Football fans face paying up to £90 for replica shirts after eight Premier League clubs increased their prices.
Tottenham fans must now pay £90 for a replica adult first-team shirt, up £5 on last year, while a shirt for a child as young as three years old now costs £70, according to the club’s website.
Chelsea has also increased the price of its shirts by £5 to £89.99.
A shirt for just-promoted Coventry City is up £10 to £70 and the club’s children’s shirts are also up, by 25% to £60, while a baby kit costs £55.
Ipswich Town shirts are up £6 to £65.
Leeds, Bournemouth and Hull shirts are all £5 more expensive than last year.
Ten clubs charge £80 or more for a shirt.
Brentford’s kit will remain current for two years – they are the only Premier League club to take this move.
Consumer expert Scott Dixon, from The Complaints Resolver, said: “These price rises will leave many loyal fans wondering when enough is enough. We see this year in, year out, and it smacks of blatant greed and an own goal that could backfire on clubs.
“These kits are overpriced by anyone’s standards and will leave many fans priced out.
“Children’s clothing is zero rated and there’s less material used to make their kits, so parents will rightly question how some clubs can justify increases of up to 25%. Clubs know how ‘pester power’ works from a marketing angle and how it puts pressure on parents to buy the latest shirts so they don’t feel left out.
“Loyal fans deserve better. Clubs should be making it easier for the next generation of supporters to feel part of their club, not pricing them out.
“Fans ought to vote with their feet and wallets and refuse to pay it. The unintended consequences will be fans buying cheap counterfeits, which is known to fund organised crime.”
The prices follow the seizing of counterfeit football shirts worth over £18 million in the UK during the course of the World Cup because of safety concerns.
More than 220,000 pieces of football merchandise were recovered by the Police Intellectual Crime Unit as part of Operation Bloxwich, a UK police enforcement effort targeting counterfeit goods.
One raid involved 1,618 fake strips being taken from a warehouse in Birmingham, including replicas of shirts worn by star players such as France’s Kylian Mbappe and Norway’s Erling Haaland.
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