Today [3rd February] ASDA called full time on rip off strip pricing by slashing the cost of six nations rugby shirts. The Six Nations tournament, which will kick off with England vs Wales at 3.30pm tomorrow [Saturday 4th February], is the first major event of the 2006 sporting calendar and ASDA is selling official match shirts at £15 less than its competitors.
By sourcing via the grey market, ASDA has been able to sell the 5,000 official long-sleeved replica shirts for only £30 in 86 stores across the UK. It is also selling match quality shirts in its Welsh stores for only £50.
This isn’t the first time the high price of football kits has become a talking point. In August 2003 ten businesses were fined a total of £18.6m by the OFT for fixing the price of Umbro football kits. At the time ASDA blew the whistle on over-priced Manchester United football shirts by cutting the price of the world’s most famous red strip by £15.
“Everyone’s agreed, firing up a passion for sport is essential in getting the nation of its sofas and onto the pitches.” Said Paul Crier General Manager for Sports, “However, a family of four is expected to pay around£180 to buy the latest strip and get behind their national team.”
“Today is just the beginning,” promised Crier, “We’re serious about making sports more affordable and customers can expect to see similar price cuts on the most sought after sporting goods throughout the year.”
ASDA Press Office 0113 241 7829 (direct)
0113 243 5435 (out of hours)