When the 2018-19 Chelsea kits were released, the new designs by Nike were met with a generally positive response from fans, mainly due to elements that were inspired by popular designs from the 1980s and 1990s.
However, a somewhat hefty price-tag of £64.95 for a plain replica shirt from the official Nike online store is giving some fans reason for pause before deciding whether to buy this seasons offering. Indeed, shirt prices continue to be a bone of contention amongst fans throughout the Premier League.
Often regarded as a sign of loyalty towards their club, buying the latest official shirt has often been a traditional ‘must-have’ purchase for many fans. However, a revealing study by Betting.net suggests that Chelsea supporters are being dissuaded from buying new shirts this season, mainly due to what they consider to be excessive prices.
According to the portion of Chelsea fans polled in the survey, 40% suggested that £21.00 to £30.00 is the maximum they would be willing to spend on a replica shirt, which indicates they would rather wait for sales and discounts, before making their purchase for less than half the official launch price.
Value for money appears to be a key consideration for many Chelsea fans, and although only 25% suggested that price was the main factor towards each season’s shirt purchase, 40% said they won’t purchase the club’s replica shirt this season.
Of course, having made a positive start to the 2018-19 Premier League season could yet sway the decisions of Chelsea fans, regardless of price. Likewise, while fans of many clubs have to pay extra for player names and numbers on the back of their shirts, Blues fans get those for free when ordering via the online store.
Nevertheless, loyalty to a team and proudly showing your colours has its price, and it’s a price that increasingly more fans are unwilling to pay, it seems.
