By Christmas, Harry Kane is set to break the next record. He will increase Bayern’s merchandising turnover. However, the transfer cannot be refinanced with this alone – in addition, there are completely different balances in international comparison
The hype surrounding him was almost absurd. On the day of his arrival, Munich went crazy. Everything revolved around Harry Kane. Advertising hoardings were put up in the city center and crowds of fans gathered at the training ground. This was naturally reflected in the sale of merchandising products. On the first weekend alone, FC Bayern sold around 20,000 shirts with Kane’s name on the back. A record. The general sales of fan merchandise on the day of his arrival also set a new record, replacing the most successful day to date after the Champions League final in 2020.
And the fascination continues seamlessly. that Kane will break another record by Christmas. According to forecasts, the shirt with its four letters and the number 9 will then be the most sought-after in history, more sought-after than the jersey of any other Bayern player – in terms of one season. The number is said to be close to the 100,000 mark.
By the end of the season, Bayern expects to have sold over 100,000 Kane jerseys
This means that any Kane jerseys sold over the counter or online between January and June 2024 will extend the record even further. FC Bayern ultimately expects to sell more than 100,000 Kane jerseys for the entire 2023/24 season. He would then be the first professional player at the German record champions to reach this figure in one season
FC Bayern will be left with around ten euros per jersey. This alone is not enough to pay off the transfer fee of more than 100 million euros, including possible bonus payments. In addition to merchandising products, the three pillars of refinancing include sporting success, to which Kane contributes with his goals and assists; and the opportunity to open up new markets or gain new partners. Above all thanks to his international popularity, which he has gained through his years in the world-famous and well-marketed Premier League.
James and Cristiano Ronaldo generated completely different numbers
100,000 jerseys sold is an enormous figure by German Bundesliga standards, a novelty. In international comparison, however, there have been completely different figures in the past. The jersey of James Rodriguez, who also wore the Bayern shirt from 2017 to 2019, is said to have been sold more than 300,000 times in the first two days alone after his move to Real Madrid in 2014. The Juventus shirt worn by Cristiano Ronaldo, who moved from Real Madrid to Italy in 2018, is said to have sold more than 500,000 units on the first day alone.