The value of Serie A kits has hit a new record this season. On Monday evening, the Rossoneri’s fourth shirt makes its debut against Bologna
The fourth Milan shirt will make its debut on Monday evening in the league, in the match against Bologna. He red and black stripes that move on a white background: an innovative design resulting from the collaboration between the technical sponsor Puma and the Nemen fashion house. Agreements of this kind are increasingly frequent in the world of football where the shirt as well as the game uniform has now become both an item of clothing to be sold to fans and an object to attract companies wishing to link their image to that of the club. The consequence is that there is hardly a free square centimeter left on the fabric: the tunic is a space where you can show off names and brands, in exchange for scented checks. How far are the times when the shirts were without writing or at most they only welcomed one. Now the visibility of the logos is a lever to increase the turnover, so much so that the commercial area weighs on the turnover more than the box office. Putting together the fees from official partners and technical suppliers, the value of Serie A jerseys has broken through the € 300 million barrier this season. Two thirds of this figure comes from the companies that link the name to the team and one third from the partners who supply the sports equipment. In addition to being a golden treasure chest, the shirt is also a means to move the frontier of design forward: this explains the partnerships between clubs and fashion houses to launch third or fourth kits very distant from the social colors or the tradition of the clubs.