Projections show Tottenham could first to charge fans £100 for shirts
Historical price analysis of Premier League clubs’ shirts has influenced a projection model for future shirt prices. The projection indicates Tottenham will be the first to charge a three-figure sum for one of their shirts.
Tottenham’s shirt prices are likely to continue rising
In a report produced by the Casino Kings consumer team, the new releases and minimum cost of home Premier League shirts were tracked from the inception of the Premier League until the present day.
The primary findings of the report were that since 1992, the average price of a home shirt of a leading Premier League club has risen from £29.99 to £81.67. This averages at £1.57 increase per year, but the recent trend is closer to £3.67.
Tottenham specifically has the most expensive 24/25 home shirt at £85.00 and additionally leads the league in the number of shirts released since 1992. Furthermore, Tottenham were amongst a group of clubs to adopt a schedule of releasing three new kits per season and hold a record of 21 consecutive years of new home kit releases, which is unlikely to be interrupted from now on.
Based on the past increases, the report suggests that the 2029/30 season will be when Tottenham charge a minimum of £100 for their replica home shirt. This could arrive much sooner if Spurs or another club decide to jump their prices.
The report additionally added that Tottenham have the most expensive season ticket in the Premier League, at £2367.
The £100 mark has already been passed
The purpose of the report was to analyse the average minimum cost of a shirt, but it feels negligent to dismiss the purchasing options which have already well surpassed £100.
If you look at Tottenham’s shirt options like adding Heung-min Son’s name or number or even selecting one of their Elite shirts, the maximum price for a shirt has soared to as much as £145.
Resisting rising costs is a cause behind which all fans should unify
None of the information in the report is new or unfamiliar to football fans. Tottenham may be leading the way, but a match attendee of any club will be aware of the rising costs of fandom.
The Premier League era has been like the adage of a frog in a pot of water being gently boiled. A £5 increase each year may not be noticed by everyone, but over time regularly removes a rung from the ladder that gives access to someone being a match-going fan.
Club owners like Daniel Levy will always present the argument that their costs have increased, so they must increase their prices in turn. Even without precise details, it is likely the cost of production is a fraction of the retail cost.
A fair counterpoint is that replica shirts are inherently a luxury item. The issue is not the cost, but the mentality behind the price increase. It is a disregard for genuine figures of inflation and maintaining margin, in favour of establishing a mentality of continuous growth. The club increases shirt prices, and ticket prices, removes concessions, and adds surge pricing, all to squeeze more from their target market.
Growth economics are not unique to football but are certainly a byproduct of the game’s progressive commercialisation. Many fans wish football existed only as an isolated escape from the world around them. However, it is as intrinsically tied to our economic and political landscape as anything else.
There are some whose emotional connection to football guides them to organise protests against club ownership in aid of improved on-pitch results. There are countless intangibles to footballing success, but a non-negotiable for all fans should be that fans make football what it is due to their community, not their finances.
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