Mumsnet calls for an end to Premiership kit rip-off

As part of our campaign to make Britain more family friendly, we're calling on Premiership football clubs to cut the price of kits and strips for children. Clubs have now revealed their new 2011/12 kits - and the average cost of a replica kit for an eight-year-old now stands at £57.54, with seven Premiership clubs charging £60 or more.

When you include names, badges and logos, the average complete replica strip costs around £80. So unsurprisingly, parents are angry, with eight out of 10 saying that they believe football merchandise are ripping off families, and 97% saying the merchandise offers poor value for money. (Survey of over 1000 parents via Mumsnet website, Feb 2011)

How expensive?

  • Aston Villa and Manchester City sell the most expensive kit, charging kids £63.00 for a full junior strip.
  • The cost of the new junior Arsenal kit including name, number, badges and logos is £81.
  • Aston Villa, Manchester City, Chelsea, Liverpool, Manchester Utd, Newcastle Utd and Tottenham Hotspur all charge £60 or more for an 8-year-old's football kit.
  • Arsenal, Aston Villa, Chelsea, Liverpool, Manchester City, Newcastle Utd, Norwich City and Tottenham Hotspur sell the most expensive shirts for juniors, at £35 each.
  • Manchester City sell the most expensive junior shorts, at £20 a pair.
  • Chelsea and Aston Villa charge £10 for socks.
  • Three clubs – Liverpool, Stoke and Tottenham Hotspur – have so far put details online for the cost of all three kits for the 2011/12 season (home kit, away kit and change kit). On average, all three kits would cost an 8 year old an extraordinary £173.72, or £237.56 with name, numbers and logos.
"Parents love seeing their kids enjoying football, and child supporters are often amongst the clubs' most loyal fans. But the cost of showing support is a real concern; it's really hard to be the parent who says 'no' to the requests for the latest kits but these days you need a small fortune to buy a complete replica." - Justine Roberts

A comparable non-branded outfit from Marks and Spencer (members of the Ethical Trading Initiative) would cost £27, while campaign group 'Labour Behind the Label' estimate the production (manufacturing and transport) cost for these kits as around £9 meaning that clubs are marking up kits by over 500%. 

 

What are we doing?

We are writing to Premiership club chairs asking them to produce a kit that is priced fairly for their junior fans, as most clubs do for toddlers.

To: Chairman of Premiership club
CC: Marketing Manager and Communications Officer

As football fans start to prepare for the 2011/2012 season, and Premier League clubs market the new season's replica kits, parents across England and Wales are struggling with the unreasonably high prices charged for junior replica kits.
In a survey of 1000 parents, 78% told us that football merchandise rips off families and 97% said they were poor value for money.

According to Mumsnet's research, the average cost of an outfield junior replica kit (short-sleeved shirt, shorts and socks, with no player's name or other personalisation) for 2011/12 is £57.54. When Swansea City and Wolves are excluded, the average comes up to £59.55. With a name, number and Premier league badges the price rises to £79.68.

A comparable non-branded outfit from Marks and Spencer (members of the Ethical Trading Initiative) would cost £27, and data from Labour Behind the Label suggests that the average production cost of a junior kit is £9, meaning that clubs are marking up kits by over 500%, and racking up extraordinary levels of profit.

As families across the UK make domestic cutbacks to cope with the economic climate, we believe that the Premier League should work with parents to ensure that replica kits are affordable. Young fans represent the future of football in England and Wales, and Premier League clubs shouldn't seek to balance their budgets on the backs of enthusiastic children and cash-strapped parents.

We look forward to hearing your response.

Yours faithfully,

Justine Roberts
Co-Founder and CEO of Mumsnet

 

Family Friendly

Our call to Premiership clubs to cut kits prices for kids is part of our Family Friendly campaign, a year-long programme to help make Britain more family friendly. We've been working with businesses and employers to ensure families get the support and help they need to make life easier for parents and make sure Britain is one of the best places to raise a family.

Table of kit prices

CLUB HOME       AWAY       THIRD       TOTAL x3 PATCHES    
  Shirt Shorts Socks Total Shirt Shorts Socks Total Shirt Shorts Socks Total   Name & no Arm patch No on shorts
Arsenal £35 £16 £8 £59 - - - - - - - -   13 6 3
Aston Villa - - - - £35 £18 £10 £63 - - - -   11.95 - 2.50
Blackburn - - - - - - - - - - - -   - - -
Bolton Wanderers £29.99 - - - - - - - - - - -   - - -
Chelsea £35 £15 £10 £60 £35 £15 £10 £60 - - - -   10 5 5
Everton £32 £18 £8 £58 - - - - - - - -   12 5 -
Fulham - - - - £29.99 £17.99 £9.99 £57.97 - - - -   - - -
Liverpool £35 £17 £8 £60 £35 £17 £8 £60 £35 £17 £8 £60 £180 14 6 -
Manchester City - - - - £35` £20 £8 £63 £22 £15 n/a [£8] £45   12 5 -
Manchester United £34.99 £16.99 £9.99 £61.97 - - - - - - - -   10 5 3
Newcastle United £35 £18 £8 £61 - - - - £35 £18 £8 £61   10 5 -
Norwich City £35 £15 £8 £58 - - - - - - - -   13.50 - -
QPR - - - - - - - - - - - -   - - -
Stoke City £32 £17 £8 £57 £32 £17 £8 £57 £24.99 £13.59 £5.59 £44.17 £158.17 10 - -
Sunderland £29.99 £16.99 £8.99 £55.97 £29.99 £16.99 £8.99 £55.97 - - - -   15 - -
Swansea City £30 £15 £6 £51 - - - - - - - -   - - -
Tottenham Hotspur £35 £18 £8 £61 £35 £18 £8 £61 £35 £18 £8 £61 £183 - - -
West Bromwich Albion - - - - - - - - - - - -   - - -
Wigan Athletic - - - - - - - - - - - -   - - -
Wolves £30 £15 £7 £52 £30 £15 £7 £52 - - - -   13 7 -

Last updated: 03-Nov-2011 at 12:11 PM