"The average price of an adult replica Premier League kit has increased by 50.7% over the past decade. For juniors, the corresponding figure is 46.8%. Hundreds of supporters from multiple clubs have told the BBC the price of official football shirts has driven them to buy counterfeit strips instead. Half of the clubs in the Premier League charge 85 for a full-price basic adult men's shirt. Prices at the other 10 clubs start from 60."
"Based on market research by Dr Peter Rohlmann, an analyst who specialises in football merchandise, a Premier League shirt costing approximately 85 can be broken down into: Fabric, sewing and shipping costs of 8.50 Marketing, a licensing fee and distribution costing 9.50 VAT of 13.60 The manufacturer - such as Adidas or Nike - taking 16.25 The retailer - usually the club shop - receiving on average 37.45"
"In response to a request by the BBC, the Premier League pointed to its rules, which state clubs "are free to sell, advertise and display for sale replica strip supplied by such manufacturer at whatever price they may choose". Manufacturers argue that a great deal of research and production goes into creating an elite football strip, and that changing market trends can leave them vulnerable."
Average adult replica Premier League kit prices have increased 50.7% over the past decade, with junior kits up 46.8%. Half of Premier League clubs charge £85 for a basic adult shirt; the other ten clubs start at £60. Market research breaks down an £85 shirt into £8.50 for fabric, sewing and shipping; £9.50 for marketing, licensing and distribution; £13.60 VAT; £16.25 to the manufacturer; and £37.45 to the retailer. Hundreds of supporters report buying counterfeit shirts because of high prices. Shadow sports minister Nigel Huddleston warned rising costs risk disconnecting younger fans. The Premier League says clubs may set replica prices freely; manufacturers cite research, production costs and market vulnerabilities.
Read at www.bbc.com
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