By Martin Graham
The cost of official Premier League replica kits has climbed steeply over the last 10 years, prompting frustration among supporters and renewed debate about affordability.
Figures show the average price of an adult replica shirt has risen by 50.7% during the past decade, while junior versions have increased by 46.8%. Many fans from different clubs say these prices have pushed them towards buying fake versions instead of official merchandise.
At present, 10 Premier League sides sell a standard adult home shirt at £85, with the remaining clubs setting entry prices from £60.
How the price of a shirt is divided
Research carried out by football merchandise analyst Dr. Peter Rohlmann outlines how the cost of an £85 Premier League shirt is shared.
Production-related expenses — including materials, stitching, and transport — account for about £8.50 of the final price.
A further £9.50 is linked to promotion, licensing payments, and supply chains, while value-added tax contributes £13.60.
Manufacturers such as Adidas or Nike retain roughly £16.25 per shirt, leaving retailers, most often club stores, with an average share of £37.45.
Political concern and league position
Shadow sports minister Nigel Huddleston has raised concerns about the impact rising prices are 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 also pushing existing supporters towards counterfeit products.
Although he acknowledged that pricing decisions rest with 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 designer for Puma and Umbro, said the amount of technology involved depends on both the brand and the designer behind 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 of England shirts could quickly lose value if the national side exited a tournament early.
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 rising kit sponsorship deals, with brands seeking to recover the higher sums paid to top clubs.
