Retailing at approximately 100 euros, the cost price of a Germany European Cup jersey is in single digits. So, who is pocketing all that hefty profit?
According to reports by German media, the current Germany national team jerseys are manufactured by the German sports equipment maker, Adidas. The production cost for one jersey stands at a mere 9.70 euros, covering the fabric, sewing work, and transportation fees.
Additionally, marketing and sales expenses for each jersey amounts to around 5.20 euros. Adding on various taxes, as well as the 22 euros licensing fee paid to the German Football Association, these costs represent about 16% of the total price. The remaining 63.10 euros represent the profit margins for both the manufacturer and the retailers. Based on data from the Federal Statistical Office, Adidas gains a profit of 18.70 euros from each jersey, leaving retail profits at 44.4%.
The colors of the jerseys have also been a hot topic this year. Adidas has maintained the use of the traditional black, red, and gold colors on the white Germany home jerseys for this year’s European Cup. For the away jerseys, they introduced a more vibrant pinkish-purple color. Initially, doubts were cast on this less masculine color choice, but the actual response exceeded expectations, with the pinkish-purple jerseys proving highly popular.
Adidas spokesperson Oliver Brüggen stated, “The pinkish-purple jerseys are the best-selling away jerseys in the history of the German Football Association.” Additionally, the number 8 jersey is particularly popular as it belongs to league champion Toni Kroos. When discussing the strong interest in the pinkish-purple jerseys, German Football Association president Bernd Neuendorf expressed, “People shouldn’t overanalyze color choices. I believe people like it simply because it’s fashionable.”
However, the German Football Association recently announced they will be changing their jersey supplier. Starting from 2027, the Germany national team jerseys will no longer be provided by Adidas but will instead be supplied by their American competitor, Nike.