When it comes to marquee signings in football, the idea of a boost in shirt sales is often raised as a financial benefit associated.
It is usually put forward by some fans - and even pundits - as part of the justification for a transfer fee or for the often significant salary of the big-name addition.
The theory goes that the buzz generated by the arrival of someone like Lionel Messi, Cristiano Ronaldo or Kylian Mbappe will bring a major windfall as more jerseys will be sold.
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Here's the thing: it's something of a myth.