Sheffield Wednesday announce sale date of new home kit and controversial price increase

Sheffield Wednesday’s new home strip for the coming season will be on sale this week – but it’ll cost fans a pretty penny. The club have confirmed sales of the 2023-24 strip will be available to purchase from the Megastore from Wednesday morning at 9am.

The shirts – which are made by existing kit supplier Macron and will have a new sponsor in Sheffield firm EyUp – will see an increase in price, with £65 being charged for adult short sleeve replica kits – a £6 increase from last year.

Shirts in all sizes, as well as the new blue home shorts, will be available. It has also been announced that the numbers and lettering on the back of the new home kits will be in red – a nod back to the early 1990s as well as making names and numbers clearer to read from next season.

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A club statement said: “Previously in the Championship, our shirt pricing had been held at £59 for an adult short sleeve shirt, though due to increased operating and manufacturing costs, these will increase to £65 (including 20% VAT) for the 2023/24 campaign.

“Adult short-sleeved shirts are priced £65, junior short-sleeved are £50 and infant and baby sets are £57. The Owls Megastore will close at 4:00pm on Tuesday in preparation for a hectic Wednesday morning. To that end, our usual printing service will not be available for the launch but will resume in due course.”

The club added that details over the away kit will be released shortly.