Study: Premier League ‘big six’ get January transfer window merch sales boost
The research included sales data from Arsenal, Chelsea, Liverpool, Manchester United, Manchester City and Tottenham Hotspur, as well as eight other European clubs, collated from August 2019 to January 2020.
Arsenal saw the biggest hike with a 124 per cent increase in merchandise sales despite only signing two players on loan, although the surge also coincided with the appointment of Mikel Arteta as the club’s new manager. They were followed by league leaders Liverpool who recorded a 108 per cent increase in products sold.
Interestingly, last season’s Premier League champions Manchester City were bottom of the pile with just an 11 per cent increase in merchandise sales after making no signings during the January transfer window.
Chelsea, meanwhile, recorded a 92 per cent increase in products sold in January despite being under a transfer embargo. Manchester United, who were the highest ranked Premier League club in this year’s Deloitte Football Money League saw 64 per cent growth. Sales at Spurs were up just 17 per cent.
Michael Schirrmacher, UK managing director at Bloomreach, said: “The January transfer window is an important time for clubs. It’s a perfect time to boost both their on-field performance and balance their books with new merchandise dedicated to the new signings that join the club’s ranks.
“More and more, fan engagement takes place as much online as in the stadium nowadays. To deliver the kind of experience tech-savvy fans are craving, clubs must provide consistent touchpoints across the entire fan journey, whether it’s online, mobile, physical store or even a customer service call. Doing so will ensure that clubs make it easier for fans to find and buy new products as soon as they hit the store, keeping the fanbase happy while ensuring the club increases its revenue.”
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