AZE.US
Interest in football has been steadily growing in Azerbaijan, reflected in rising attendance at domestic league matches. But as the sport becomes more commercialized, the price of official fan merchandise has also climbed, putting club jerseys out of reach for many supporters.
Official jerseys and fan apparel are typically sold through club stores and online platforms. Prices for jerseys from Azerbaijani clubs such as Neftçi PFK, Qarabağ FK and Sumqayıt FK usually range between 90 and 200 manats (about $53–$118).
Customized versions – including a player’s name, number or signature – can cost significantly more. Special signed jerseys from Qarabağ, for example, have been listed at around 500 manats.
A global business
Merchandise sales have become an important revenue stream in modern football. Leading European clubs generate tens of millions of euros each season through jersey and merchandise sales, making fan apparel a key part of the sport’s commercial ecosystem.
While Azerbaijani jerseys are cheaper than those of Europe’s top clubs, local purchasing power makes the prices feel high for many fans.
Impact on stadium culture
High prices may also influence the visual atmosphere in stadiums. Without affordable merchandise, fewer fans wear official club colors or accessories during matches, making it harder to distinguish supporters of different teams in the stands.
Consumer advocate Eyyub Hüseynov says clubs should consider making fan apparel more accessible.
Speaking to local media, he noted that during a visit to Barcelona he saw club jerseys being sold with major discounts on certain days of the week – a strategy that helps broaden fan participation.
According to Hüseynov, similar initiatives could make a difference in Azerbaijan.
“Jerseys should be more affordable for fans who support their teams,” he said. “Clubs should find ways to lower prices so that supporters can proudly wear their club colors.”