Football supporters are facing inflation-busting costs as tournament replica jerseys hit record highs, with Nike charging £95 (€110) for adult shirts worn by England, France, and Brazil fans.
Market research by football merchandise analyst Dr Peter Rohlmann reveals a striking overall increase in prices across major sports brands ahead of the competition in the US.
>>> Simulation Names Argentina Favorites Ahead of 2026 World Cup
Price Breakdown Across Brands
Official match versions worn by players retail for up to €160, while Adidas and Puma charge €100 for adult replica shirts.
For children's kits, Nike remains the priciest at €85, followed by Puma at €80 and Adidas at €75.
In the UK, an adult England stadium shirt costs £90, compared to £75 for Scotland's Adidas strip.
An adult England match shirt costs £135, while Scotland's equivalent is £120, and a child's England shirt costs £65.
Despite high costs, replica kits remain big business.
Rohlmann estimates fans will buy between 18 million and 23 million shirts for this competition, with Adidas, Nike, and Puma expected to bank close to 80% of total tournament sales.
Even at the lower end of the estimate, sales will eclipse the 14.4 million shirts sold for the Qatar tournament in 2022.
Data shows the average price for an adult stadium shirt across all teams has surged 53% since South Africa hosted in 2010.
In 2010, a stadium shirt cost €65, whereas the average price stood at €90 for Qatar in 2022, before reaching €100 today.
