Similar scenario with TV money being more of an income driver than tickets, sponsorship will massively out do shirt sales in the profit stakes.
The club probably earn about £10 from each shirt they sell instead of adidas, so even if we had Walkers as a sponsor and sold 100k more shirts, the impact on sponsorship clearly isn’t going to be covered and more by sales. Also, Adidas would probably want us to agree to buy that amount of shirts in advance and therefore it would be a bigger risk.