Arsenal’s claim as the Kings of London have been given more weight as a report by Sports equipment sales giants, SportsDirect, reveal that the Gunners have seen the sale of more gear in London that any other Premier League team, including Chelsea and Tottenham.
The report contains graphics which detail the sales made of clubs’ kits according to the places of sale and while London was the city with the most demands for even clubs based outside the capital – Liverpool, City and United inclusive – Arsenal jerseys were nearly twice in more demand in the capital than any one of Chelsea or Spurs.
While the percentages of Chelsea and Spurs jerseys sold in London were 56.305 and 56.56% respectively, Arsenal jerseys sold a massive 61.5% in the capital. More telling, though, was the cumulative done by the firm on the variation of shirt sales amongst the three clubs where Arsenal posted 47.35% in comparison to 35.20% and 17.45% for Chelsea and Spurs.
Arsenal signed a new five-year £150 million kit deal with manufacturing giants, Puma, which, until United’s recent package with Adidas, was the biggest in the Premier League and given that this figure accounts for 2014 but includes the new kits produced for the 2014/2015 season, it is possible to attribute the clear difference in the fans’ enthusiasm to lay hands on the new Puma kits. The Gooners had been used to wearing Nike kits for the last 20 years and it would only have been normal for curiosities to be aroused following the change to Puma.
The fact the Arsenal’s shirts sold more in London than her native rivals could also be attributed to the bigger capacity of the Emirates Stadium with many Match Day goers likely to want a shirt with which to take selfies when they get to the ground. The Emirates is over twice bigger than Stamford Bridge by capacity and TV impressions show that not many Chelsea fans actually wear the club’s shirts while in the ground. It is still worse with the Spurs, though, as you hardly see a sea of whites when watching a Tottenham game at White Hart Lane.
Then again, Arsenal won the FA Cup and folks had to get shirts to join in the parades as well as go to Wembley as proud winners.
One interesting point, to Chelsea’s credit though, would be that they had more sales from a region outside England than both Arsenal and Spurs with more than 8% of shirts sold in Lagos; there was no record reported in the top ten cities for shirt sales outside of Britain for either of the North London clubs.
That said, it is not hard to see that Arsenal represents more of a brand in London than her local rivals, a fact also proven by the followership on social media. On Twitter, Arsenal is behind only Real Madrid and Barcelona amongst Europe’s elite teams, with Chelsea having 200,000 less followers than the Gooners 5.2 million.
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