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Revealed Mike Ashley charging Newcastle fans more for new home shirt than fans of any other club at Sports Direct

4 years ago

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):

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.


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