This article is a part of “A Tale Of Two Shirts”, Casino Kings’ ongoing investigation into football’s booming black market for official football kits.
Price Hikes Hit Fans Again in 2025/26
As the new Premier League season kicks off, so too does the latest round of shirt price increases. For the 2025/26 campaign, 13 out of 20 Premier League clubs have raised prices on either adult or junior replica kits compared to last season.
Leading the pack is Everton, who hiked both adult and junior shirt prices by a combined £15 — the biggest single-year jump in the league.
Premier League Adult Home Kit Price Changes 2025/26
12 clubs raised their adult shirt prices this season, including: Arsenal, Manchester United, Manchester City, Aston Villa, Fulham and more.
7 clubs now charge £85 for their adult shirt — the Premier League’s highest base price: Arsenal, Man United, Man City, Liverpool, Aston Villa, Newcastle, Fulham, are joining Tottenham and Chelsea, who were already there.
| Team | Brand | Club Price Adult 25/26 | Club Price Adult 24/25 | YoY Difference |
|---|---|---|---|---|
| Tottenham Hotspur | Nike | £85 | £85 | £0 |
| Chelsea | Nike | £85 | £85 | £0 |
| Aston Villa | Adidas | £85 | £84 | £1 |
| Fulham | Adidas | £85 | £80 | £5 |
| Liverpool | Adidas | £85 | £80 | £5 |
| Manchester City | Puma | £85 | £80 | £5 |
| Manchester United | Adidas | £85 | £80 | £5 |
| Arsenal | Adidas | £85 | £80 | £5 |
| Newcastle United | Adidas | £85 | £80 | £5 |
| Everton | Castore | £80 | £75 | £5 |
| West Ham United | Umbro | £75 | £75 | £0 |
| Nottingham Forest | Adidas | £75 | £75 | £0 |
| Leeds United | Adidas | £70 | £65 | £5 |
| Brighton & Hove Albion | Nike | £70 | £65 | £5 |
| Bournemouth | Umbro | £65 | £65 | £0 |
| Crystal Palace | Macron | £65 | £60 | £5 |
| Brentford | Umbro | £65 | £60 | £5 |
| Sunderland | Hummel | £60 | £60 | £0 |
| Burnley | Castore | £60 | £60 | £0 |
| Wolverhampton Wanderers | Sudu | £60 | £58 | £2 |
| Averages | – | £75.50 | £72.60 | £2.90 |
Adult Shirt Price Bands 2025/26
| Price Band | Clubs | No. of Clubs |
|---|---|---|
| £85 | Chelsea, Tottenham, Arsenal, Man City, Man United, Liverpool, Aston Villa, Newcastle, Fulham | 9 |
| £80 | Everton | 1 |
| £75 | West Ham, Nottingham Forest | 2 |
| £70 | Leeds, Brighton | 2 |
| £65 | Bournemouth, Crystal Palace, Brentford | 3 |
| £60 | Sunderland, Burnley, Wolves | 3 |
Premier League Kid Home Kit Price Changes 2025/26
Kids Kits Get Costlier
7 clubs increased junior shirt prices: Arsenal, Aston Villa, Crystal Palace, Everton, Leeds United, Manchester United and Tottenham.
Everton’s junior shirt price rose £10 to £65, joining Tottenham and Chelsea as the most expensive children’s tops in the league.
Average Junior Shirt Price
2024/25: £54.35
2025/26: £56.25
Year-on-year increase: £1.90
Full Junior Kit Cost (Shirt + Shorts + Socks)
Average price across the league: £101.10
Most expensive: Chelsea & Tottenham – £116, Everton – £115
| Team | Brand | Club Price Junior 25/26 | Club Price Junior 24/25 | YoY Change | Full Jnr Kit Price |
|---|---|---|---|---|---|
| Tottenham Hotspur | Nike | £65 | £62 | £3 | £116 |
| Chelsea | Nike | £65 | £65 | £0 | £116 |
| Everton | Castore | £65 | £55 | £10 | £115 |
| Aston Villa | Adidas | £60 | £55 | £5 | £110 |
| Fulham | Adidas | £60 | £60 | £0 | £110 |
| Liverpool | Adidas | £60 | £60 | £0 | £110 |
| Manchester City | Puma | £60 | £60 | £0 | £110 |
| Manchester United | Adidas | £60 | £55 | £5 | £110 |
| Arsenal | Adidas | £60 | £55 | £5 | £106 |
| West Ham United | Umbro | £60 | £60 | £0 | £105 |
| Newcastle United | Adidas | £55 | £55 | £0 | £105 |
| Leeds United | Adidas | £55 | £50 | £5 | £101 |
| Brighton & Hove Albion | Nike | £55 | £55 | £0 | £100 |
| Bournemouth | Umbro | £55 | £55 | £0 | £90 |
| Nottingham Forest | Adidas | £50 | £50 | £0 | £93 |
| Sunderland | Hummel | £50 | £50 | £0 | £90 |
| Burnley | Castore | £50 | £50 | £0 | £87 |
| Crystal Palace | Macron | £50 | £45 | £5 | £85 |
| Wolverhampton Wanderers | Sudu | £45 | £45 | £0 | £84 |
| Brentford | Umbro | £45 | £45 | £0 | £79 |
| Averages | – | £56.25 | £54.35 | £1.90 | £101.10 |
Long-Term Price Inflation
Looking back to the inaugural 1992/93 Premier League season:
- Adult shirt in 1992: £29.99 → Inflation-adjusted 2025 value: £65.98
- Junior shirt in 1992: £23.99 → Inflation-adjusted 2025 value: £53.51
Real-Term Price Increase (2025 vs Inflation-Adjusted 1992)
- Adult shirt: +28.83%
- Junior shirt: +15.25%
AHKP – Annualised Home Kit Price 2025
Casino Kings introduces a new metric: Annualised Home Kit Price (AHKP) . It reflects the real-terms cost top-6 fans pay each year to own their team’s latest home shirt, considering both inflation, modern pricing trends and now annual updates.
| Year | Adult AHKP | Junior AHKP |
| 1995 | £43.44 | £32.25 |
| 2025 | £85.00 | £61.67 |
- Adult AHKP ↑ 95.7%
- Junior AHKP ↑ 91.2%
This sharp rise highlights just how steep the modern fan’s financial commitment has become.
Manufacturer Trends
| Brand | Clubs | Avg Adult Price | Avg Junior Shirt | Avg Full Junior Kit |
|---|---|---|---|---|
| Adidas | Aston Villa, Fulham, Liverpool, Man Utd, Arsenal, Newcastle, Leeds, N. Forest | £81.88 | £57.50 | £104.50 |
| Nike | Tottenham, Chelsea, Brighton | £80.00 | £61.67 | £110.67 |
| Puma | Man City | £85.00 | £60.00 | £110.00 |
| Castore | Everton, Burnley | £70.00 | £57.50 | £101.00 |
| Umbro | West Ham, Bournemouth, Brentford | £68.33 | £53.33 | £91.33 |
| Macron | Crystal Palace | £65.00 | £50.00 | £85.00 |
| Hummel | Sunderland | £60.00 | £50.00 | £90.00 |
| Sudu | Wolves | £60.00 | £45.00 | £84.00 |
- Adidas clubs (8 teams) saw widespread and consistent price increases — leading in overall cost and number of price hikes.
- Castore was the most aggressive brand on pricing per club, led by Everton.
- Nike clubs have remained largely stable, though Tottenham increased junior prices by £3, while Chelsea remained flat, but both already sat at the top tier for pricing.
- Sudu, Macron, Hummel and Umbro clubs remain among the most affordable, especially for junior kits.
| Brand | Teams | Avg Adult Shirt Increase | Avg Junior Shirt Increase | Avg Total Increase (Adult + Junior) |
|---|---|---|---|---|
| Adidas | 8 | £4.50 | £3.13 | £7.00 |
| Nike | 3 | £0.00 | £1.00 | £1.00 |
| Castore | 2 | £2.50 | £5.00 | £7.50 |
| Puma | 1 | £5.00 | £0.00 | £5.00 |
| Umbro | 3 | £1.67 | £0.00 | £1.67 |
| Macron | 1 | £5.00 | £5.00 | £10.00 |
| Hummel | 1 | £0.00 | £0.00 | £0.00 |
| Sudu | 1 | £2.00 | £0.00 | £2.00 |
The Counterfeit Market – A Growing Threat?
Casino Kings compared every club’s official shirt and full junior kit to their counterfeit equivalents on a popular Chinese wholesaler platform, where most kits listings include the full kits of shirt, shorts, and socks.
Adult Shirt Comparison
| Team | Brand | Club Price Adult 25/26 | Counterfeit Adult Price* | Discount | Discount % |
|---|---|---|---|---|---|
| Arsenal | Adidas | £85 | £11.47 | £74 | 87% |
| Aston Villa* | Adidas | £85 | £11.20 | £74 | 87% |
| Bournemouth | Umbro | £65 | £12.06 | £53 | 81% |
| Brentford | Umbro | £65 | £13.58 | £51 | 79% |
| Brighton & Hove Albion | Nike | £70 | £11.39 | £59 | 84% |
| Burnley | Castore | £60 | £15.64 | £44 | 74% |
| Chelsea | Nike | £85 | £14.15 | £71 | 83% |
| Crystal Palace | Macron | £65 | £11.47 | £54 | 82% |
| Everton | Castore | £80 | £11.75 | £68 | 85% |
| Fulham | Adidas | £85 | £13.24 | £72 | 84% |
| Leeds United * | Adidas | £70 | £11.12 | £59 | 84% |
| Liverpool | Adidas | £85 | £11.66 | £73 | 86% |
| Manchester City | Puma | £85 | £12.95 | £72 | 85% |
| Manchester United | Adidas | £85 | £12.96 | £72 | 85% |
| Newcastle United | Adidas | £85 | £12.95 | £72 | 85% |
| Nottingham Forest | Adidas | £75 | £12.77 | £62 | 83% |
| Sunderland | Hummel | £60 | £12.95 | £47 | 78% |
| Tottenham Hotspur | Nike | £85 | £14.45 | £71 | 83% |
| West Ham United | Umbro | £75 | £13.04 | £62 | 83% |
| Wolverhampton Wanderers | Sudu | £60 | £11.30 | £49 | 81% |
| Savings & Averages | – | £76 | £12.61 | £63 | 82.99% |
- Official Average Price: £76
- Counterfeit Equivalent: £12.61
- Average Saving: £63
- Average Discount: ~83%
Junior Full Kit Comparison
| Team | Brand | Full Club Jr Kit Price | Counterfeit Price | Discount | Discount % |
|---|---|---|---|---|---|
| Arsenal | Adidas | £106 | £10.98 | £95 | 89.6% |
| Aston Villa* | Adidas | £110 | £11.20 | £99 | 89.8% |
| Bournemouth | Umbro | £90 | £13.30 | £77 | 85.2% |
| Brentford | Umbro | £79 | £13.58 | £65 | 82.8% |
| Brighton & Hove Albion | Nike | £100 | £11.39 | £89 | 88.6% |
| Burnley | Castore | £87 | £15.64 | £71 | 82.0% |
| Chelsea | Nike | £116 | £14.15 | £102 | 87.8% |
| Crystal Palace | Macron | £85 | £12.90 | £72 | 84.8% |
| Everton | Castore | £115 | £11.75 | £103 | 89.8% |
| Fulham | Adidas | £110 | £13.24 | £97 | 88.0% |
| Leeds United * | Adidas | £101 | £11.12 | £90 | 89.0% |
| Liverpool | Adidas | £110 | £11.66 | £98 | 89.4% |
| Manchester City | Puma | £110 | £12.95 | £97 | 88.2% |
| Manchester United | Adidas | £110 | £12.96 | £97 | 88.2% |
| Newcastle United | Adidas | £105 | £12.95 | £92 | 87.7% |
| Nottingham Forest | Adidas | £93 | £19.06 | £74 | 79.5% |
| Sunderland | Hummel | £90 | £12.95 | £77 | 85.6% |
| Tottenham Hotspur | Nike | £116 | £14.45 | £102 | 87.5% |
| West Ham United | Umbro | £105 | £13.04 | £92 | 87.6% |
| Wolverhampton Wanderers | Sudu | £84 | £11.30 | £73 | 86.5% |
| Savings & Averages | – | £101 | £13.03 | £88 | 86.9% |
- Official Average Price: £101.10
- Counterfeit Kit (shirt + shorts + socks): ~£13.03
- Average Saving: £88.07
- Average Discount: ~86.89%
For fans — especially families — this kind of price gap is impossible to ignore. With full kids’ kits costing on average £88 less through counterfeit channels, the temptation is clear.
Final Thoughts
From rising price tags to massive savings via the black market, the financial pressure on fans, and particularly parents, continues to mount. As football clubs chase revenue, supporters face increasingly difficult choices between loyalty and affordability.
Read more about our investigation into the boom in the Football shirt black market in the full series.