Mike Ashley has the new Newcastle United home shirt up for sale in his shops.

The kit available to pre-order from both the Newcastle United official online shop and the Sports Direct online shop.

With no transparency at all from Newcastle United and Sports Direct as to how the relationship works between the two supposedly separate organisations, none of us know just how much, if anything, NUFC make from selling replica shirts and associated merchandise.

Interesting to see just how much Mike Ashley is charging us for the new strip.

Surely a big advantage in this area, that our club is owned by the billionaire who is the most powerful figure in the sports retail industry when it comes to selling replica shirts?

Well, maybe best to take a seat first…

‘Roll up roll up for bargain of the century, Mike Ashley puts new Newcastle United home shirt on sale (images here from Sports Direct online shop):

mike ashley

At both Newcastle United’s online shop and at Sports Direct, the new adult home shirt is £65, that is without any name/number or anything extra. If you want to add shorts and socks, that will add £32 and £15 respectively, making it a total of £112 for the full kit (or £111.97 if you want it exactly).

A junior (kid’s) home shirt is £50 at both SD and NUFC, which is outrageous (no VAT charged on kids’ clothes). Plus, as the vast majority of parents find out, once kids are in their teens there aren’t many who won’t need an adult shirt anyway.

As a comparison, this is what Premier League clubs were charging last season for their new home shirts.

£60 Tottenham, Man City, Chelsea, Man Utd

£55 Newcastle United, Arsenal

£50 West Brom, Southampton, Watford, Everton, Leicester, Liverpool

£49.50 West Ham (10% discount on £55 shirts if pre-ordered from the club)

£48 Brighton

£45 Swansea, Crystal Palace, Bournemouth, Huddersfield, Stoke

£40 Burnley

So last season at least this was one area where Mike Ashley had us battling for a Champions League position…

Now of course we are going for the top prize maybe, title of the most expensive replica shirts in the Premier League.

It gets better (well worse really, but you know what I mean).

At Sports Direct (Mike Ashley), this is what they are charging for the new home shirts for the Premier League clubs:

£65 Newcastle United

£55 Arsenal, Chelsea, Man City, Man Utd (new third strip), West Ham

£50 Southampton, Liverpool

As for other clubs, at Sports Direct you have:

£60 Juventus, Real Madrid

£55 Barcelona, PSG, AC Milan

£50 Celtic

The likes of Arsenal and AC Milan are both Puma shirts as well, so why is Mike Ashley charging £10 less for these?

Whilst you can’t imagine the likes of Real Madrid, Barcelona and the rest don’t drive hard bargains in terms of what they get for each extra shirt sold.

You have to hand it to Mike Ashley, he’s never at the back of the queue when it comes to taking money off Newcastle fans.

Ashley as well last month put season tickets up in every stand at St James Park, some paying 20% more than last season. This at a time when almost every other PL club has frozen their season ticket prices once again.

  • MadMag83

    He hates Toon fans. I really like the new away kit, but I’d rather not put any money into Ashley’s pockets. Is it possible to buy these direct from Puma?

    • MichaelMaximusMoose

      as above, 3 to 4 weeks delivery

      • Илья Иванов

        Do they sell authentic ones? Looks like a chinese fake stuff.

        • TheNutJob

          he didn`t buy one i did & they are good quality even the badges have all the details, he`s my bro

        • LA toon

          Most chinese manufacturers, who manufacture for companies such as Puma, New era etc run off a few thousand extra to make some extra cash. I used to buy New Era baseball caps from China for $5 a pop, for the tattoo store I owned in LA and get the caps embroidered. Usual retail price is $22+

  • mactoon

    That’s astonishing!

  • Peaky

    The thieving fat piece of 💩 once again shows nothing but total and utter contempt to all genuine Newcastle United fans….it’s all a game to him….he must just sit pis*ing himself laughing at us every single night…

    • MichaelMaximusMoose

      iOffer UK, you`ll get 1 for £15

    • MichaelMaximusMoose

      Bad news last night, we hardly went out with a Bang, did we

      • Peaky

        Aye,3 or 4 didn’t show up last night….dreadful second half…..Trippier player of the tournament for me….can’t see Croatia beating Wor Lass’s lot 🇫🇷🇫🇷🇫🇷🤣

        • MichaelMaximusMoose

          wor lass will have the Tricolour flying on the top of the French Mansion & singing the La Marseillaise like
          Luciano Pavarotti

        • MichaelMaximusMoose

          Jezza`s back & Leazes must be having Lunch with the Vicar
          More tea vicar ?

          • Peaky

            Is Leazes not the official representative of the North East about to welcome Trump in to the UK ??? Ive heard Trump is dying to know why Shearer drops his ‘aitches’…😂😂

          • Geordiegiants


  • MichaelMaximusMoose

    Wait a week or so and the Chinese websites will be flogging them for £15 a pop

  • SuperDesHamilton

    How will Monkseaton & Bobbi spin this

    • Wezza

      Probably will say it all goes into the transfer kitty for the ‘every penny’ lie. They’re just WUM’s and pathetic ones at that. Monkseaton and Fleckman are the same person though.

      • TheNutJob

        he will

      • SuperDesHamilton

        Most of the time they are but it’s hard to tell which Lee brother is who

    • TheNutJob

      Monks already ordered 30

  • Wezza

    I’ve mentioned this word before and it sums up what MA is doing… SPITE.

  • Leazes.

    Ever wondered why the chairman has remained hidden and the owner is never seen?

    • TheNutJob


      • Leazes.

        No……and its not because they self conscious about their looks…. you can have two more guesses.

        • TheNutJob

          they hate lying to the fans

        • Wezza

          They hide because they are guilty of lies and corruption. Simple.

  • TheNutJob

    the Donald has landed, bet it`ll be more exciting reading what chaos he causes than reading the ronnie gill

  • Paul Patterson

    Charge £1065 or 65p, I won’t be buying them . .

    • I Think Therefore I Am Will

      I just wish 52K would take a similar stance.

  • Coble’s Return

    Surely you would cut down on the pre-match pies if you found yourself ordering the 6XL – isn’t that the one they used with Shearer #9 on to cover the Angel of the North?

    The price on the bairns’ kit is sickening. Is it not bad enough that Ashley is trashing the present, without him also alienating the future of the club.

  • I Think Therefore I Am Will

    Sadly, I’m not the least surprised, anything for that little extra bit profit. Long live capitalism, MA Botfly Esq. a prime example of how smoothly it should work, monk and bobbi will be licking their lips with all the extra commissions 😍

    MA the spiteful piece of bowl discharge 💩

  • 1957

    Simply the tip of the iceberg for me, I still remember the Freddie and Dougie double act letting slip how easily we were ripped off as supporters and I stopped buying then.

    Ashley is just another singer covering the same old tired song.

  • Dave Pattinson

    Don’t think this is big news! I’ve heard that our loving owner is giving Rafa the extra tenner from each shirt sold to put in the Halifax and build up into a transfer fund. Good thinking or what?Just shows that Ashley really does love & wants us to be happy.

  • panther

    rather burn the money in front of his face

    • Leazes.

      I’d rather burn his face in front of the money.

  • Tony English

    Shocking but not surprising.

    Presumably he can price fix the Newcastle strips so other retailers can’t undercut him, so they are always going to be top dollar everywhere – merchandise from other clubs he has to knock prices down as he has to compete with other shops.

    Whenever my boy likes a strip, I tell him he can have it next year when it costs £20.

  • Mxpx

    Simple buy a bootleg

  • Dont stop bobbi fleckman

    Interesting, man yoo website have theirs at £77.90, Liverpool £70 Everton £60 plus the Nufc is pre order. Let’s see in 5 weeks the prices

  • Allister Rolt

    To top it off my local shop in Colchester doesn’t always sell them but always has 5 or 6 other teams that are not local either surely if you own 2 companies you would make most of it and get both making money for the other. He clearly gets nufc to make SD money.

  • paul mclaughlan

    Won’t stop all the daft trees buying one.

  • Andy Mac

    Still unable to find out how much Puma pay NUFC for wearing their kit ? Arsenal receive around £30m (per season) for a five year deal yet I cant find any record of the amount we get probably because Shlte Direct have a “special relationship” with Puma ?

    • FatParosite

      More creative accountancy…. As with any Commercial Revenue we seem unable to accrue the great black hole that is MASH holdings vacuums any spare money.

  • Dave Corkin

    I don’t really understand. If we put more money in… pay more for tickets, shirts, tatt! Does that mean we are a bigger business and worth more? So he will speculate more in the transfer market? It feels like you all want a bargain? Sounds like the fella your critical of?

  • Richard Williams

    The kit was £65 last season and it’s priced so on several websites. Sports direct, nufc direct, puma, other 3rd party resellers all had it priced at £65 before the sales towards the end of the season.

    Not sure the point in writing an article if the information is going to be incorrect.

  • Rich Lawson

    Sickening,just don’t buy it,the old shirts,which I’m sure a lot of you have may be a bit tight now but are better quality/design. How much do they cost to make and where do they come from ? If I go to a gig now and me or the boy want a t shirt or hoodie I don’t buy from the official souvie stand because I know when we come out I can get the same thing from a bloke on the pavement for £10/20 quid who is still making a huge profit.

  • Mr_anderson

    But it comes with free printing which the other shirts don’t do they? That probably covers the cost difference…?