THE GREAT REPLICA SHIRT RIP OFF: Exorbitant prices of Premier League kits exposed as families left out of pocket thanks to 'authentic' shirt boom

Families are being priced out of buying official Premier League replica shirts, with many now unable to justify the sky-high cost.

The average standard adult replica Premier League top costs £76.95 for the 2026/27 season. That’s a record high and is up by more than a tenner from just five years ago when the average was £63.32. It’s also up by nearly £30 from 10 years ago when the average was £49.65.

The EFL has also seen average shirt prices reach record highs with those in the Championship costing £63.16, League One £57.58 and League Two £52.59.

Tottenham have the most expensive replica shirts in the country, with one of their ‘elite’ jerseys - those that more closely resemble what the players wear during games - priced at £135 each. Chelsea’s equivalent top is a penny cheaper, so avoids being joint top on little more than a technicality.

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Manchester City charge £130 for their ‘authentic tops’, and five clubs charge £120 for theirs: Arsenal, Aston Villa, Liverpool, Manchester United, and Newcastle United.

Spurs charge £90 for their standard adult top, which is the most expensive in the division, and again just a penny ahead of Chelsea. At £70, Tottenham also have the most expensive junior top in English football, though Chelsea this time charge a fiver less.

Tottenham are also one of seven Premier League teams who have increased prices for this season. Newly-promoted sides Coventry, Ipswich and Hull have also upped prices, along with Leeds and Bournemouth. It means that 10 of the 20 clubs now charge over £80 for an adult replica shirt.

Arsenal, Aston Villa, Fulham, Liverpool, Manchester City, Manchester United, Newcastle United, Everton, Nottingham Forest, Brighton & Hove Albion, Brentford and Crystal Palace are all charging the same price for a standard adult replica top as they did in 2025/26. Brentford stand out further, having decided to keep the same kit for two seasons to help with affordability for fans and the club's sustainability efforts.

The inclusion of the even more expensive 'authentic' shirt, which is different to the regular replica version, has given clubs another method of raking in money. The shirts, which are the same as those players wear for a match, feature lightweight fabrics and manufacturers' attempts to keep athletes cool.

The fact such a shirt is now available in junior sizes at Chelsea, Arsenal and Liverpool has left many parents even more out of pocket, given some children want to go to every length to replicate their idols. Chelsea's junior authentic shirt costs an eye-watering £109.99 - nearly £30 more than Arsenal and Liverpool's £80 version.

It should be pointed out that Premier League rules state clubs "are free to sell, advertise and display for sale replica strip supplied by such manufacturer at whatever price they may choose".

But it is clear that the increased costs are having an impact on their supporters, with 49 per cent of Premier League fans polled by FootyComps in July saying they couldn't afford to buy a replica shirt because they cost too much, while 23 per cent admitted they have bought a fake shirt for their child to save money.

It is not just contained to the top flight either. West Ham have the Championship’s most expensive replica tops, charging £110 for their ‘authentic’ tops and £75 for their standard adult shirts. Preston, who finished 14th last season, are also charging £75 for their standard adult tops.

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The increase in merchandise costs comes alongside a rise in season ticket prices, with 14 of the 20 Premier League clubs raising their prices for the 2026/27 season. It means that eight clubs have now gone beyond the £1,000 mark for their most expensive seats. The cheapest season ticket available at defending Premier League champions Arsenal this season is £978.

These increases are reflected in the headline transfer fees being paid this summer and the record financial figures being reported by clubs. Arsenal announced a club-record revenue of £691million for the year ending May 2025 and are expected to reach £812m - a 23 per cent increase - in their next annual report.