West Ham's new shirt is £75 at the club shop, £84.99 at the chains: how they compare

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The new 2026/27 West Ham home, away and third shirts cost £75 at the club's own shop. Sports Direct and Lovell Sports both list the men's New Balance home and away shirts at £84.99. The official West Ham United online store is run by the club itself, West Ham United Football Club Limited, from the London Stadium, and carries the full 2026/27 New Balance range alongside the club's own fashion, gifts and souvenirs.

We've compared it with three well-known UK retailers, Sports Direct, Lovell Sports and JD Sports, on price, range, printing, delivery, returns and perks, using each retailer's own website on 9 October 2026.

The new shirt costs less at the club shop

At £75 against £84.99, the official shop is £9.99 cheaper on the standard adult shirt. It also lists the rest of the kit at its own prices:

• Elite (player-spec) shirts: £110
• Youth shirts: £60, with youth shorts at £35 and socks at £15
• Baby kits: £50, and infant kits £55
• Adult shorts: £40, and socks £17
• Home long-sleeve shirt: £80

JD Sports didn't show the 2026/27 shirt when we searched its site. Its West Ham results were retro Score Draw shirts, so if you want the new kit, it isn't the place to look right now.

No doubts about authenticity

Fake football shirts do circulate, particularly through marketplaces and social media ads, where a "bargain" new-season shirt can turn out to be a poor copy with the wrong badges, print or fit. Buying from the club removes that worry. Everything on the official store is sold by the club itself, and its terms say it will pursue anyone who makes unauthorised use of its trademarks.

If you do buy elsewhere, stick to established retailers, and be wary of any new-season shirt priced far below the club's £75.

Hundreds of lines, not a handful

Sports chains carry a handful of West Ham lines. The club shop carries hundreds, including several we didn't find at the chains we checked:

• Every version of the kit: home, away and third in adult, women's, youth, infant and baby sizes, plus goalkeeper kits and Elite shirts.
• Unsponsored shirts: adult and women's home, away and third shirts without the front sponsor, also £75.
• Women's team shirts: WSL versions of the women's home and away shirts at £80.
• Club collections: the Boleyn '99 limited collection, retro shirts and the DT38 range.
• Gifts and homeware: Christmas jumpers from £25 for juniors, family pyjamas, mugs, pet accessories, gift cards and a "Gifts Under £10" section.
• New Balance training wear: training, pre-match and travel ranges for adults, women and juniors.

Official name and number printing

The club prints names and numbers for £15 on adult, women's, youth, junior and baby shirts, using the official squad lists for both the men's and women's teams. You can also print your own name, up to 12 letters on adult shirts. Shorts numbers cost £3 each, and the EFL Championship sleeve badge adds £5. Printing adds 1-3 working days on top of delivery.

Printed shirts can only be returned if they're faulty or printed incorrectly, and a player later leaving or changing number doesn't count. Double-check the size before you add a name.

Delivery and collection

• West Ham United: standard UK delivery £4.99 (2-5 working days), express £6.99 (1-3 working days, order before 12pm Monday to Friday), and free standard delivery over £100. Click & Collect is free at the Stadium Store, Romford, Lakeside and Basildon shops.
• Sports Direct: standard delivery £4.99, with Click & Collect also £4.99.
• Lovell Sports: standard delivery £4.99 (3-7 days), next day £9.99.
• JD Sports: standard delivery £3.99, free over £80, with free Click & Collect to its shops.

An adult shirt plus £15 printing and a pair of £17 socks comes to £107 at the club shop, which clears the £100 free-delivery mark.

Returns

The club accepts unworn, unused items in their original packaging within 28 days of delivery for a full refund. You post them back yourself, or take them to a club store for an exchange. Sports Direct also gives 28 days, but change-of-mind returns cost from £4.99 and online orders can't go back to its shops. Lovell Sports gives 28 days. JD Sports gives 28 days, with free in-store returns.

Perks for season ticket holders and members

This is where the club shop pulls ahead for regulars. Season ticket holders get 10% off full-price New Balance merchandise, including the new kit, online and in store, which takes a £75 shirt to £67.50. Season tickets with Club Cash can also spend it in the shop, and registered members get a 15% online birthday code by email.

Where the others have the edge

• Last season's kit: Sports Direct and Lovell Sports are clearing the 2025/26 Umbro shirts from £16 for adults and £13 for juniors. The club shop isn't selling last season's kit.
• Shops nationwide: the club has four stores, all in east London and Essex. JD Sports and Sports Direct have shops across the UK.
• Lower free-delivery threshold: JD's free standard delivery starts at £80, though it isn't selling the new West Ham kit.
• Free in-store refunds: JD refunds in store. The club's shops only process exchanges on the day.

Who it suits best

The official shop is the natural choice for anyone buying the 2026/27 kit, especially with official printing, for kids and babies, or for an unsponsored shirt. It's also where season ticket holders get their 10%, and it has the widest choice of club gifts we found for Christmas. If you're happy with last season's shirt, a sports chain's clearance rail will be cheaper.

Your questions answered

Is shop.whufc.com the official West Ham shop?

Yes. It's run by West Ham United Football Club Limited, which is based at the London Stadium, and it links from the club's own website.

How do season ticket holders get 10% off online?

Log in to the online store with your 2026/27 season ticket details and the discount is applied in the basket. It covers full-price New Balance items only and can't be added afterwards.

Can I return a shirt with a name and number on it?

Only if it's faulty or printed incorrectly. Unprinted items can be returned within 28 days if unworn and in their original packaging.

Ways to save at West Ham United

Spend over £100 for free standard UK delivery, use free Click & Collect if you're near the stadium or one of the Essex stores, and look at the Gifts Under £10 section for stocking fillers. We've rounded up six ways to save at the West Ham shop this week, and you'll find every current offer on our West Ham United voucher codes page.

Sources: West Ham United Official Store, West Ham kit, delivery, returns, printing, terms and conditions, stores, Sports Direct, Sports Direct delivery, Lovell Sports, Lovell Sports help, JD Sports, JD Sports delivery and returns

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