Spain is experiencing a historic period both on and off the field. The second star on the jersey has reignited the public’s passion, the youth academies continue to produce talent, and the national teams—men’s, women’s, and youth—are at the top of world soccer. Nevertheless, the value of the “Roja” official kit remains strikingly low.
Despite being No. 1 in the FIFA rankings, the RFEF’s revenue from jerseys is five times less than that of France, Germany, or Brazil, and in fact falls short even of Italy and Portugal. This is paradoxical, considering that Italy has not played in any of the last three World Cups, while Spain has won titles in every category.
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The new generation represents a golden opportunity for the RFEF. Lamine Yamal is already a global brand, Pau Kubarsi and Nico Williams have a huge following among young fans, while in women’s soccer, Vicky López and rising star Clara Serajordi lead a group that dominates internationally. For a sportswear company, this combination of youth, talent, and titles is priceless.
At the same time, the world’s top federations are earning 100 million euros or more annually from apparel contracts. Germany, in fact, dramatically increased the value of its jersey by switching suppliers after 72 years of partnership with Adidas. Spain, on the other hand, continues to be paid as a second-tier team.
Adidas has the upper hand in the new negotiations, but the RFEF knows that now is the time to make the big leap. With the 2030 World Cup approaching and a generation set to be at its peak, the value of the jersey must finally match the value of the team.
Spain has won everything on the field and has won back the hearts of the fans in the stands. The next step is to succeed in the commercial arena as well. Not being among the five highest-priced jerseys on the planet would be a historic anomaly.
*photo source: AP
