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HITS THE FAN
Shock surge in price of replica Premier League shirts revealed including club whose top now costs £27 more than in 2019
Ahead of the Euros, the England shirt was being sold for £125
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.
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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.
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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.”
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