Liverpool insist Nike are responsible for the sharp rise in the cost of the new home shirt.
The kit for the 2024-25 season was launched on Thursday with the price of a standard adult jersey going up 6.7 per cent, from £74.99 to £80 ($93.80 to $100).
The price of a standard youth jersey, which has been frozen for the past two years, has gone up 9.2 per cent, from £54.95 to £60 at club outlets.
Liverpool are adamant that is down to Nike, who set a non-negotiable manufacturer’s suggested retail price (MSRP), increasing their cost prices by an average of 8.5 per cent across all their clubs.
Senior Anfield figures say Liverpool have absorbed some of the increase themselves and point to the fact that on average they are selling shirts 5.5 per cent below the prices set by Nike. The American sportswear giant priced the standard adult jersey at £84.99 (up 13.4 per cent) and the standard youth jersey at £64.99 (up 18.3 per cent).
Liverpool are charging £125 for the adult match jersey (as worn by the players), which represents a 8.7 per cent rise on this season’s price of £114.95. Nike’s MSRP is £124.99.
The youth match jersey, which was £99.95, is now £100 when Nike’s MSRP of £124.99 would have meant a 20 per cent hike.
The infant kit set, which was £44.95, has gone up 15.7 per cent to £52. With Nike’s MSRP of £54.99 it would have meant a 22.3 per cent rise.
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Senior Anfield figures 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 Supporters’ Board was informed by the club last week and expressed concern, especially over the cost of children’s shirts, but being consulted over pricing does not fall within their remit.
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(Top photo: Liverpool FC)