BVB, FC Bayern: Trouble about the fabric – “We are experiencing jersey inflation”

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Trouble about the fabric – “We are experiencing jersey inflation”

The Dortmund European Cup jersey particularly angered BVB supporters last week

The Dortmund European Cup jersey particularly angered BVB supporters last week

Quelle: Getty Images/Alex Grimm

The professional football clubs flood the market with dozens of special jersey editions. Some of the prices are absurd, and fans are becoming increasingly frustrated. At BVB, the head of marketing already admits that it is “a very narrow ride” that the clubs are on the way.

JFor years football fans have grumbled at the increasingly absurd excesses in the jersey trade. But now the wheel seems to be over-turned. Now there is trouble about the material. A home jersey, an away jersey, a third jersey, a European Cup jersey and even warm-up jerseys are offered in the fan shop. Everything completely overpriced and in colors that sometimes disregard tradition – that is too much for many fans of the good.

Where they once indulged a passion for collecting, many today only feel like customers, whose money is to be pulled out of their pockets without great creativity. Sig Zelt, spokesman for the ProFans alliance, describes the measures as “the desperate attempt to boost business even further”. In addition, the prices of the jerseys are “exaggerated for years”. The “Authentic” home jersey of FC Bayern Munich with flock and logos currently costs 157.95 euros in the fan shop.

Stefan Appenowitz, author of the book “Bundesliga Trikots. 1963 to today ”speaks of a“ jersey inflation that we are experiencing ”. Abroad there are clubs “whose shirt design is immovably fixed. FC Barcelona always competes in blue and red stripes, Inter Milan in blue and black, Juventus Turin in white and black, ”said Appenowitz of the“ SZ ”. “Only one club in Germany has such a trademark: VfB Stuttgart with its red chest ring.”

The latest BVB jersey heats up emotional discussion

The well-performing special jerseys show that there is basically a market. The 1. FC Köln carnival jersey is a top seller every year. Likewise the Mardi Gras jersey from Mainz 05, the Oktoberfest jersey from FC Bayern or the special edition “Coal & Steel” 2019 at Borussia Dortmund.

But in the previous week, BVB triggered an emotional discussion. In a leaked original version of the European Cup shirt, the club’s coat of arms was missing. It was added, but hardly noticeable. He was “certainly not the most popular Borussia Dortmund employee with our fans”, stated Dortmund’s marketing director Carsten Cramer in the podcast “kicker meets DAZN”: “It’s a very fine ride to do marketing for a football club.” Puma CEO Björn Gulden, once a football professional himself, apologized to the fans and promised: “We will take the feedback into account for future jerseys.”

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Even when the FC Bayern Champions League dress was used for the first time, the audience rubbed their eyes in amazement and often alienated. Instead of classic white or red or at least black as in previous years, numerous splashes of color shaped the chest of the players. It is about “a stylized mountain world”, said the association, “which symbolizes the closeness to home and roots as well as the claim to always aim for the highest peaks”. In the league, the Munich team last played in the green costume look because the Oktoberfest would have started this Saturday. Would have. However, special shirts are also produced well in advance.

The FC Bayern mountain jersey in the game at FC Barcelona

The FC Bayern mountain jersey in the game at FC Barcelona

Source: dpa / Sven Hoppe

And sometimes the club and the supplier succeed in a coup – and then the bureaucracy steps in. For example, Uefa banned the special jersey from Ajax Amsterdam, which had three birds embroidered on the neck as a reminiscence of the Bob Marley song “Three Little Birds”. Only team symbols are allowed in the neck area, explained the Uefa. Nevertheless, the shirt became cult among the fans. “The jersey had a very high demand within a very short time,” said an Adidas spokesman and announced: “In the coming years we will continue to present iconic, but also modern jersey designs together with our partner clubs.”

The trend towards sustainability is positive. Second division club FC St. Pauli produced their jerseys themselves in order to meet all criteria. According to the club, the Bundesliga club Arminia Bielefeld consists of 13 100 percent recycled half-liter PET bottles.

“Stories of falling and getting up again and again! We Armines have second chances, but not a second blue planet, “said Bielefeld, praising his jersey

Source: dpa / Friso Gentsch

After all, jerseys are an important economic factor so that expensive players almost amortize themselves. Cristiano Ronaldo’s shirt sold over 300,000 times in the first twelve hours of his return to Manchester United. More often than any Premier League player’s shirt in the entire preseason. The turnover in these twelve hours is said to have amounted to almost 40 million euros.

For the professionals, too, the new designs apparently mean a change. Muhammed Gümüskaya of Fenerbahce Istanbul wanted to kiss the coat of arms on the shirt after his winning goal in the Europa League qualification against HJK Helsinki. But he didn’t find one.

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