Lord Richard Walker, executive chairman of Iceland and the government's cost of living tsar, has condemned the price of official football kits, saying families are being 'forced' to buy counterfeit versions. Speaking in the House of Lords on Wednesday, he highlighted that replica England shirts cost nearly £90 ahead of this summer's World Cup.
Lord Walker warned that counterfeit kits are often produced in 'unregulated sweatshops' and may contain dangerous materials. He urged the government to pressure the Football Association and manufacturers to reduce prices and develop clearer guidance on supply and profit margins.
Sports minister Baroness Twycross acknowledged shared concerns over costs but declined to intervene, stating that pricing remains a matter for manufacturers and football associations. She encouraged them to ensure kits are affordable, particularly for children.
On the FA website, England's adult shirts by Nike are priced at £89.99, while Scotland's home shirt, ahead of their first World Cup in 28 years, costs £75. Conservative peer Lord Ranger also criticised the 'naked commercialisation' of clubs, noting the multiple kits and sponsor deals generating vast revenue.
