Half of all Premier League football fans are unable to afford their team’s new shirt this year, a recent survey has revealed, as soaring prices push replica kits out of reach for many.
The poll, conducted for FootyComps, found that the financial strain is also significant among English Football League (EFL) supporters, with 46 per cent unable to purchase an authentic replica.
Fans are now facing costs of up to £90 for replica shirts, following price increases by eight Premier League clubs for the upcoming season. This has led a quarter of Premier League fans (25 per cent) to buy counterfeit shirts from unofficial websites, with 23 per cent doing the same for their children.
The survey also highlighted a growing trend towards second-hand options, with more than a third of fans (35 per cent) searching platforms like Vinted for older, authentic kits.
Additionally, over a quarter of Premier League fans (26 per cent) admitted to purchasing fake shirts while on holiday. While almost a quarter (24 per cent) stated that a club’s sponsor influences their decision to buy the latest shirt, 29 per cent maintained they would buy a new shirt annually regardless of sponsorship.
However, authorities have issued stark warnings regarding the dangers of counterfeit football tops. Both the police and fire service caution consumers against these products due to significant safety risks. Many fakes are manufactured from low-grade, highly flammable polyester and contain dyes that can be harmful to skin, particularly for children.
Simon Pilkington, co-founder of FootyComps.com, urged fans to be fully aware of the risks associated with replica shirts.
He commented: “The prices of football kits today are astonishing, so it’s no wonder that fans are choosing to buy fake shirts. This doesn’t mean there aren’t risks buying cheap, replica tops. A shirt for just £13 sounds appealing, but prices are this low for a reason. I’m sure we saw in the news last week about how much of a fire hazard they can be. I would say that buying one is simply not a risk worth taking.”
Mr Pilkington suggested safer alternatives for fans keen on new kits.
“Clubs do offer replica football shirts at a lower price. They’re not necessarily cheap – some still cost as much as £90 – but you will save yourself a few quid,” he said.
“I’d also recommend checking UK-based football kit websites. They’ll likely offer cheaper replica kits but they’ll be made within UK regulations, which means they’re less likely to contain dangerous materials.
“And don’t forget, authentic shirts are available at a cheaper price. If you’re not too bothered about wearing the latest shirt, many clubs are offering last season’s kits now at a discount. Or if you really want a new kit, you can also wait until midway through the season, when prices start to go down.”
The survey was conducted by Opinium, polling 2,000 football fans in July.
