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الجزيرة الرياضية
How jerseys became a billion-dollar market
The development of the sports jersey market has evolved from simple apparel for matches into a multi-billion-dollar industry reliant on manufacturing, sponsorship, and product sales that serve as powerful marketing tools. European clubs, such as Leeds United in the 1970s, began signing exclusive contracts with clothing companies that paid substantial sums for manufacturing rights, transforming the jersey into a significant revenue source that far exceeded its previous cost. With the rise of television broadcasting and increasing popularity, the value of commercial deals soared, with top clubs like Manchester United, Paris Saint-Germain, and Barcelona signing contracts worth hundreds of millions. The apparel industry expanded into national team federations and national teams such as Brazil, Germany, and France, which strike massive deals with brands like Nike and Adidas. Restrictions are placed on commercial advertising on national team jerseys during international matches, but training jerseys and unofficial apparel are used to promote sponsors. Additionally, the visibility of jerseys on television has massively increased their commercial value. The market further expanded into fashion and music, with strategies aimed at selling products featuring exclusive and limited-edition designs to attract fans. The tremendous growth in the value of deals and sales is not evenly distributed; clubs and national teams with greater global popularity benefit the most from this industry, which has become a primary source of income and a driving force behind increased investments in sports, brand promotion, and commercial development.
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