supply Chains
UK Food Industry Warns Inflation Could Approach 7%
UK Introduces Vaping Duty and Mandatory Retail Stamps
Scotland Raises Property Taxes and Expands Child Payment in Annual Budget
Greggs Plans Four Factory Closures With 740 Jobs at Risk
OECD Raises UK 2026 Growth Forecast to 1.1%
UK Inflation Rises to 3.1% as Bank of England Faces Rate Debate
Andy Burnham Criticises Brexit and Says Rejoining EU Single Market Remains an Option
UK Imposes New Sanctions on Russian Military Networks and Propagandists
UK Launches Nationwide Early-Release Prison Scheme
Andy Burnham Says Security Services See Signs of Iranian Involvement in RAF Fairford Incident
Manchester City Found Guilty on Premier League Financial Charges After Independent Investigation
Scottish Court to Rule on Bid to Force No-Confidence Vote Against Aberdeen Council Co-Leader
UK Bans Extra Charges for Seating Children Under 12 Beside Accompanying Adults
UK Introduces Vaping Duty and New Licensing Requirements
Greggs to Close Four UK Factories and Cut 740 Jobs
Hundreds of Prisoners Released Early as England and Wales Prisons Reach 98% Capacity
UK Unveils New Russia Sanctions Targeting War Funding and Shadow Fleet
Burnham Says There Are Strong Indications of Iranian Involvement in RAF Fairford Security Breach
Prime Minister Andy Burnham Raises Prospect of Reviewing Britain's Post-Brexit EU Relationship
Markets Price in Bank of England Rate Increases as Inflation Rises to 3.1%
UK Borrowing Costs Climb Toward 5.5% as Global Bond Sell-Off Intensifies
UK-France One-In-One-Out Migration Agreement Expires as London Seeks Alternative Measures
Southwest England Faces Flood Alerts After Heavy Autumn Storms
UK Expands Funding for Rapid Electric Vehicle Charging Infrastructure
Welsh Government Approves Funding to Upgrade South Wales Transport
Northern Ireland Tensions Rise as Orange Order Rejects Drumcree Compromise
NHS Leaders Back Early Design of Proposed National Care Service
More Than One-Third of Regional UK Universities Face Financial Deficits
UK Current Account Deficit Narrows as Cross-Border Financial Flows Remain Strong
Bank of England and FCA Issue New Rules for Stablecoins and Digital Assets
MI5 Warns UK Universities Over Research Links With Chinese Institutions
UK Energy Price Cap Rises 4% as Electricity VAT Is Temporarily Suspended
Equity Calls for UK Personality Rights to Protect Performers From AI Replication
OpenAI Pauses Advanced Model Training Following Safety Concerns
Scottish Government Proposes Replacing 32 Councils With Larger Regional Authorities
Ofgem Raises UK Household Energy Price Cap by 4% From October
UK Counter-Terrorism Police Continue Investigation After Five Arrests Near RAF Fairford
OECD Cuts UK 2027 Growth Forecast to 1%
Labour Says State Pension Triple Lock Remains Protected Through Current Parliament
Andy Burnham Pledges National Care Service With Free Social Care in England
Six Flags Permanently Shuts Landmark X2 Roller Coaster Following Safety Scandals
Metropolitan Police Rule Out Terrorism in Golders Green Stabbing Investigation
Lithium-Ion Battery Identified as Cause of Fatal Merseyside House Fire
UK Department Rejects New Sea Use Framework Due to Stakeholder Fatigue
Major Thames Water Pipe Burst Causes School Closures in London
×