EURO 2024 shirts: Nike’s £125 jerseys, Scotland’s expensive away, and Ukraine’s old gear
As the UEFA EURO 2024 kicks off on 14 June, The Asterisk delves into the kit manufacturers and analyses the prices of the most expensive shirts from each nation competing for the trophy in Germany.
Nike reigns supreme in shirt sponsorship
Nearly half of the national teams are sponsored by the American sportswear giant. Big names include England, France, the Netherlands, and Portugal. Underdogs Croatia will also don the swoosh along with Poland, Slovakia, Slovenia, and Türkiye.
Rival kit manufacturer Adidas will have only six teams with the famous three stripes: Belgium, hosts Germany, Hungary, defending champions Italy, Scotland, and Spain.
The Germans have not only been outdone by Nike at the EURO this year; they have also lost exclusive rights over the national team's kit to the American sportswear giants. Die Mannschaft will be wearing Nike from 2027.
Austria, Czechia (Czech Republic), Serbia, and Switzerland will be repping Puma at the big stage.
Albania and newcomers Georgia will wear kits produced by Macron.
Spanish sportswear company Joma is sponsoring Romania and Ukraine - not for long.
The Hummel brand will only be visible on the Denmark shirt.
Nike leads with priciest jerseys
Croatia, England, France, the Netherlands, Poland, and Portugal’s home 'match' shirts, which are jerseys that the professional players wear, are retailing for £124.99.
£5 less will get you heavyweights Belgium, Germany, Italy, and Spain’s Adidas strips.
The home shirts of the other nations that are available for less than £100 are not the 'match' or 'authentic' jerseys.
While Nike sells some of the most expensive shirts, the most affordable home strip also belongs to them. The Slovakia jersey can be purchased for £51.
Official replicas of the big teams can be purchased for £80-85.
But what is the ‘MOST’ most expensive shirt?
Hosting the European Championship has come at a cost for the home fans.
Germany's long sleeve home authentic shirt is the most expensive jersey. It costs a whopping £140, while the popular away strip is selling for £130.
Along with Germany, Spain and Italy are the only other nations Adidas has opted to offer fans a long sleeve option for £130.
Scotland: £10 far from home
The Scots can celebrate not having to pay over £100 for their jerseys.
However, the Tartan Army’s jersey pricing does have an anomaly. It is the only country whose away strip is more expensive than the home shirt.
The 'Almost Blue' away shirt costs £85, £10 more than the home jersey.
Ukraine, Romania, Albania, and Georgia to don old kits
Four countries will be heading to a new edition of the championship with old strips.
Macron’s Albania and Georgia and the Eastern European countries of Ukraine and Romania have not received new jerseys.
The Romanian Football Federation has decided to stick with the kit that was released in March 2023.
Most countries release shirts after a two-year cycle. Romania’s last release (2023) is not in line with major competitions. Albania and Georgia are also following the same cycle and will receive new kits in 2025.
Ukraine will be rocking up in Germany with their 2021 kit.
A dispute between the Ukrainian Association of Football and Joma over the sports brands’ production of kits for Russian football teams has soured the relationship.
Ukraine is expected to switch to Adidas after the championship.
Nike's winning bet: England or France?
England and France have been bookmarked as favourites to lift the championship at Olympiastadion Berlin on 14 July.
England edges out France by a fraction, with the Three Lions having nearly a 20% chance of winning the competition.
Gareth Southgate and Didier Deschamps have incredible players at their disposal and strong squad depth.
Should either country win the EURO, Nike will benefit the most from a marketing standpoint, especially after missing out on the World Cup in 2022 when Argentina beat France 4-2 on penalties.