A football shirt costs between €15 and €170, and the gap has little to do with the fabric — it comes down to where you buy. Across 20 clubs surveyed in late June 2026: €98 on average for an official supporter shirt, €46 for a quality replica with name and number printing included, €55 for a new-with-tags listing on Vinted or eBay. The player/Match version, slimmer and in technical fabric, runs €130-170. That is a 53% gap between the official store and the replica, for a garment made in the same production regions. Here is what you actually pay for, line by line.
Figures from our 2026 price study — CSV.
What a shirt costs by channel in 2026
| Channel | Average price | Printing included | Worth knowing |
|---|---|---|---|
| Official store — supporter version | €98 average | No (+€15-25) | Official licence, 1-3 day delivery |
| Official store — player version | €130-170 | No (+€15-25) | Slim fit, technical fabric |
| Quality replica | €46 | Yes, on some sites | Unlicensed, 2-3 week delivery |
| Marketplace, new with tags | €55 | No | No seller guarantee |
| Unidentified low-cost site | €15-30 | Varies | 4-8 weeks, unpredictable quality |
The most counter-intuitive finding in our survey: the new-with-tags second-hand market costs more than a brand new replica (€55 versus €46), with no seller guarantee and no printing. The reflex of "checking Vinted to save money" does not hold for current-season shirts.
Why an official shirt costs €100
Fabric is a minority share of the price. Most of it sits in four places:
- The licence — the right to carry the club crest and the brand logo. It is the heaviest line, and precisely the one a replica does not pay.
- The kit deal — what the brand pays the club is recovered on the shirt sold to the supporter.
- Distribution — physical stores, seasonal stock, unsold units to discount.
- Technical fabric — real on the player version (engineered mesh, bonded seams), much closer to standard polyester on the supporter version.
That is why the price gap is far wider than the felt quality gap on the supporter version. Our position is stated plainly: FootSupporter sells replicas and claims no official licence.
The costs people forget to count
- Printing — €15-25 at an official store, almost never included in the advertised price. With printing, the real gap between official and replica goes past 60%.
- Shipping — often free above a threshold, rarely on a single shirt.
- Customs duty — on a purchase from outside the EU it lands after the fact and can wipe out the saving.
- Returns — check who pays before ordering a size you are unsure about. Our sizing guide avoids most of the back-and-forth.
What to spend, depending on you
- You wear it to matches and training — a quality replica around €46: you will not be afraid to ruin it.
- You collect — official, new with tags, the only one that holds resale value in ten years.
- You are buying a gift — budget for the printing, it is what turns a shirt into a personal present.
- You are still weighing the channel — our comparison of football shirt websites breaks down all four.
See the real prices
Optional name and number printing, sizes S to XXXL, full price shown before payment.
