Erling Haaland breaks auction records as Man City dominate top-10 highest-selling match-worn shirts | OneFootball

An Erling Haaland match-worn shirt sold for £22,552 this season, it has been revealed, while another of the Norwegian’s shirts sold for a further £17,531.

As incoming manager Enzo Maresca and Sporting Director Hugo Viana begin reshaping the squad at the Etihad Stadium, the club’s commercial department will be celebrating another impressive year on the global market.

Despite Arsenal securing the Premier League trophy, Manchester City’s star-studded squad has arguably locked down the title of English football’s most lucrative brand at present when it comes to fan engagement and memorabilia value.

The skyrocketing demand for match-issued gear comes as the world prepares for the 2026 FIFA World Cup in North America, with collectors spending unprecedented sums to secure authentic pieces of modern football history.

While heavy off-field speculation continues to swirl around backroom staff restructuring and contract extensions for the likes of Rodri, newly-published data demonstrates that Manchester City’s global footprint remains at the very top-end of the market.

Haaland makes history in Premier League auction charts

Through two shirts from the 2025/26 season, Erling Haaland has raised more than £40,000, making him the only footballer to appear twice in the top-five on MatchWornShirt – the global auction platform that sold over 4,000 Premier League shirts across the most-recent season.

Manchester City matched Liverpool’s three top-10 entries – but their shirts averaged £5,000 more per sale – and only the Etihad side have a single game (a 0-4 win away at Wolves) placing two shirts into the season’s top-10.

Arsenal took top spot with the number one highest-grossing shirt of the season, with Kai Havertz’s match-worn, signed shirt from their 1-0 home victory over Burnley selling for an eye-watering £26,761.

Liverpool were the highest grossing club overall, as Mo Salah generated the highest number of bids for any shirts in the 2025/26 Premier League, with 96 bids made on his Poppy Appeal shirt from the club’s fixture against Aston Villa on 1st November.

Top 10 Highest Selling Shirts from the 2025/26 Premier League Season:

Analysing Man City’s dominance over the top-10

While Liverpool capitalised on Mohamed Salah’s emotional final season, Manchester City’s presence of midfield signing Tijjani Reijnders claiming the No.6 spot at £17,302 – sandwiched tightly alongside Haaland’s secondary £17,531 jersey – underlines the monetary value buyers assign to any player associated with the blue half of Manchester.

As the focus shifts toward the summer transfer market opening on June 15 and pre-season expected to begin at some stage in July under Enzo Maresca, City could look to leverage their cultural visibility to secure lucrative new commercial partnerships ahead of the season.