The average standard adult Premier League replica shirt now costs £76.95 for the 2026/27 season, a record high and up by more than £10 from five years ago when the average was £63.32. Ten years ago, the average was £49.65.
EFL and club-level price rises
The EFL has also seen average shirt prices reach record highs, with Championship shirts costing £63.16, League One £57.58 and League Two £52.59.
Tottenham have the most expensive replica shirts in the country, with one of their 'elite' jerseys - those that more closely resemble what players wear during games - priced at £135 each. Chelsea's equivalent top is a penny cheaper, avoiding joint top on a technicality. Manchester City charge £130 for their 'authentic tops', while Arsenal, Aston Villa, Liverpool, Manchester United and Newcastle United charge £120.
Tottenham also charge £90 for their standard adult top, the most expensive in the division, and again just a penny ahead of Chelsea. At £70, Tottenham have the most expensive junior top in English football, with Chelsea charging £5 less.
Fan affordability concerns
Tottenham are one of seven Premier League teams that have increased prices for this season. Newly-promoted sides Coventry, Ipswich and Hull have also upped prices, along with Leeds and Bournemouth. Ten of the 20 clubs now charge over £80 for an adult replica shirt.
Arsenal, Aston Villa, Fulham, Liverpool, Manchester City, Manchester United, Newcastle United, Everton, Nottingham Forest, Brighton & Hove Albion, Brentford and Crystal Palace are all charging the same price as in 2025/26. Brentford stand out by keeping the same kit for two seasons to help with affordability and the club's sustainability efforts.
The inclusion of the more expensive 'authentic' shirt, which features lightweight fabrics and manufacturers' attempts to keep athletes cool, has given clubs another way to generate revenue. Such shirts are now available in junior sizes at Chelsea, Arsenal and Liverpool. Chelsea's junior authentic shirt costs £109.99, nearly £30 more than Arsenal and Liverpool's £80 version.
Fan and financial impact
Premier League rules state clubs "are free to sell, advertise and display for sale replica strip supplied by such manufacturer at whatever price they may choose." However, the increased costs are affecting supporters, with 49 per cent of Premier League fans polled by FootyComps in July saying they couldn't afford a replica shirt because they cost too much, while 23 per cent admitted buying a fake shirt for their child to save money.
West Ham have the Championship's most expensive replica tops, charging £110 for 'authentic' tops and £75 for standard adult shirts. Preston, who finished 14th last season, also charge £75.
The rise in merchandise costs comes alongside a rise in season ticket prices, with 14 of the 20 Premier League clubs raising prices for 2026/27. Eight clubs have now gone beyond the £1,000 mark for their most expensive seats. The cheapest season ticket at defending champions Arsenal is £978.
These increases are reflected in headline transfer fees and record financial figures. Arsenal announced a club-record revenue of £691 million for the year ending May 2025 and are expected to reach £812 million, a 23 per cent increase, in their next annual report. From the 2024/25 figures, £262.2 million came from commercial revenue, with Arsenal leveraging their recent success and establishing a strong merchandise brand. The question of who the replica kit is actually for, when priced at £85, has never been more pertinent.
