AC Milan are outside the top 10 in Europe when it comes to the amount that they get from their kit deal and shirts sold, but they are the second ranked Italian club.
UEFA have published their annual report which looks into the financial landscape of European club football and as part of that they have disclosed who are the top-earning clubs in terms of their kits.
The data combines the manufacturer sponsorship revenue (i.e. income from their kit supply deals) with their total merchandising revenue for the calendar year, so it can be used as a yardstick for popularity in a sense.
As per UEFA, the revenues from shirt sales and merchandising have risen approximately 60% since 2019 and there has been a sharp increase since the pandemic, with the sport heading more down the path of being commercial-centric.
Looking at the top 20 of the ranking, the first notable name is Inter in 20th position with their Nike deal plus shirt sales earning them €26m, below the likes of Fenerbahce, Celtic and even Leeds United.
Milan are in 13th with nearly double that at €47m, while Juventus are the top Serie A club at €74m. There are then five clubs who are at over €100m: Manchester United, Liverpool, Bayern Munich, Real Madrid and Barcelona.
As a reminder, Milan earn €30m per year as part of their new deal with PUMA which came into effect last year.
