Mixed balance at the start of the World Cup: are national jerseys slowing down in sales?


Stephan Heiniger has sold fewer shirts than in previous years, only Brazil moves.


christian kolbeEconomics editor

There hasn’t been much euphoria about soccer and the World Cup in Switzerland so far, and that hasn’t changed much after the opening game. This may be due to the continued criticism of Qatar as the venue or the unusual date of the event. Who likes to buy a new World Cup jersey for their favorite team when they have to hide it under their winter sweater and jacket?

Also, there are significantly fewer public tours than when the event is held in the summer. And for your own sofa, the 2020 national jersey edition, i.e. the jerseys of the latest Euro football cup, is usually enough. This is also being felt by sporting goods retailers, who are less overwhelmed than in years past by original fan jerseys or jerseys. Are World Cup jerseys threatening to become slow sellers? A first assessment is mixed.

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