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Liverpool launch cut price shirt in China

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Liverpool has launched a cut price shirt in China to compete with the widely available counterfeits that sell for just a few dollars.

European clubs are keen to boost their revenue in this fast growing market.  However, the widespread availability of fake shirts and pirated live streams of matches makes it hard for clubs to turn the high level of interest in European football into a reliable income stream.

Liverpool has launched a cut price version of its 2017/18 shirt in China that sells for $30, compared to $87 for the normal shirt.   It looks similar at first glance but is made of simpler materials and is not produced by New Balance, Liverpool's kit supplier.

There is a risk that the club may upset UK fans who are already unhappy about the high cost of replica kits.