Preston North End fans have slammed the club's new £75 home shirt price as 'scandalous', with the Championship side's merchandise now costing as much as Premier League teams. The price hike comes as the Lilywhites endure a difficult start to the 2026-27 season, sitting 24th in the Championship with zero points from four games. A report by Lancs Live this week detailed supporter frustration over the cost of the new Castore kit, which has risen by £30 over the past decade.
Only ten clubs across the entire English football pyramid charge more for their home shirt, and all of those are in the Premier League. Fulham and Newcastle United currently have the most expensive kits at £85. Preston's junior shirt prices are also among the highest in the second tier, exceeding what some top-flight clubs charge for children's kits. The club's current league position adds to the discontent, with Preston having scored just three goals while conceding nine in their opening four matches, leaving them ten points behind early leaders Swansea City.
Why are Preston fans so angry?
Long-time supporter Declan Dawson explained his frustration. "I haven’t bought a kit brand new since the first season we had with Castore simply because the prices became silly and the designs got worse so I bought them second hand a few seasons later," he told Lancs Live. Dawson noted the steady increases, saying the initial jump from £60 to £65 under the new supplier was acceptable, but subsequent £5 rises every two seasons have made Preston's kit the joint most expensive in the Championship. He questioned how much of the revenue kit manufacturer Castore retains to justify these increases and mentioned seeing many counterfeit shirts at Deepdale in recent seasons.
Another fan, Marcus Altham, said £75 is simply too high, with many supporters now buying shirts from other sources for around £20. He also questioned the club's spending priorities, suggesting funds used for the new pitch at Deepdale could have been better spent on strengthening the playing squad. The team's current form supports concerns about squad depth, having lost all four of their opening Championship fixtures. You can view the full standings to see how Preston's start compares to the rest of the division.
How does this price compare historically?
Over that ten-year period, only a handful of clubs have seen a steeper rise in shirt prices, all of which are Premier League sides like Fulham, Newcastle United, and Tottenham Hotspur. The switch from previous supplier Nike to Castore coincided with the beginning of the sharper price increases, though fans acknowledge the newer kits are of better quality. The current financial pressure on fans is heightened by the team's on-field struggles, having failed to pick up a single point so far this campaign.
What has been the club's response?
Lancs Live approached Preston North End for comment regarding the pricing strategy and fan feedback. The club has not publicly addressed the specific criticisms about merchandise costs. The focus for manager and players will quickly shift to the next fixture, a important away match against Watford on September 8th. Watford currently sit 14th in the table, and the game represents an early opportunity for Preston to get their season moving. Fans can check the details of this and all upcoming games on the club's fixtures page.
Where does the squad go from here?
With discontent growing both on and off the pitch, the immediate priority is results. The -6 goal difference highlights defensive issues that need addressing. The visit to Vicarage Road becomes a significant test for a squad looking for any positive momentum. Supporters will be hoping for signs of improvement in personnel and performance, which can be tracked through the season's stats. The final whistle at Watford will signal whether the narrative around Deepdale begins to change.
