Why Do Soccer Teams Release New Kits Every Year?
Mostly money. Replica shirts are a big part of what clubs earn from merchandise, and a new design every season gives fans a reason to buy again. Kit manufacturers pay clubs for the right to make their shirts, and a fresh range each season is how those deals earn their money back. Sponsor changes, new competitions and design trends add to it.
It wasn't always like this. Plenty of older shirts were worn for two seasons, and you can see it in the names of the retro shirts we stock. Here's how we got from there to here.
Shirts used to last two seasons
Look at the season ranges on some of our retro shirts: the Manchester United 1990/92 away, the 1998/00 home, the 2004/06 home and the 2011/13 away. Each was worn across two seasons. Today, most big clubs change all their kits every year.
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Manchester United 1990/92 Away Long-Sleeve Retro Soccer Jersey: worn across 1990/91 and 1991/92.
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Manchester United 1998/00 Home Retro Soccer Jersey: worn across 1998/99 and 1999/2000, including the treble season.
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Manchester United 2004/06 Home Retro Soccer Jersey: the home shirt for 2004/05 and 2005/06.
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Manchester United 2011/13 Away Retro Soccer Jersey: an away shirt that covered two seasons.
The reasons, one by one
1. Shirt sales
Every new design is a new product. Fans who want the current shirt, or who collect them, buy again each season. For big clubs with fans all over the world, that adds up to a lot of shirts.
2. Kit deals
Kit manufacturers sign long contracts with clubs and national teams, paying for the right to make and sell the shirts. A new kit every year is how they earn that money back.
3. Sponsors
When a club changes its shirt sponsor, the shirt has to change too. New sleeve sponsors and badges also appear from season to season.
4. Three kits, not one
Teams need a home kit and an away kit to avoid colour clashes, and most now add a third, sometimes a fourth. Each one is a new design. Our guide to why teams have three kits explains the rules behind clashes.
5. Anniversaries and special editions
Club anniversaries, stadium moves and tournaments are all reasons for one-off designs. National teams usually launch new shirts for a World Cup or a continental championship.
6. Fabric and design trends
Shirt fabrics and cuts keep changing, and designers revisit old ideas. Many modern shirts borrow details from famous retro kits: a polo collar, a classic stripe, an old crest.
Do you need the new one?
Not really. Any shirt in your team's colours works at a match. The current shirt is the one that matches what the team is wearing, and that's part of the fun, but an older design says you've followed them for a while. Plenty of fans prefer a retro shirt from a season they remember.
When do new kits come out?
For European clubs, new home kits are typically launched in the summer, before the season starts in August, with away and third kits following in the weeks after. National teams usually launch new shirts ahead of a major tournament.
Frequently asked questions
Why do soccer teams change their jerseys every year?
Mainly because new shirts sell, and kit and sponsor deals are built around a new design each season.
Did teams always change kits every season?
No. Many older shirts were used for two seasons, which is why some retro shirts are named like "1998/00" or "2004/06".
How many kits does a team have each season?
Usually a home, an away and a third kit, plus goalkeeper kits. Some clubs add a fourth or special editions.
Is an old season's shirt still worth buying?
Yes, if you like it. Older designs often become favourites, which is why retro shirts are popular.
