Module · Commercial
Merchandise & Retail
The badge is a brand. Product, drops and e-commerce turn it into a twelve-month retail engine.
The module dashboard
Illustrative data
Merch revenue is up 24% year on year, driven by the relaunched webshop and a December gifting push — the shirt share of revenue fell six points as leisurewear and kids lines grew.
The assessment
Questions that already know your league.
Every question comes with suggested answers per club size, drawn from what small, medium and large clubs actually report. Three of the 25:
The baseline every retail decision hangs off (UEFA benchmarking).
Normalises retail performance against fanbase size for benchmarking.
Shirt-heavy mixes are fragile; diversified ranges smooth revenue.
Open to read
Best practices with the evidence attached.
Mobile-first store with guest checkout, wallet payment and clear shipping.
Mobile-first stores with guest checkout typically convert measurably better — the webshop is the club's only always-open store. (ECA Fan of the Future)
Move from buying at discount to sharing margin or earning royalties.
Clubs that moved from discount buying to margin share or royalties reported materially better retail economics as volumes grew. (Deloitte Football Money League)
Teasers, pre-orders, launch night, player content — planned like a campaign.
Clubs that run the kit launch as a campaign typically see it drive an outsized share of annual merch revenue. (Retail/hospitality revenue management practice)
22 more best practices for merchandise & retail, with status tracking and euro predictions, live in the workspace.