Eight Premier League clubs have raised the prices of their replica football shirts ahead of the 2026-2027 season, with some fans now facing costs of up to £90 per item. Among the clubs increasing prices are Chelsea and Tottenham Hotspur, who have both added £5 to the cost of their adult first-team shirts. Tottenham’s replica shirt now costs £90, while Chelsea’s is priced at £89.99.

The largest price hikes of £10 were seen at Sunderland and newly promoted Coventry City, with both clubs’ shirts rising from £60 to £70. Ipswich Town increased its replica shirt price by £6, a rise of about 10 percent, to £65. Other clubs including Leeds United, Bournemouth, and Hull City have also raised prices by £5. As a result, the average cost for a basic adult shirt in the Premier League has reached approximately £77.20, with ten clubs charging £80 or more.

Tottenham also leads among children’s kit prices, with replica shirts now retailing at £70, while Coventry City’s children’s shirts have jumped by 25 percent, now costing £60. In contrast, Brentford follows a two-year kit cycle, the only Premier League club to do so, aiming to maintain affordability for supporters.

Additional fees apply for personalization options such as player names, numbers, and badges, further increasing the overall cost for fans wishing to customize their merchandise.

Consumer expert Scott Dixon criticized the repeated pricing increases, describing them as “blatant greed” that risks alienating supporters. He argued that the high prices could price out many fans and dissuade younger generations from engaging with their clubs. Dixon emphasized that clubs should focus on making kit purchases more accessible rather than limiting fan participation through escalating costs.

With the new season set to begin next month, supporters across these clubs will have to decide whether to absorb the higher prices or forgo the official replica shirts that have become a central part of fan identity.