Dear reader,
Until the late 1980s, replica football strips were mostly worn by children. The shiny shirts are now a ubiquitous way for supporters to signal loyalty to their team. Fans have long complained of being ripped off. Some supporters must feel vindicated by this week’s provisional ruling from the UK competition watchdog against retailer JD Sports, rival Elite Sports and Rangers FC.
The trade in replica kits illustrates just how lucrative the loyalty of diehard fans can be for the UK’s powerful soccer businesses. A Premier League shirt costs £60 to £70, and a club typically produces three different shirts each season, the designs of which change every year.
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