Liverpool have officially announced their revenue from shirt sales in 2025, reaching an all-time high in the club’s history. But the biggest surprise lies elsewhere: the best-selling shirt is neither Ekitike’s nor Alexander Isak’s, but belongs to a completely unexpected name, which has risen to the top of the rankings…

Liverpool Football Club has officially announced that their shirt sales revenue for 2025 has reached a record high, representing a significant commercial achievement for the Merseyside club. According to data released by the club, there has been a notable increase in global demand for Liverpool jerseys across Europe, Asia, and North America. Although strong performances on the field contributed to this success, executives acknowledge that the narrative behind the top-selling shirt is more surprising than expected.

For many years, Liverpool’s commercial achievements have been fueled by star players. Figures such as Mohamed Salah and Virgil van Dijk were anticipated to lead the sales charts due to their prominent roles and international fame. However, internal statistics reveal that neither player topped the list in 2025. Instead, an entirely unexpected name surfaced as the club’s most sought-after shirt, challenging previous assumptions about fan preferences and contemporary football marketing.

The total revenue generated from shirt sales reportedly surpassed earlier records by a considerable amount, aided by digital retail channels and focused regional marketing efforts. Liverpool’s collaboration with their kit supplier was also crucial, with limited-edition releases and personalized items selling out within hours. Club representatives characterized 2025 as a “perfect storm” of athletic performance, branding, and emotional ties with fans globally.

The most surprising revelation, however, occurred when the sales rankings were finalized. The top-selling Liverpool shirt of 2025 was not worn by a captain or a high-profile signing, but by the current leading midfielder, Dominik Szoboszlai. While Szoboszlai has made a significant impact on the field, few anticipated that he would surpass established stars in merchandise sales. Internally, executives confessed that they only recognized the extent of his popularity when restock requests began pouring in from international markets.

A secret disclosed by club insiders indicates that Szoboszlai’s shirt sales surged following a series of viral moments on social media. Brief clips showcasing his poise, character, and crucial goals circulated widely on platforms such as TikTok and Instagram. Subsequently, Liverpool’s analytics team found that fans aged 16–25 were disproportionately selecting Szoboszlai’s name, indicating a generational shift in how supporters engage with players.

Another concealed aspect is Szoboszlai’s image, which has been meticulously yet quietly nurtured by the club. In contrast to conventional marketing strategies, Liverpool permitted his popularity to develop organically. There were no significant advertising campaigns centered around him at the start of the season. This understated strategy fostered authenticity, leading fans to feel as though they had “discovered” Szoboszlai on their own, a psychological factor that greatly enhanced emotional connection and shirt sales.

In terms of geography, Szoboszlai’s shirt achieved remarkable success in unexpected areas. While Florian Wirtz continues to dominate the UK market, Szoboszlai led sales in the United States, Japan, and certain regions of Southeast Asia. Sources indicate that Liverpool’s preseason tour content featuring Szoboszlai garnered unusually high engagement internationally, a detail the club initially missed until merchandise data validated the trend.

On the other hand, Mohamed Salah’s shirt sales, while still robust, have leveled off compared to previous years. Insiders speculate that this is partly due to market saturation, as many fans already possess his jersey from prior seasons. Liverpool’s retail strategy may have underestimated how swiftly fans shift their preferences toward emerging stars, particularly those viewed as humble, relatable, and expressive on the field.

Another well-kept secret pertains to Liverpool’s internal forecasts. At the beginning of the season, commercial analysts estimated that Szoboszlai would not exceed fifth place in shirt sales. As weekly figures began to rise, the data was allegedly reassessed several times to eliminate any potential errors. By the middle of the season, Szoboszlai had surpassed all other players, leading to urgent manufacturing adjustments to prevent supply shortages.

John W. Henry and Fenway Sports Group (FSG) were reportedly thrilled with the results. Privately, John W. Henry perceives Szoboszlai’s ascent as evidence that Liverpool’s forward-thinking strategy can yield not only athletic success but also significant commercial profits. One executive referred to Szoboszlai as “the ideal modern football asset,” merging performance, charisma, and marketability without artificial hype.

Additionally, there is a more profound financial aspect behind the record-setting revenue. Sources indicate that Szoboszlai’s shirt has a higher profit margin due to renegotiated image-rights agreements typical in contracts for younger players. This arrangement means that each sale contributes more directly to the club’s financial health compared to shirts of veteran stars with intricate commercial contracts.

Liverpool’s marketing team is now discreetly reorganizing future campaigns based on this understanding. Instead of depending solely on star players, the club intends to highlight emerging talents sooner, especially those who connect with younger fans. Nevertheless, executives are careful not to overexpose Szoboszlai, as they worry that forced promotion could undermine the natural appeal that has made his shirt so popular.

Players have reportedly responded with a mix of amusement and pride. Szoboszlai, according to sources from the dressing room, was “genuinely surprised” to find out he was leading the sales charts. Senior teammates congratulated him, with some humorously suggesting that he now owes the team dinner. This modest response has only enhanced his reputation among fans, further increasing demand.

Looking forward, Liverpool anticipates that 2026 could signify a pivotal moment in how football clubs evaluate commercial stars. The club’s management perceives Szoboszlai’s ascent as proof that authenticity, youth involvement, and digital culture now take precedence over traditional structures. Shirt sales have evolved beyond mere fame—they now hinge on connection, timing, and narrative.

To conclude, Liverpool’s unprecedented shirt sales revenue in 2025 conveys a narrative that goes much deeper than mere figures. While the club revels in its historic financial achievements, the true insight is the emergence of Dominik Szoboszlai as the surprising emblem of Liverpool’s worldwide fan community. Beneath the surface of spreadsheets and rankings lies a significant lesson: in contemporary football, the most valuable name on a shirt is not always the most apparent one.