Our website uses cookies

Cookies enable us to provide the best experience possible and help us understand how visitors use our website. By browsing Essential Retail Magazine, you agree to our use of cookies.

Okay, I understand Learn more

Manchester City 'Champions' range goes online within hours of title win

Manchester City were crowned Premier League title winners on Sunday evening, and within an hour the club was selling ‘Champions’ merchandise online.

The north-west football club claimed their first Premier League since 2014 on Sunday afternoon after Manchester United lost to West Bromwich Albion at Old Trafford in a match United had to win to stay in contention for the title.

City wrapped up the championship with four weeks to spare and they hold an insurmountable 16-point lead over their city rivals United. The situation meant the club’s retail team would have been confident in manufacturing and preparing league champions-branded clothing and memorabilia before the title was confirmed.

Items for sale include T-shirts, mugs, hoodies, and a special ‘Shark’ fashion range – the latter is a nod to the description given to the club by their French defender Benjamin Mendy. After consistently using #sharkteam in his social media posts, he explained to The Telegraph last year it was because he believes City are the “big shark and when teams swim up alongside us we gobble them up”. 

City’s ability to get relevant merchandise online and on sale ‘in the moment’, as well as their ability to transform trends on social media into commercial opportunities, provide examples of good practice for the wider retail market.

It remains to be seen how successful the sales of the new merchandise will be, but the club is growing financially and posted record revenues of £473.4 million in 2016-17, with its commercial arm – which includes retail, sponsorship and other pursuits – growing year-on-year revenue by 23%, to £218 million. 

A statement released on the official club website on Sunday said: “Commemorative gold printing and gold Premier League badge personalisation is available on home, away and third kits, while we also have a wide selection of tee shirts, hoodies, and souvenirs such as keyrings, mugs and much more.

“So, make sure you visit us online or in-store at the CityStore Etihad Stadium or [Manchester] Arndale [Centre] to discover the latest fan must-haves.”

There will be no need for commemorative club merchandise related to the Champions League, after Manchester City were knocked out of Europe’s premier competition at the quarter-final stage last week by English rivals Liverpool.

RBTE takes place at London’s Olympia, 2-3 May 2018.

You can register to attend here