Finance Expert reacts to Tottenham fan fury after new kit developments

Tottenham fans are right to be angry at the prices of the new Nike kit, but the anger shouldn’t be fully directed at Daniel Levy, according to Dan Plumley.

The Lilywhites announced their new kit for the 2024/25 season but drew criticism for the prices, with an adult kit costing £125 which has been described as “mad” and “eye-watering”.

But football finance expert Plumley believes that Nike will have a hand in setting the prices too because fans are still buying the shirts and they want to make their money back.

“It’s both. You look at the wider market and what other clubs are selling shirts for, you’ve got all sorts of variables at play,” he exclusively told Tottenham News.

“Nike would still make their money through the shirt sales. Probably the bigger clubs, and I’m sure Spurs have this, they’ll take a percentage of the number of shirts sold but it’ll be in the very low percentages, let’s say five per cent or something.

“They don’t make massive amounts off the shirts, but Nike have to make the money back they’ve put into the shirts and the deal itself, and then you’ve got the wider market of other clubs who have got Nike shirts or adidas shirts.

“They are high prices, lets be really truthful, the prices are high for fans, but that’s the market and the problem is that people are still buying them and shirt sales are still shifting in good numbers. So Spurs will just say, ‘that’s the price and people are prepared to buy it’.

“It’s really tricky but it’s not Spurs setting the price, it will be a little bit of both.”

Daniel Levy is the arch-villain at Tottenham

Everything that fans or media don’t like about Tottenham seems to be Levy’s fault, even when it isn’t.

In this instance it should be quite obvious that Spurs don’t have the total final decision when it comes to pricing for kits, considering it’s a Nike product and they’re the ones who are making the vast majority of money from it.

The prices are high and horrible for fans, but it’s not something that Levy can fully control – in the same way that other companies can’t tell Tottenham what to charge for their tickets to matches or hospitality.

It’s something that all companies should be working towards making cheaper for fans, but Levy doesn’t have power like that to be able to lead the charge himself and fans should direct their anger at Nike instead.

In other Tottenham news, a finance expert has reacted after a £100m transfer budget update emerged.

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