FootyComps Case Study: The Price of Football Shirts

We started FootyComps because we felt that the game of football had just got far too expensive. Whether it’s shirts, merchandise, tickets or experiences, it costs a fortune these days. Our low-cost and free-entry competitions are designed to give you the chance to win something amazing, for very little outlay. 

If you have football-obsessed kids, as we do, it’s even more expensive and the pressure to kit them out in the latest gear puts pressure on us all. 

We commissioned a study into the cost of football shirts and how often fans opt to buy fake shirts instead and it threw out some incredible results. 

We’ve already seen the results be picked up by over 200 news outlets and radio shows, including The Independent, The Sun, Heart, and TalkSport, and we wanted our loyal FootyComps readers to be able to see the results too, so read on for the full data. 

With the average Premier League football shirt costing £115, FootyComps data finds that many are opting for cheaper, replica kits

Ahead of the 2026/27 Premier League season, newly commissioned data from FootyComps.com found that 49 per cent of top-flight football supporters are unable to buy an authentic football shirt, due to high prices. This figure remains high among fans of English Football League (EFL) clubs, 46 per cent of whom also can’t afford an authentic football shirt.

And with clubs such as Tottenham Hotspur charging a staggering £156 for a home shirt (with name and number, the data also found that millions of footy lovers have purchased fake replica kits, to save costs.

Notable stats include:

• A quarter of Premier League fans have bought a fake shirt from an unofficial website (such as DHGate) at a cheaper price. 

• Manchester City fans are the most likely to purchase a fake shirt, at 37 per cent.

• Nearly a quarter (23%) of Premier League fans have bought a fake shirt for their child at a cheaper price.

• Over a third (35%) of Premier League fans have searched second-hand sites (such as Vinted) for older, authentic shirts, instead of the latest kit.

• With many footy fans on holiday now, a quarter of Premier League fans (26%) admit to having purchased a fake shirt on holiday.

• Nearly a quarter (24%) say that a club’s sponsor makes or breaks their decision to get the latest shirt. However, 29 per cent say that they’ll always buy a new shirt every year, regardless of the club’s sponsor. 

The rising costs of football shirts have again sparked intense debate, with eight top-flight clubs - including Chelsea and Bournemouth - coming under fire this week for enforcing new increased prices. As a result of the extortionate prices, retail websites, such as DHGate, have become increasingly popular, where supporters can order replica shirts for less than £13. 

But despite the cost benefits, fans have been warned against buying counterfeit tops due to safety risks. Many are made from low-grade polyester and, as a result, are highly flammable, which can lead to body burns, breathing problems, and even death.

And although the drop in fees remain appealing to many Premier League fans, an even larger amount appear to mistrust fake shirts. Further data from FootyComps found that over half (55 per cent) said they would never buy one. 

Simon Pilkington, co-founder of FootyComps, said that fans need to be made aware of all risks before buying a replica shirt to save costs.

“The prices of football kits today are astonishing, so it’s no wonder that footy fans are choosing to buy fake shirts. I don’t fancy spending £150 on a new top, and I understand why several fans won’t want to, either. 

“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 simply not a risk worth taking.

“If you’re keen to grab your team’s latest kit ahead of the new season, there are a few safer ways to cut costs. 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. 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.”

Our Methodology for the Study:

Research conducted by Opinium for FootyComps via survey of 2,000 football fans in July 2026. Data used for Opinium is an award-winning strategic insight agency and has one of the biggest and most reputable survey panels in the UK.

FootyComps.com gives everyone the opportunity to win amazing football-related prizes, from football shirts and merchandise to money-can't-buy experiences, with both free and low-cost entries available. We're the online competitions site built by football fans, for football fans and players at all levels of the game.