Unofficial Valencia shirt is the top-seller
21/10/2011
Joma took over the contract to supply the Valencia kit on August 1, replacing rival brand Kappa, supplying three kit options to the club and releasing replicas to club shops and its own retail network.
But to Joma's surprise, the shirt that has sold best among supporters is none of the three official ones, but a fourth, unofficial one that the sports brand said was specifically for the fans. The top consists of yellow and red vertical stripes and is reminiscent of La Senyera, the traditional flag of the Valencian region.
Sales of the Senyera shirt in the first months of the Joma deal have reached 25,000, ahead of the club's traditional first-choice white shirt.
Valencia CF has used this design for official team colours in the past, most famously in winning the Spanish cup against Real Madrid in 1979. However, a more recent attempt to re-introduce it, by Nike in 2004 (albeit with the addition of blue sleeves), failed to achieve commercial success.
Local media have reported that the deal between the club and Joma is for five seasons and will be worth a total of EUR 17.5 million to the club over that time.
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