Eight Premier League clubs have increased the prices of their replica football shirts, with Tottenham Hotspur leading the way at £90 for an adult first-team shirt, up £5 from last year. A child's shirt for a three-year-old now costs £70, according to the club's website.
Price Increases Across Clubs
Chelsea has also raised its shirt prices by £5 to £89.99. Newly promoted Coventry City saw its adult shirt rise by £10 to £70, while children's shirts jumped 25% to £60 and a baby kit costs £55. Ipswich Town shirts are up £6 to £65. Leeds United, Bournemouth, and Hull City all increased their shirts by £5. Ten clubs now charge £80 or more for a replica shirt. Brentford is the only Premier League club to keep its kit design for two years.
Consumer Expert Reacts
Scott Dixon, consumer expert from The Complaints Resolver, said: “These price rises will leave many loyal fans wondering when enough is enough. We see this year in, year out, and it smacks of blatant greed and an own goal that could backfire on clubs.” He added that children's clothing is zero-rated and uses less material, questioning the up to 25% increases. “Fans ought to vote with their feet and wallets and refuse to pay it,” he said.
Counterfeit Concerns
The price hikes follow the seizure of counterfeit football shirts worth over £18 million in the UK during the World Cup due to safety concerns. More than 220,000 pieces of merchandise were recovered by the Police Intellectual Crime Unit under Operation Bloxwich. One raid in Birmingham found 1,618 fake strips, including replicas of shirts worn by players like Kylian Mbappe and Erling Haaland.
