SOCCER fans across East Lancashire were celebrating today after they were given the chance to buy cheaper replica kits.

The move was sparked after a price-fixing investigation by John Bridgeman, Director General of Fair Trading, following a string of complaints from retailers that they were being prevented from discounting manufacturers' recommended prices.

The average price of a replica shirt for an adult is currently £40 and for a full kit £55. But the investigation has ruled that retailers will shortly have the right to sell replica kits at discount prices.

Pauline Perkins, secretary of Blackburn Rovers Supporters' Association, said: "This is brilliant news. It is particularly good for families who have two or three children who want to go to the games in their kits.

"Being a football supporter is so expensive once you have bought a season ticket, paid for parking and other costs." Burnley Football Club has a monopoly on the sale of its kits, which are only sold in the club shop.

Shaun Borman, vice-chairman of Burnley Supporters Club, said the monopoly on the Burnley shirts was a disgrace, but he was delighted at the decision for other soccer supporters.

He said: "Burnley can control its own prices because it has the monopoly on selling its own shirts. For some reason the club stopped supplying the kits to sports shops which had been selling them for years."

"I am glad this has happened because for years we have argued that supporters have been ripped off."

Burnley Football Club general manager Andrew Watson declined to comment.

Mr Bridgeman said he welcomed the co-operation of the supporters associations and clubs "in trying to root out price-fixing."

He added: "I have no doubt that both supporters and parents have been paying artificially high prices.

"Retailers are now free to set their own prices and I hope that we will soon see a variety of discounts. Parents and fans can encourage this.

Mr Bridgeman pointed out that, from next March, he will have new investigative powers and will be able to impose penalties of up to 10% of UK turnover on any company involved in price-fixing.

Football clubs benefit from the sale of replica kits in at least three ways: they issue licences to manufacturers; receive royalties on each kit sold; and receive additional income from their own retail and mail-order operations.

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