German Politicians Criticize High Price of DFB World Cup Kids’ Jerseys, Call for Adidas to Lower Costs
For many football fans, the right kit is essential during the FIFA World Cup. However, the high price of the children’s version of the German Football Association’s (DFB) official World Cup jersey has drawn criticism from political figures in Germany. Adidas, the official sponsor of the DFB, has faced calls to reduce the 75-euro price tag for the child-sized jersey, with critics arguing that the cost is disproportionate for families.
Adidas and the DFB’s Role in World Cup Merchandise
The DFB, Germany’s national football governing body, has long relied on partnerships with major sportswear brands to produce official World Cup merchandise. Adidas, the company’s longtime sponsor, is responsible for manufacturing the iconic red, black and gold jerseys that fans worldwide associate with the German national team. For the 2022 World Cup in Qatar, the brand released a children’s version of the DFB jersey, priced at 75 euros (approximately $78 USD) in Europe.
According to Adidas’s official website, the children’s jersey is designed to be “lightweight and breathable,” with the same “high-performance” materials as the adult version. The company has not publicly addressed the recent political criticism, but its previous statements on pricing emphasize that “the cost reflects the quality and innovation of our products.”
Political Backlash Over Pricing
The controversy has gained traction in Germany, where members of the left-wing political party Die Linke (The Left) have condemned the price as “unaffordable for many families.” In a press release dated April 2023, the party’s spokesperson, Katrin Günther, stated, “It is unacceptable that the cost of a child’s World Cup jersey exceeds the average monthly income of a single-parent household. This is not about football—it’s about exploiting fans for profit.”
Die Linke’s criticism is part of a broader trend of political scrutiny over sports merchandise pricing. In recent years, the party has also targeted companies like Nike and Puma for “excessive markups” on fan apparel. The group has called for stricter regulations on pricing during major sporting events, arguing that “sports should be accessible to all, not just the wealthy.”
Consumer and Fan Reactions
The issue has also sparked debate among German fans, with many expressing frustration over the price. On social media platforms like Twitter and Facebook, users have shared screenshots of the jersey’s cost, with some calling it “a rip-off” and others defending the price as fair for a branded product.
“I understand the cost of quality, but 75 euros for a child’s jersey is too much,” wrote one parent on Twitter. “We’re a family of four, and this isn’t a priority.” Conversely, others argued that the price is justified: “This is a limited-edition item. If you want to support the team, you pay the price.”
