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Unveiling the Soaring Costs of Football Kits: A Closer Look

Unveiling the Soaring Costs of Football Kits: A Closer Look

Football kit prices have become a subject of concern for fans as Premier League clubs continue to raise their prices for the upcoming season. In a recent investigation by Nick Harris and Alex Miller for the Mail On Sunday, it was revealed that all 10 Premier League clubs who have announced their replica shirt prices for the next season have hiked prices by up to 14 percent. With Manchester United and Arsenal leading the way, skeptics are questioning the justification behind these soaring costs. In this blog post, we delve into the details to uncover the truth behind the inflated prices of football kits.

According to the report, both Manchester United and Arsenal have increased their shirt prices by a staggering 14 percent, raising them from £70 to £80 for the 2023-24 season. These two clubs, along with Tottenham, who have increased their prices by £5 to £80, will boast the most expensive basic adult short-sleeved replica shirts. If fans wish to add official Premier League badges, as well as a personalized name and number, the cost further escalates to £100.

Dr. Peter Rohlmann, a German sports marketing expert, highlights that the ‘basic’ cost of producing an £80 shirt is just £8 per unit, amounting to a mere 10 percent of the sales price. This production cost includes the expenses related to materials, labor (typically in Asia), and transportation.

Delving into the breakdown of earnings from each kit sold, the retailer of the shirt, which is often the club itself, typically pockets £26.40 from an £80 shirt. Simultaneously, the manufacturing brand receives £23.47. VAT amounts to £13.33, while the club earns a ‘license fee’ of £4.80 per shirt. Additionally, £2.40 per shirt is allocated for marketing purposes, and £1.60 is dedicated to local distribution.

These figures are illustrative, subject to slight variations based on the contractual agreements between clubs and their manufacturers. Typically, manufacturers also make additional annual payments to the clubs, adding to their revenue streams.

Manchester United recently unveiled their latest home kit, which comes with a hefty price tag of £110 for adults. This trend of increasing prices for football fashion accessories is not exclusive to United; it seems that the larger the club, the more fans are expected to pay.

The rise in kit prices has led to concerns about the exploitation of supporters. Manchester United, once known for their connection with fans, is now seen as a leading sports brand focused on ruthless exploitation. The Glazer family’s ownership of the club has faced opposition from loyal supporters, who have criticized the American owners for taking money out of the club. Some even speculate that the delay in a potential takeover is motivated by a desire to profit from the latest shirt sales.

To fully outfit yourself in the new United Adidas home kit, including the short-sleeved shirt, shorts, and socks, it would cost a staggering £175. The women’s version of the kit is priced at £110, while a child’s shirt is £55, and a baby kit is £40. These prices are substantial, considering that the kit will be replaced in just 12 months.

The rising cost of football shirts is a trend seen across the Premier League. While fans are willing to pay for a well-designed kit, regardless of the price, there are concerns about the bubble reaching its breaking point. Supporters argue that the actual cost of producing a kit is minimal, as it involves cheap materials and labor. Therefore, the high cost to consumers primarily serves as profit for the kit manufacturers and clubs themselves.

Fans are calling for regulators of the “Beautiful Game” to step in and establish ground rules to ensure affordability. There should be a set cost that is accessible to families, regardless of the club they support. The discrepancy in prices between clubs, even when they have the same manufacturer, is a cause for concern. A standardized shelf life for kits is also needed to prevent continuous exploitation of fans through frequent kit releases.

In conclusion, the financial dynamics behind football kits have sparked a debate about fair pricing and fan exploitation. With the cost of living already high, supporters deserve to be respected and protected from exorbitant prices. The introduction of regulations and affordable pricing across the board would help ensure that the love for the game is not overshadowed by financial concerns.

However, the responsibility for setting shirt prices lies with the kit providers, including major brands like adidas, Nike, and Puma, according to the clubs contacted by In The Money. The recent price hikes have caused replica shirt prices to rise by £5 at various Premier League clubs, such as Manchester City (£75), Liverpool (£74.95), Aston Villa (£70), Newcastle (£70), Everton (£65), Crystal Palace (£60), and Wolves (£60).

As Premier League clubs continue to raise the prices of their football kits, fans are left questioning the justification behind these steep costs. The soaring prices, coupled with the relatively low production costs and the breakdown of earnings, raise skepticism about the economics of football kits. With manufacturers responsible for setting the prices, it remains to be seen whether these inflated prices truly reflect the value provided to fans. What are your thoughts? Do you believe the price of a football kit is warranted? Join the conversation in the comments section below.

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