Every week Kevin publishes his own “Kev’s Column” On-line. This week he takes a look at the controversy around the new England kit.
As the World Cup approaches every England fan starts to dream about the sight of the men wearing three lions lifting high the golden trophy that represents the ultimate in football triumph, no matter what the odds or pundits may say.
Yet this week the debate has not been about whether the team can win out despite the climate and the strength of our likely opposition, but the thought you may need a cup of gold to pay for the latest replica shirt. Nike, the shirt’s manufacturers, have put the Match shirt (As worn by the players) on sale at £90, with a “cheaper” option of a stadium shirt at £60. If you want a shirt with a name and number on it add another £15.
The manufacturers have trotted out the usual explanations of the expense coming from “technology” in it and the quality of the material being used. It is probably safe to say the price is not being driven by what workers in Bangladesh earn making clothes. One figure quoted in the media this week is that it would take some workers there about 2 months to earn enough to buy 1 of the new England shirts.
The business which surrounds football has changed beyond all recognition since the last time an England Captain lifted the World Cup in 1966. Then a commercial opportunity was Bobby Moore endorsing a trip to the local pub or someone selling a scarf in their club’s colours.
To remain competitive English Football had to change and bring in more commercial revenue, not least following the stadium disasters of the 1980’s that pointed to a lack of investment in the infrastructure of the game, partly due to a poor and in some cases reckless approach to the safety and comfort of fans.
The flood of TV money has developed much stronger teams, delivered many new stadiums and seen the Premier League become the strongest domestic football competition in the world. Yet at the same time there has been a move away from the grass roots of the game with a gulf opening up not just between the Premier League and the other divisions, but the commercial forces in the game and the fans who support it. Many fans can feel a lifetime of support does not mean as much as a new commercial opportunity or that they are just seen as a source of cash to be milked.
I believe that fans do have the power to make a change, but it means being as hard headed financially as those looking to make money out of them. £90 is a ridiculous price for a shirt that could be out of date next year, so don’t buy it. The key for supporters is not to fall for some of the claims being made that appeal to your heart as a fan, not your head as a consumer.
Nike claims buying the new shirt is the ultimate sign of support for the team. What rubbish. The ultimate sign of support for England would be encouraging a talented kid to pursue their dream to wear the three lions by supporting them week in week out on the training ground. They do not need an overpriced kit to do that. The greatest players in football history all started on the path to glory when someone believed in them, not when the family went without to help Nike’s profits.
Nobody is “forced” to buy something as expensive as this and it is safe to say the little black presentation boxes will soon be marked “Reduced from £90 to…” if nobody does. If the fans want to change the game and prevent attempts to rip them off then it is the power of the pound in their pocket, not a protest outside FA Headquarters, that will make the difference. Those who invested in ITV Digital soon found out to their cost what happens if you just assume fans will pay what you want to charge for a football related product.
Setting the price at £90 meant the first league topped was the rip off one, let’s hope that England fans, wearing more sensibly priced clothing, can soon be cheering the team finishing the top of the results pile.