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Club News

NEWS: Record-breaking shirt sales in 2022/23 season!

29 June 2023

Club News

NEWS: Record-breaking shirt sales in 2022/23 season!

29 June 2023

The 2022/23 season saw Coventry City sell over 40,000 shirts!

The huge total breaks all recent shirt sales records, reflecting the popularity of the home, away and third kits from last campaign – as well as individual records.

The Home Shirt became the best-selling hummel home shirt so far, with an increase of more than 40% compared to the 2021/22 season.

The away shirt was also the best-selling hummel away kit so far, increasing sales compared to the season before by more than 70%.

Meanwhile the goalkeeper kits were the best-selling so far, more than doubling sales compared to the 21/22 campaign.

Shirts have been designed and developed by the Club’s internal kit committee alongside designer Rob Revell from Hummel since 2019, and last season marked the 60th anniversary of Coventry Cathedral.

This saw the return of the famous tramlines on the home shirt and included the pattern from the stained-glass windows of the Cathedral, while the purple stripes on the away kit were created using three different bespoke remakes of stained-glass panels from City’s iconic Cathedral. Meanwhile, the third kit was a spectacular homage to the Baptistery Window at the Cathedral.

The bespoke goalkeeper shirts, the first time Coventry City had developed this option, also sold massively more than any other goalkeeper tops, with each again also displaying elements of the Cathedral windows. The Sky Blues will again be having bespoke keeper shirts for the 2023/24 campaign following the success of these kits.

The 2023/24 season kits will be revealed during the coming weeks alongside other exciting retail developments and new products, with this area now again part of the Club rather than being outsourced to a separate company.

Dave Boddy, Coventry City Chief Executive, said:

“We are delighted with the success of shirt sales last year, which reflects the achievements of the team on the pitch and also the popularity of the designs that we had for last season, which celebrated the City’s famous Cathedral.

“This is even more impressive considering the issues created when our then retail partner went into administration in November and the shop had to close, though we worked incredibly hard to recover this area and get things back up and running by ourselves for Christmas.

“The internal kit committee comprising myself, Mark Hornby (Head of Marketing & Communications), Mike Reid (Head of Football Operations) and Tynan Scope (Head of Commercial) have worked closely together since 2019/20 with Rob Revell, the excellent designer at Hummel, to come up with our shirt designs, and the way these reflect the Club and City’s history and identity, alongside their bespoke nature, have proved massively successful.

“We’re looking forward to revealing our kits for the 2023/24 season shortly and hope for similar success in the campaign ahead!”

Rasoul Didarzadeh joined the Sky Blues as the new Head of Retail in March and has since been developing a number of new products and product lines for the new season, plus other exciting retail developments.

Rasoul Didarzadeh, Head of Retail, said:

“The sales figures from last year were excellent and we hope that the new kits will be received as well, if not better, by Sky Blues fans when they are revealed in the next few weeks.

“There will be a number of new retail products and product lines available in the coming weeks and months, which will increase the range and quality of merchandise for fans in an important area of the Club, alongside other exciting developments which will be announced soon.”


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