In Ireland, we like a new kit more often than not (and everyone else...)

In the past 10 years, Ireland have brought out more new outfield shirts than our WOrld Cup group rivals Hungary and this week's play-off opponents Czechia combined.

Mon, 23 Mar, 2026 - 10:59

Adam Moynihan

With the World Cup play-offs this week, Ireland can still dream of a place alongside the game’s great superpowers in the USA, Canada and Mexico this summer. The knockouts may determine whether we pave the road to the World Cup in green but we are already streets ahead of our illustrious counterparts in one particular department: bringing out new football shirts.

The release of new Castore home and away kits brought the Boys in Green’s tally to 20 outfield strips since 2017 - more than England (9), France (10), Spain (10), Argentina (14) and Brazil (10) over the same period.

Nike-branded teams England, France and Brazil are expected to unveil new home and away shirts in March, while Spain and Argentina should have new away jerseys on the market around the same time.

Still, as they broadly stick to two-year jersey cycles, the major nations don’t come close to Ireland’s prolific output over the course of the past decade. The FAI have brought at least one outfield jersey to market in each of the past 10 years.

According to information available on the online jersey database FootballKitArchive.com, Azerbaijan (19), Albania (18) and Kosovo (18) are the only Uefa nations to rival Ireland’s shirt total since 2017.

In the past 10 years, Ireland have brought out more new outfield shirts than their last opponents Hungary and this week's semi-final rivals Czechia combined.

The likes of Croatia, Finland, Iceland, Latvia, Netherlands and Poland are in single digits for new shirts since 2017. Near neighbours Northern Ireland (9 – soon to be 10), Scotland (10 – soon to be 11) and Wales (10 – soon to be 11) have released roughly half as many shirts as the Irish.

The average number of new outfield shirts for Uefa nations since 2017 is 10.65, again approximately half Ireland’s total.

It would be difficult to argue that this volume of new playing gear is necessary for Ireland on a purely practical level. Excluding the new home and away kit, and the black third kit which was released prior to Christmas, they are bringing out new jerseys at a rate of one for every five fixtures.

The actual explanation for this abundance of shirts likely boils down to cold economic reality. The FAI’s financial difficulties have been well documented in recent years – towards the end of 2025 it was reported that Irish football’s governing body was still around €40 million in debt.

The sale of merchandise generates much-needed revenue for the Association, and releasing new gear no doubt provides a boost in this regard.

The new green and white shirts are retailing at €85 for kids and €105 to €145 for adults. These prices have been criticised by supporters but the reality is that the cost of the adult tops is pretty much in line with national shirts manufactured by Adidas and Nike, for example. The €85 price tag for kids is comparatively steep, however.

The new Adidas Spain and Germany jerseys are €75 in kids’ sizes (€10 cheaper than Ireland’s), while Northern Ireland fans can pick up a new children’s jersey for around €63 (€22 cheaper).

The Nike France kids’ shirt is listed at €79.99, and the England version is currently €47, reduced from €77 ahead of their forthcoming kit update. (All prices taken from nations’ own official stores and correct as of January 23rd.)

Ireland’s long-standing and unusual practice of exhibiting a front-of-shirt sponsor on replica shirts is also designed to bring in extra coin. Fifa do not allow countries to display such branding in-game and other national shirts are invariably sold to fans without it, but Ireland have gone against the grain in this regard for the better part of 40 years.

Though selling this ad space might be profitable (the current deal with Sky is reportedly worth up to €8 million over four years), it doesn’t seem to be all that popular with Ireland’s loyal supporters. At an away fixture against Finland in 2024, two fans went viral when they were spotted wearing Ireland shirts with the Sky logo removed and the words ‘DODGY BOX’ and ‘FIRE STICK’ printed on instead, a pointed reference to devices that can be used to illegally stream paid TV networks (such as Sky).

Some fans now favour vintage, retro or counterfeit gear over official merch, but sales of the new Castore jerseys could skyrocket if Heimir Hallgrímsson’s in-form side successfully navigate the play-offs and qualify for the country’s first World Cup in 24 years.

Number of new outfield shirts released by Uefa and selected non-Uefa teams since 2017: 20 – Ireland; 19 – Azerbaijan; 18 – Albania, Kosovo; 17 – Denmark; 15 – Canada, Italy, USA; 14 – Argentina, Georgia, Mexico; 13 – Armenia, Bosnia and Herzegovina, Germany, Kazakhstan, Morocco, Slovakia, Ukraine; 12 – Belgium, Japan, Portugal, San Marino; 11 – Austria, Gibraltar, Liechtenstein, Romania; 10 – Andorra, Brazil, Bulgaria, Czechia, Faroe Islands, France, Greece, Israel, Lithuania, Luxembourg, Montenegro, Scotland, Senegal, Serbia, Spain, Switzerland, Wales; 9 – Australia, Cyprus, England, Finland, Hungary, Iceland, Northern Ireland, Poland, Sweden.