This season’s Premier League shirts: retro chic or walking billboards?

It’s twelve years now since Douglas Hall was caught by a tabloid sting scoffing at Geordies for paying £50 for replica shirts worth £5. Fans were outraged, and politicians attacked club greed and “exploitation”. Twelve years on, and Newcastle’s new 2010-11 shirt has gone on sale – yours for £50.

What the lack of change shows is that, deep down, fans don’t really mind paying mark-ups for club branding. What has improved in the last decade, though, is the quality.

This year’s new launches are a well-made, pretty good-looking bunch. They are almost all retro-themed, and, disappointingly, there’s nothing properly ugly like Tottenham’s 2009 urine-in-the-snow-themed yellow streaked top. The only one that comes close is Everton’s fluorescent pink away outfit – “a brave design”, says Leon Osman.

In fact, the only consistent negative about this season’s home tops isn’t the designers’ fault. The problem is the new range of sponsors’ logos: uglier and seemingly larger than ever.

Take Liverpool’s shirt (£44.99 from Kitbag.com). It’s a classic Adidas design – a modern version of the 1989-90 title-winning top. It feels classy: neat gold piping and quality, breathable fabric. But that’s not what you see first. What you see first is what Standard Chartered Bank paid £80m to make you see first. And it’s not a logo of beauty.

Likewise Spurs. Replacing the urine stains there’s a retro blue shoulder bar: a good-looking 80s-themed Puma top, spoiled by an ugly “A” motif, promoting a software infrastructure company.

And Manchester United’s top, billed as a tribute to the 1980-81 side, is actually all about Aon. (Although inside United’s shirt there’s a bonus: a chance to test your gag-reflex by finding the word “Believe” printed on the reverse of the club badge – positioned, says the PR blurb, “right next to your heart”.)

Arsenal’s 70s-style top, meanwhile, screams Emirates just as loudly as last season’s shirt – but at least there is a welcome return to white sleeves.

Maybe the best new shirt this year, though, is Blackpool’s – a top which proves they’ve already grasped the ethics of Premier League economics. On offer: a chance for fans to spend £40 on a top advertising their new club sponsor Wonga.com. Wonga’s line of business: selling short-term loans at 2689% APR.

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Tottenham look to hold the upper hand in the race for fourth | Stuart James

No one would put money on Manchester City, Liverpool or Aston Villa taking advantage of any slip-ups by Tottenham

Tottenham Hotspur were celebrating more than a place in the FA Cup semi-finals on Wednesday night. News of Manchester City’s defeat to Everton and Aston Villa’s draw at home to Sunderland had reached the players “as soon as we got in the dressing room”, according to Peter Crouch. Moments later, their rivals for fourth place in the Premier League were installing Spurs as the new frontrunners in a race that has started to resemble a crawl.

“Spurs are favourites now,” said Manchester City’s Micah Richards. “We thought we could capitalise on our game in hand but it didn’t work out that way and we were devastated in the dressing room. What we have to do now is make sure that we use the loss as a springboard. We have eight cup finals and we have to win them all, starting against Wigan on Monday night.”

The reality, however, is that City – whose manager Roberto Mancini was sent off along with his Everton counterpart David Moyes following a confrontation near the end of Wednesday’s defeat – are unlikely to need anything like 24 points to seize the final Champions League qualifying berth. Tottenham are playing with confidence after four successive Premier League wins but back-to-back fixtures against Arsenal, Chelsea and Manchester United next month threaten to derail their progress. “We’ve got some big games coming up so it could be a defining month,” admitted Crouch.

Not that anyone would want to put money on City, Liverpool or Villa taking advantage of any slip-ups from Harry Redknapp’s team between now and the end of the season. City and Liverpool have won only two of their last six league matches, meaning they sit 10th and 13th in the top-flight form guide, while Villa have recorded just three victories from a run of 10 games unbeaten since the turn of the year.

“There are a few teams up and down at the minute,” reflected Villa’s Stewart Downing. “Man City were getting results and now they’ve lost. We were on a great run and we’ve drawn a few. There are a lot of twists and turns still to go and we’ve still got to play Everton and Man City, teams around us, so I think it is wide open. Whoever puts two or three wins together will be in a good position.”

Villa had hoped successive victories would arrive from two home matches in the space of five days, against Wolverhampton Wanderers and Sunderland, but instead there was only frustration. A lack of attacking options has been exposed in the absence of the injured Gabriel Agbonlahor, with Martin O’Neill forced to introduce two academy graduates, Marc Albrighton and Nathan Delfouneso, against Wolves and Sunderland.

The contrast with Tottenham is stark. Against Fulham, Redknapp brought on David Bentley, Tom Huddlestone and Roman Pavlyuchenko to turn the game in Spurs’ favour while on Saturday, at Stoke, Eidur Gudjohnsen scored one goal and set up another after stepping off the bench. That strength in depth not only allows Redknapp to freshen things up but also lets him rotate his players when Tottenham’s lengthy injury-list eases.

O’Neill has never felt able to do likewise and Villa are now paying the price. Downing admitted the players “were out on our feet” at the end against Sunderland. James Milner and Emile Heskey both departed with achilles problems and others were playing through the pain barrier. “Richard Dunne was struggling all week and James Collins is struggling – basically half the team is struggling but they all want to play,” said Downing.

O’Neill highlighted City’s strength and depth as a reason for his belief that they have the best chance to finish fourth but that was before Roberto Mancini’s side were vanquished by Everton, when shortcomings at both ends of the pitch were exposed in between a dust-up on the touchline with David Moyes. The next three fixtures offer a chance to get back on track but thereafter City take on Manchester United, Arsenal, Villa and Spurs before heading to Upton Park on the final day.

Whether Liverpool, who have been a model of inconsistency this season, will still be in the mix then remains to be seen. For the moment at least all eyes are on Tottenham after another night when two of the top-four contenders flattered to deceive. “Seeing that Manchester City lost is obviously a big boost for us,” added Crouch. “But it’s still down to us: we need to get the points on the board starting with Portsmouth on Saturday. But I still think it’ll go right down to the wire.”

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Liverpool find cause for optimism as rivals for fourth begin to falter | Kevin McCarra

The contest between Manchester City, Liverpool, Spurs and Aston Villa for the final Champions League spot is set to be fiercer than the title race

It is time for the also-rans to accelerate. The race for fourth place in the Premier League can seldom have been so keen. The usual cartel was broken open in 2005, but that proved academic. Despite coming fifth, behind Everton, Liverpool still qualified for the Champions League as holders. This year Rafael Benítez’s team have no such comfort. Ambition and anxiety will be at their most intense. By comparison, the vying for the title itself seems humdrum in its familiarity.

The realistic contenders for the last Champions League spot are Manchester City, Liverpool, Tottenham Hotspur and Aston Villa. If investment was decisive the outcome would already be known. City’s expenditure has been great, but it is also accompanied by unease over the true standard of the recruits and the quality of the manager. In this little group of rivals, they alone have ditched the person who led them at the beginning of the campaign.

While the sacking of Mark Hughes was ruthless, it appeared to have an icy shrewdness. There had been only two victories in the previous 11 league games, but eyes were also fixed on the promising matches immediately before City. The new manager Roberto Mancini made the most of the opportunity and racked up victories over Stoke City, Wolverhampton Wanderers and Blackburn Rovers. A more forbidding step followed and the side keeled over at Goodison.

City must have anticipated that Mancini would show the expertise that brought success to Internazionale, but impact was restricted when only the subdued January transfer window was open to him. Patrick Vieira could be seen simply as a short-term signing and the involvement is abbreviated further now that he must serve a three-match ban. All in all, City’s situation is slightly less promising than it looks.

While the team are presently fourth with a game in hand, they have still to play Liverpool, tomorrow, as well as Chelsea, Tottenham, Manchester United, Arsenal and Aston Villa. City have already defeated Arsenal and Chelsea as part of their unbeaten home record, but there is much still to be examined and reports of player unrest over Mancini’s methods are unsettling.

Misgivings exist about all clubs striving for a new status. There is, for instance, a volatility to the Tottenham squad that can lose home and away to Wolves, a side 16th in the table. Stoke’s single league victory on the road also came at White Hart Lane. It is a hindrance that Aaron Lennon has not yet been fit to play in 2010 but Tottenham, who have scored only three goals in their last six league games, do not get quite enough out of the talent on the books, despite seeming well-served in most departments.

Aston Villa, by comparison, are no conundrum at all. The best defensive record in the Premier League is not merely commendable but critical to whatever hope Martin O’Neill still holds of entry to the Champions League. Goals have been infrequent and the manager would have been fully aware before the campaign that he did not possess a consistent scorer. Gabriel Agbonlahor reached double figures in the league with two goals against Fulham at the end of last month, but other contributions are meagre.

The side have an admirable midfield, yet they are creators who have little of the striker about them. The combined tally from that area is seven league goals. James Milner has supplied four and ­Ashley Young has come up with the other three. Stewart Downing and Stilian Petrov are yet to find the net at all in the competition. More broadly, Villa have drawn a blank in five of their past seven league games. There are real virtues to the line-up, but development will hinge on finding the means to strengthen the attack and to persuade the preferred candidate that Villa Park is the right destination.

All in all, any optimism expressed by Liverpool is likely to be genuine. That conclusion seems odd in view of the poverty of their play at times. A lumbering 1-0 win over Unirea Urziceni in the Europa League on Thursday was mocked, but it was still a useful result. The Romanian side are not as inept as some would suggest and had a better record than Liverpool in the group phase of the Champions League, even if both clubs were eliminated. Benítez has steadied Liverpool to a degree, and the narrow loss to Arsenal at the Emirates had been preceded by a sequence of seven unbeaten matches in the league.

Steven Gerrard also seemed closer to top form against Unirea, particularly when he took a ball on his chest before cracking a drive that missed narrowly. The midfielder has struggled to recover his dynamism and the usual knocks seemed to take longer to ease off, but his condition will be critical to Liverpool. Regardless of the outcome against City tomorrow, a re-emergence from the treatment room of Fernando Torres in the next few weeks could be decisive. When the Spaniard last took the field in the league he scored the only goal of the match at Villa Park on 29 December.

There is some monotony in the prospect of the usual quartet taking their places at the top of the table, but the challenge is for others to supplant them.

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