Half of all Premier League football fans are unable to afford their team’s new shirt this year, according to a recent survey conducted for FootyComps. The poll also found that 46 per cent of English Football League (EFL) supporters face similar financial strain.
Fans are now encountering costs of up to £90 for replica shirts, following price increases by eight Premier League clubs for the upcoming season. This has led to a quarter of Premier League fans (25 per cent) purchasing counterfeit shirts from unofficial websites, with 23 per cent doing so for their children.
Authorities have issued warnings about the dangers of counterfeit football tops, with both police and fire services cautioning consumers due to significant safety risks. Many fake shirts are reportedly made from low-grade, highly flammable polyester and contain dyes that could be harmful to skin, particularly for children.
Simon Pilkington, co-founder of FootyComps.com, urged fans to be aware of the risks of cheap replica tops. He suggested safer alternatives such as club-offered lower-priced replica shirts, UK-based football kit websites, or purchasing last season's kits at a discount.