With Euro 2024 just around the corner, fans are encountering a surprising trend – skyrocketing prices for the latest football shirts!
The team of money-saving experts at NetVoucherCodes has taken on the task of comparing these costs across different European teams to determine which country offers the best value for money shirt.
As England and Scotland fans gear up to support their nations in an action-packed summer of football, NetVoucherCodes has matched home nations’ shirt prices against those of other major contenders competing for the title in Germany. For those eager to support their team this year without overspending, the team has also included some top money-saving tips to help cheer on your nation for less.
The Cost of Home Shirts in Each Euro 2024 Qualifying Country
The study reveals that out of all the Euro 2024 shirts, Croatia offers the cheapest option at just €69.95. This price point makes Croatia’s shirt an attractive choice for budget-conscious fans looking to support their team without breaking the bank. The affordability of Croatia’s shirt stands in stark contrast to the most expensive shirt in the study, which comes from Romania. Priced at €105.80 for the 2023 kit, Romania’s shirt is the priciest among all the countries analysed.
The team of money-saving experts discovered that England’s stadium shirt costs around £85 (€100) at retail price, which is just £21 less than a return flight to Berlin (£106) on the day the Euros begin with EasyJet.
Given the UK’s financial challenges, it’s no surprise that football shirt prices have risen, with 2024 prices reaching new highs. When the new England shirt was released, many fans took to social media platform X to criticise Nike’s pricing. This isn’t the first time English shirt prices have faced criticism; in 2014, the BBC criticised Nike for their £90 (€111.69 at the time) player shirts before the World Cup. Interestingly, this is the same price as a stadium shirt this summer.
This price is consistent for their rivals, France, the Netherlands, and Portugal, as all their kits are supplied by Nike. This suggests that Nike has set a fixed price of €100 (£85) for their Euro 2024 shirts, regardless of the team’s UEFA ranking or popularity. And if that seems expensive, Nike also offers match shirts for £125 (€146.66).
The Affordability of Euros 2024 Football Shirts
Despite the high price of the England shirt this summer, it is relatively affordable when compared to the average monthly income. On average, the England home shirt costs fans 17.57% of their weekly wage. Nike has adopted the same pricing for all their shirts, but this isn’t as favourable for Portugal fans, who will need to spend 35.29% of their weekly wage to support their team.
The data shows that the Euro 2024 shirts from Ukraine, Turkey, Albania, and Serbia are the least affordable, each costing more than half of the average weekly wage in these countries. Surprisingly, despite being ranked in the top 10 of the official FIFA world rankings and having won the previous two tournaments, Italy and Portugal’s shirts are among the least affordable.
Conversely, Germany, the tournament host, ranks among the most affordable. German fans can expect to pay just 13.19% of their weekly wage for their home shirt, likely turning stadiums into a sea of white. However, the most affordable shirt overall comes from Switzerland, costing Swiss fans just 7.78% of their weekly wage.
| Ranking | Country | Avg Weekly NET Salary (€) | Cost of Shirt (€) | Cost of Shirt as %of weekly wage |
| 1 | Switzerland | €1,286 | €100 | 7.78% |
| 2 | Denmark | €958 | €79.95 | 8.34% |
| 3 | Austria | €755 | €88 | 11.66% |
| 4 | Germany | €712 | €94 | 13.19% |
| 5 | Netherlands | €726 | €99.99 | 13.77% |
| 6 | Scotland | €578 | €88 | 15.23% |
| 7 | England | €578 | €100 | 17.31% |
| 8 | France | €569 | €99.99 | 17.57% |
| 9 | Belgium | €569 | €100 | 17.58% |
| 10 | Spain | €441 | €94 | 21.31% |
| 11 | Slovenia | €335 | €75 | 22.41% |
| 12 | Croatia | €306 | €69.99 | 22.85% |
| 13 | Italy | €402 | €94 | 23.39% |
| 14 | Poland | €394 | €99.99 | 25.35% |
| 15 | Hungary | €362 | €94 | 25.94% |
| 16 | Czechia | €331 | €88 | 26.57% |
| 17 | Romania | €370 | €105.80** | 28.59% |
| 18 | Slovakia | €252 | €75 | 29.74% |
| 19 | Portugal | €283 | €99.99 | 35.29% |
| 20 | Georgia | €197 | €82.90 | 42.08% |
| 21 | Serbia | €167 | €92.49 | 55.24% |
| 22 | Albania | €133 | €85 | 63.68% |
| 23 | Turkey | €145 | €100 | 69.06% |
| 24 | Ukraine | €103 | €94* | 91.26% |
Clothing Brand Joma Has the Cheapest Euro 2024 Kits
The average cost of a Euro 2024 home shirt is €92.00 equating to £78.29. For fans, this average serves as a benchmark when considering the purchase of their favourite team’s shirt.
Joma, a Spanish sportswear brand, has created only two shirts for Euro 2024, yet these come with the most expensive average price of €99.90. Despite their limited presence in the tournament, Joma’s pricing strategy positions their shirts at the higher end of the market. This could be due to various factors such as the quality of materials, design intricacies, or the marketing approach taken by the brand. For fans of the teams wearing Joma, this means paying a premium to don the official colours of their nation.
Hummel, a Danish sportswear company, stands out by offering the cheapest shirt among the Euro 2024 teams. Denmark’s shirt is priced at just €79.95 making it the most affordable option for fans looking to support their team without spending too much. Hummel’s competitive pricing may attract budget-conscious fans and could increase the brand’s visibility and popularity in the international football scene.
Ways to Save Money on Football Shirts
If you’re looking to pick up the latest shirts to cheer on your team this summer, Rebecca Bebbington, personal finance expert at NetVoucherCodes reveals some money-saving tips which will help you reduce the price of your shirt and help you get Euros ready for less.
- Sign up for official team newsletters
The best way to bag yourself a discount on the latest Euro 2024 shirts is by signing up for newsletters which offer 10% off first orders. We found that by signing up to Adidas, KitBag and the official national team stores newsletter you can bag yourself 10% off your online shop, with many of these online stores also offering free delivery too! KitBag, who are partners with Fanatics who supply national team stores with official merchandise, are the perfect place to save money on international shirts thanks to their newsletter offers, free delivery and 365-day returns.
- Download the ProDirect Sport App
Become a ProMember when you download the ProDirect Sport App and unlock 10% off your in-app order. This will allow you to shop the collection of international shirts available online for a discounted price, whilst also unlocking lots of other special offers and cool fitness features within the app.
- Take advantage of student discounts
Another way you can pick up savings on Euro 2024 kits is by taking advantage of the student discounts available. Kit suppliers such as Adidas have a student discount which can be applied to Italy, Germany and Spain kits if you’re a Republic of Ireland fan looking to support one of England and Scotland’s rivals! To get your student discount all you need to do is verify your student status online.
Explore the full data study on the NetVoucherCodes website.
