Liverpool insist Nike is to blame for the sharp increase in the cost of the new home shirt.
The kit for the 2024-25 season launched on Thursday with the price of a standard adult jersey rising 6.7%, from £74.99 to £80 ($93.80 to $100).
The price of a standard youth jersey, frozen for two years, increased by 9.2 per cent from £54.95 to £60 in club stores.
Liverpool are adamant that it is the fault of Nike, which has set a non-negotiable Manufacturer’s Suggested Retail Price (MSRP), thereby increasing its cost prices by 8.5% on average across all its clubs.
Anfield officials say Liverpool have absorbed part of the increase themselves and point out that on average they are selling shirts 5.5 percent below the prices set by Nike. The US sportswear giant has priced the standard adult jersey at £84.99 (up 13.4%) and the standard youth jersey at £64.99 (up 18.3%).
Liverpool charge £125 for the adult match shirt (as worn by players), which is an increase of 8.7 per cent on the price of £114.95 this season. Nike’s MSRP is £124.99.
The youth match shirt, which cost £99.95, now costs £100, while Nike’s MSRP of £124.99 would have meant a 20% increase.
The baby kit, which cost £44.95, increased by 15.7% to £52. With Nike’s MSRP of £54.99, this would have meant an increase of 22.3 percent.
Anfield officials are adamant that the nature of the kit deal with Nike means they will not generate any additional profit from this season’s price rises.
Liverpool’s supporters’ council was briefed by the club last week and raised concerns, particularly over the cost of children’s jerseys, but being consulted on prices is outside its remit.
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