FOOTBALL fans are set to cut back on buying new replica shirts as the recession threatens to hit spending on club merchandise.

Virgin Money’s Football Fans’ Inflation Index has tracked the cost of being a fan since January 2006. Its research helps explain why costs for fans have risen five per cent year-on-year when compared to April 2008, despite falling inflation in the wider economy.

New England replica shirts – personally tailored for the players – launched last month cost £50, which is 25 per cent more expensive than the last kit.

Virgin’s Inflation Index shows the average cost for kids and adult shirts across all leagues is £27.50.

The survey of more than 4,000 fans from 125 clubs shows merchandising sales are likely to suffer in the recession with 19 per cent of fans saying they would not buy as much next season.