I think this problem isn't big in England, but abroad. International supporters don't always choose between for instance Arsenal or LFC (2 PL clubs) but perhaps between Barcelona and LFC. If our kit can't be found in the shop, then it's a done deal that we've lost a supporter!
Just to play Devil's Advocate though, do we really want to have a supporter who chooses his loyalties based on what shirt is down at the local shop? Is that not the definition of plastic? 20 years ago I would have said no we don't we want real loyal supporters. All that went down the drain all that matters now is they fork out the money on expensive match tickets, merchandise and subsciptions. Which is I am getting more and more disinterested in the game and I look forward to the day when I am a plastic fan too.
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I think I'd have to agree with that. It's certainly not a point of pride having fans that flip-flop between clubs based on which way the wind is blowing, but if they pay for transfers, wages, etc., you have to be pragmatic about it and realize that to a certain extent it's a business like any other. And as a business deal, this kit sponsorship is pretty shrewd.