LJ50
Well-Known Member
You’re right on many things, but I don’t think you’re right on this.Retail is an exclusive contract. You can't buy off Hummel. If you could we'd all be buying merch off them now. Hummel will manufacture our merch and supply it to the retail partner so it can be sold to supporters.
It doesn’t need to be, and probably won’t be, entirely exclusive. If retail deals were always exclusive then the like of Greaves Sports would never have football tops.
The retail deal will likely give the retailer the right to be the official outlet when we buy “direct” from the club, it will give it first rights on the strips (so before anyone else) and it will have the complete range of merchandise. But it doesn’t necessarily need to have exclusivity. Clearly exclusivity would attract a higher premium, so it’s a matter of the club balancing the extra revenue it might earn through other outlets and the quantum of the premium.