Darmstadt have made the decision to drastically reduce the price of children's jerseys for the 2023/24 season in a gesture being welcomed by fan groups.
The promoted side announced that they will limit the cost of all sizes of children’s shirts to €29.98 by forgoing any profit margin.
As the club stated on X (formerly Twitter), many of their youngest fans are getting to see Darmstadt play in the Bundesliga for the first time, having last appeared at the top level in 2016/17. Therefore, the club want to make it as easy and affordable as possible for children to wear their team’s colours.
“Every parent knows the problem. Your little ones are growing so quickly. Expensive textiles need to be bought carefully. Since we want to make it possible for as many kids as possible to get their first Lilies’ jersey in the Bundesliga, we are therefore turning the price screw and offering all kid jerseys at cost price from now on,” Darmstadt stated on their website.
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It’s a move that’s been welcomed by fans, with many calling for other teams to follow suit and make children’s kits more affordable.
The Lilies’ home shirt for adults costs €75, which is already the joint-cheapest of all 18 Bundesliga clubs.
It is also not the first time Darmstadt have put fans ahead of corporate needs. Back in their previous top-flight campaign, their Merck-Stadion am Böllenfalltor was renamed the Jonathan-Heimes-Stadion am Böllenfalltor in memory of fan Jonathan Heimes, who had been a key figure in the Lilies’ fan scene prior to his death from cancer in 2016. It saw sponsor Merck forgo their naming rights to the stadium for that time.
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