An Analysis of Football Clubs’ Jersey Brand Preferences in Turkey

Abstract

This study examines the tendencies of professional football clubs in Turkey regarding their choice of jersey brands, focusing on the economic, cultural, and strategic factors influencing these preferences. The football industry is shaped not only by sporting success but also by sponsorship agreements, brand identity, fan culture, and media visibility. Jersey brands are among the key elements directly affecting clubs’ financial sustainability, international recognition, and fan loyalty.

The research provides a comparative analysis of the sportswear brands selected by a total of 139 clubs competing in the Süper Lig and lower divisions during the 2025–2026 season. Findings reveal that Süper Lig clubs collaborated with Adidas (7 teams), Nike (3 teams), Puma (3 teams), Hummel (2 teams), and other brands (3 teams). In the lower divisions, partnerships were established with Adidas (37 teams), Hummel (26 teams), Nike (21 teams), Joma (9 teams), Umbro (7 teams), Puma (6 teams), Diadora (4 teams), and other brands (11 teams). Notably, Adidas demonstrated clear dominance in the lower leagues with 37 teams.

The analysis highlights that local manufacturers holding production rights for international brands—such as CRS Spor (Hummel and Diadora), AS Spor (Joma), and Tiryaki Spor (Umbro)—provided cost advantages to clubs. These agreements are closely linked to clubs’ financial capacities, sponsorship policies, and fan expectations. Furthermore, jersey brand preferences are not merely economic decisions; they are also associated with brand image, strategies for entering international markets, and fan identity. Sponsorship agreements are increasingly decisive in shaping clubs’ revenue models, while fans perceive jersey brands as integral to club identity.

In conclusion, jersey brand preferences are evaluated as a strategic component of Turkish football clubs in terms of both economic sustainability and cultural identity.