PREMIER League sides have hiked the cost of new season shirts – with some rocketing 56 per cent in five years, we can reveal.
Half the 20 top-flight clubs charge £80 or more for a standard adult replica jersey.
Another four want at least £70.
The worst are Nottingham Forest who, in 2019, put a £48 price tag on an adult top.
It now costs £75.
Dr Peter Rohlmann, who is a German sports marketing expert, told The Sun on Sunday: “Ten years ago the price of Premier League replica shirts was the lowest in Europe, but demand from football fans has grown extraordinarily.
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“Clubs’ expectations on kit suppliers have also increased, so the battle between manufacturers is becoming stronger and more expansive. Replica shirts are now the most popular merchandise for each football club.”
Consumer expert Jane Hawkes insisted the prices are “not remotely justifiable”.
She said: “This is another own goal by mega-rich football clubs.
“Shirt prices seem to have been soaring since the pandemic and, with no big rise in production costs, it is hard to see any justification.
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“Pricing merchandise out of reach for loyal fans in a cost-of-living crisis is unfair and could, in the long term, backfire on clubs.”
Ahead of the Euros, the England shirt was being sold for £125.
Some clubs, including Brentford, have tried to help fans by only bringing out a new top every two years.
Their 2023/25 home shirt remains one of the cheapest at £60.
Tottenham charges £85.
Every club was contacted for comment.
Tottenham put price increases down to a rise in general manufacturing, materials and shipping costs, and vowed to give fans “the most innovative and high-quality product possible”.
A Brentford spokesman said: “We believe in football being affordable for our fans. The two-year cycle not only ensures affordability, but aligns with our commitment to reducing waste and promoting a greener future.”
I spent £338 on gear
NEWCASTLE fan Michael Bramley forked out £338 on kit.
That included home and away adult shirts, a child’s top, shorts, socks and a kid’s jacket.
He says all clubs should have two-year shirt cycles, like Brentford, to help families.
Michael, 37, who makes hospital equipment, said: “Last year, we managed to buy our son, Jake, seven, a full kit for £55. But now that’s the price of the shirt.
“I’ve seen the prices increasing over the years. Two-year kit cycles should be mandatory to help the fans.
“There’s a pressure to buy new shirts every year and Jake wouldn’t go without the new kit.
“I hope that working-class families don’t get priced out of going to games and getting the shirts if prices continue to go up.”
Model and social media manager Michele Ortiz-McGhee, 36, had to get her nine-year-old son Tom to buy his own Fulham kit.
The mum of two said: “He used pocket money because we can’t afford it. We are about to fork out for new school uniform.
“My husband and I can’t afford new tops ourselves. The clubs are laughing all the way to the bank. It is so unfair.
“There should be a limit put on the price of these tops.”
Source: Soccer - thesun.co.uk
