Rising prices for official football replica shirts have put them out of reach for many fans, according to a recent poll conducted by FootyComps. The survey reveals that half of all Premier League supporters say they cannot afford to purchase an authentic shirt for the upcoming season, with similar affordability issues reported by 46% of English Football League supporters.

Price hikes by eight Premier League clubs have pushed replica shirts to costs of up to £90, contributing significantly to fans’ reluctance or inability to buy official merchandise. In response, a notable proportion of supporters have turned to unofficial sources, with 25% of Premier League fans admitting to purchasing counterfeit shirts from unregulated websites. The figure is closely matched for those buying shirts for children, with 23% acknowledging the purchase of replica kits from unofficial sellers.

Authorities, including police and fire services, have issued warnings cautioning consumers against acquiring counterfeit football jerseys. These knock-off products often use substandard polyester materials, which pose safety hazards due to their high flammability. Additionally, some counterfeit shirts contain dyes that may be harmful to skin upon contact.

Simon Pilkington, co-founder of FootyComps.com, highlighted the dangers associated with cheap fake kits, emphasizing the fire risks as a significant concern. “The prices of kits today are astonishing, so it’s no wonder that fans are choosing to buy fake shirts,” he said. “This doesn’t mean there aren’t risks. A shirt for just £13 sounds appealing, but prices are this low for a reason. We saw in the news about how much of a fire hazard they can be. Buying one is not a risk worth taking.”

The increased cost of official merchandise and safety concerns linked to counterfeit alternatives illustrate a growing challenge for football fans who wish to demonstrate their team loyalty while navigating financial and safety considerations.