Replica kit off as fans cut spending
- One in four football fans won’t buy replica shirts next season, says Virgin Money research
- Virgin Money’s Football Fans’ Inflation Index running at annual five per cent
Football fans are set to cut back on buying new replica shirts as the recession threatens to hit spending on merchandise across the board, according to Virgin Money’s authoritative Football Fans’ Inflation Index.
Research for the index shows one in four fans plans to sacrifice spending on replica shirts next season as supporters bid to reduce the cost of following their team.
Virgin Money’s Football Fans’ Inflation Index, which has tracked the cost of being a fan since January 2006, helps explain why - costs for fans have risen five per cent year-on-year when compared to April 2008, despite falling inflation in the wider economy.
New England replica shirts – personally tailored for the players – launched last month cost £50 a time, which is 25 per cent more expensive than the previous kit. Virgin’s Inflation Index shows average costs for kids and adult shirts across all leagues are currently £27.50.
The survey of more than 4,000 fans from 125 clubs including all Premiership and Football League clubs shows merchandising sales across the board are likely to suffer.
Just 34 per cent of fans say they do not intend to cut back on merchandise spending with other major targets for cutbacks including programmes with 19 per cent of fans saying they won’t buy them next season.
Clubs facing the biggest potential drops in replica shirt sales include Chelsea where 35 per cent of supporters intend to cut back plus West Ham, Blackburn and Newcastle where 33 per cent say they will cut back. Manchester City fans are the most likely to keep spending – only 17 per cent say they won’t buy.
Grant Bather of Virgin Money said: “Football continues to dodge the worst of the recession with transfer deals and players’ wages continuing to soar – but it is not as easy for the fans.
“Buying a new replica shirt every time the club brings out a new design or changes sponsor is a habit that’s easy to break when your finances are being squeezed.
“The days when clubs just had to stick a badge on an item of merchandise and then sit back and wait for the tills to ring in the club shop are on their way out.”
Malcolm Clarke, Chairman of the Football Supporters Federation, commented: “It will not be surprising if sales of replica shirts suffer as a result of the recession. The bottom line for fans is that you need a ticket to get into the game but you don't need a replica shirt, and when money's tight, it's the non-essentials which will go. We must expect to see older shirts being kept in service for longer. Clubs would be unwise to budget for anything other than a drop in sales.”
| Merchandise | Percentage planning to cut back |
|---|---|
| Replica shirt | 25% |
| Programmes | 19% |
| Training jackets/trousers | 12% |
| Household goods – towels, mugs, duvets ets | 12% |
| T-shirts | 11% |
| Scarf | 10% |
| Kids’ replica kits | 9% |
| Hat/cap | 9% |
| Won't cut back | 34% |
Virgin Money’s Football Fans’ Price Index is aimed at helping supporters keep track of the rises and falls in the costs of supporting their team. The company identified the match day essentials fans buy and keeps tabs on increases and decreases on everything from match tickets and petrol to bacon sandwiches, alcohol and train tickets.
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For further information:
Grant Bather, Public Relations Manager, Virgin Money
0207 111 1012
Kevan Reilly/Billy Partridge, Citigate Dewe Rogerson
0207 638 9571
Football Supporters' Federation
Malcolm Clarke 07939 594379
Steven Powell 07881 950613
About Virgin Money
Virgin Money is Virgin’s financial services arm and was established in 1995.
Virgin Money has over two million customers and offers a wide range of financial products across lending (e.g. credit cards and personal loans), savings (e.g. deposits, investments and pensions) and protection (e.g. life insurance, home insurance and car insurance) to the UK market.
Virgin Money Personal Financial Service Ltd is authorised and regulated by the Financial Services Authority (FSA). Registered Office: Discovery House, Whiting Road, Norwich NR4 6EJ. Registered in England no. 3072766. Entered on the Financial Services Register (www.fsa.gov.uk/register), Register Number: 179271
About The Football Fans' Census:
The Football Fans Census is Europe’s leading football research expert. With over 100,000 members The FFC provides a communication channel between the supporter and the football industry.
About the Football Supporters' Federation
The FSF represents over 142,000 members supporting clubs and national teams at all levels throughout England & Wales.
