Footie Clubs Pressured Over Kids' Kit Cost
1:08pm 29th June 2011
(Updated 7:02am 30th June 2011)
Premier League football club heads are to receive a letter from parenting forum Mumsnet demanding to know why replica kits for children are so expensive.
It comes as clubs revealed their 2011-12 strips, along with the prices they intend to charge.
Mumsnet have calculated that the average cost of a replica kit for an eight-year-old now stands at £57.54, with seven top flight clubs charging £60 or more.
"When you include names, badges and logos, the average complete replica strip costs around £80," the group added.
"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."
Mumsnet points out that a non-branded kit from Marks and Spencer would cost £27, while campaign group Labour Behind The Label estimates that kit production costs just £9.
By that calculation, clubs are marking up kits by over 500%.
"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," Mumsnet co-founder Justine Roberts says in her letter to clubs.
In the past, football clubs have argued that their replica strips are a quality product, with the latest high-tech fabrics.
The Premier League says it is up to individual clubs to price their kits, and none of the clubs contacted by Sky News would offer comment on their pricing policy.