By Martin Graham
The cost of official replica Premier League kits has risen sharply over the past 10 years, leading to frustration among fans and a renewed debate about affordability.
The figures show that the average price of an adult replica shirt has risen by 50.7% over the past decade, while youth versions have risen by 46.8%. Many fans of different clubs say that these prices have pushed them to buy fake versions instead of official merchandise.
10 Premier League teams currently sell a standard adult home shirt at £85, with the rest of the clubs setting entry prices from £60.
How to split the price of a shirt
Research conducted by soccer merchandise analyst Dr. Peter Rohlmann, describes how the cost of an £85 Premier League shirt is shared.
Production-related costs, including materials, sewing and transport, account for around £8.50 of the final price.
A further £9.50 relates to promotion, license payments and supply chains, while value added tax contributes £13.60.
Manufacturers such as Adidas or Nike keep approximately £16.25 per shirt, leaving retailers, most often club shops, with an average share of £37.45.
Political concern and position in the league
Shadow Sports Minister Nigel Huddleston has expressed concern about the impact the price hike is having on supporters.
He said shirts are a key part of a club’s identity, but warned that higher costs could weaken the bond between teams and younger fans while pushing existing fans towards counterfeit goods.
While acknowledging that pricing decisions are up to individual clubs, Huddleston expressed hope that teams would take steps to make official kits more affordable, especially for children.
The Premier League responded by highlighting its regulations, which allow clubs to set their own prices for replica kits supplied by manufacturers.
The manufacturers’ explanation
Kit producers argue that modern football shirts require significant development and investment, making them more expensive to create.
Rob Warner, a former Puma and Umbro designer, said the amount of technology involved depends on both the brand and the designer of each kit.
He also explained that retailers take on considerable risk as sales are closely tied to team performance. During his time at Umbro, large orders for England shirts could quickly lose value if the national team left before a tournament.
Warner added that recent price increases reflect improved craftsmanship, more skilled factory workers and advanced methods used for badges and logos. He also pointed to the rise of kit sponsorship deals, with brands looking to recoup the higher sums paid to top clubs.
