Key facts
- Nike replica adult World Cup shirts cost up to €110 (£95), the highest among major brands.
- Children's replica shirts from Nike are priced at €85, also the highest.
- The average price for an adult replica shirt has increased by 53% since 2010.
- Between 18 million and 23 million replica shirts are expected to be sold for the tournament.
- Nike and Adidas cited rising costs and product innovation as reasons for price hikes.
Fans looking to purchase replica shirts for the upcoming World Cup face the highest prices from Nike, with adult jerseys costing up to €110 (£95). This marks a significant overall increase in the cost of football merchandise.
For adult replica shirts, Nike, Adidas, and Puma charge between €100 and €110, according to market research. Nike remains the priciest for children's tops at €85, compared to Puma at €80 and Adidas at €75. These figures represent average prices calculated from the brands' European websites and football associations.
In the UK, an adult England replica shirt costs £90, £15 more than Scotland's Adidas strip. The equivalent match versions worn by players are priced at £135 for England and £120 for Scotland. Children's England shirts are £65, £10 more than a child's Scotland shirt.
Replica kits represent a substantial market, with estimates suggesting between 18 million and 23 million shirts will be sold for this competition, with Adidas, Nike, and Puma expected to capture nearly 80% of these sales. This volume surpasses the 14.4 million shirts sold for the 2022 Qatar tournament.
Dr. Peter Rohlmann, a football merchandise analyst, noted a "striking" and steady increase in jersey prices over the last five World Cups. The average price for an adult stadium shirt has risen 53% since 2010, from €65 to €100. Rohlmann stated that shirt prices have outpaced the general cost of living, suggesting fans' loyalty is being exploited.
Nike acknowledged that kit price increases matter to fans and stated they regularly review product costs to balance performance with rising material, manufacturing, and logistics expenses. Adidas highlighted that its pricing reflects the technology, development, and materials used, offering various price points and striving to minimize the impact of rising industry costs.
The high prices of official shirts contribute to a significant market for counterfeit goods. KitLegit, an app that uses AI to verify shirt authenticity, estimates that 30%-40% of circulating shirts are fake. Co-founder Ben Houston noted that the cost of living crisis drives demand for fakes, with some consumers knowingly buying counterfeits while others are deceived by clone websites or secondhand platforms.