Why are Premier League shirts so expensive?

Over the past ten years, the average cost of an adult replica Premier League kit has increased by 50.7%. The juniors’ corresponding figure is 46.8%.

Numerous club supporters have informed the BBC that they are forced to purchase fake strips because of the high cost of official football shirts.

A full-priced basic adult men’s shirt is priced at £85 at half of the Premier League clubs. The other ten clubs start at £60.

A Premier League shirt costs about £85 and can be divided into: based on market research conducted by Dr. Peter Rohlmann, an analyst with a focus on football merchandise.

Shadow sports minister Nigel Huddleston is concerned about mounting costs to supporters.

The rising cost of shirts puts a club’s brand in jeopardy, he said, adding that the next generation of fans could not afford to lose this crucial connection and would also force current fans to turn to the fake market.

Huddleston questioned whether there should be any action to lower prices. “While pricing and sales are business decisions for individual clubs, I hope that clubs will take steps to make authentic shirts as accessible as possible, especially for junior fans.”

Manufacturers contend that developing an elite football strip requires a lot of research and production and is susceptible to changes in market trends.

Rob Warner, a former Puma and Umbro kit designer, said: “The amount of technology goes into them varies by brand, individual designer, and by individual designer.

Because the retailer is so dependent on the team’s success, they make a significant portion of the profit margin. When I worked for Umbro, I used to buy a million England shirts, and when England were eliminated from the group phase, they would suddenly have a large stock of shirts that were unimportant. It’s a risk. “

When asked why prices had spiked sharply recently, Warner responded that “the machinists are more skilled… the methods used to create badges and logos are all of better quality.

When you consider the rising cost of the kit deals and the brands having to try to recover some of the money they’ve spent on the most expensive clubs,

There is evidence that more and more supporters are purchasing counterfeit strips as prices continue to rise.

According to the organization that oversees immigration and customs control, Border Force seizes more counterfeit goods than ever.

As officers packed dozens of suspected fake football shirts from just a few of the hundreds of packages intercepted, the BBC was given permission to film at East Midlands Airport.

The Intellectual Property Office (IPO) and Border Force frequently conduct investigations in connection with the seizures of these strips.

According to Andy Cooke-Welling, director of enforcement and intelligence at the IPO, “counterfeits entering the UK cost the economy up to £7 billion, and we know that it could lead to 80, 000 job losses as well.”