Baffles the life out of me that so many fans and so-called expert journalists don't understand how this works (or refuse to acknowledge it for 'bants').
Nike don't pay millions and millions of dollars in shirt sponsorships to just let the clubs pocket all the cash from sales, effectively losing money on every sale while the club gets paid twice.
Shirt sales go to the sponsor. A club signing X megastar doesn't "recoup that back in shirt sales" no matter what Dave in 'Footy Bantz group' on Facebook says.