Press Centre

Football Fans don't need to get shirty with Asda

Retailer scores an early goal for England with £25 shirts and wins price war

Today supermarket retailer Asda announced it was putting a stop to the over-inflated prices of footballs shirts, selling the official FIFA England World Cup shirt for just £25 – which is half price compared to the current recommended retail price (RRP £49.99).

Asda is giving fans something to cheer about by helping genuine England supporters avoid paying over the odds to follow their country.

The retailer will be selling thousands of the shirts across its 259 stores in England and on George.com from today, just in time for Monday’s friendly against Mexico and under a month ahead of the World Cup kick off in South Africa.

The official England home strip for the 2010 World Cup was created by top designer and ‘creative consultant’ Aitor Throup and Saville Row tailor, Charlie Allen. Allen measured the full England squad for their bespoke kits as each player received a perfectly fitting kit much like a tailored suit. For shoppers, the shirts will be sold according to chest size rather than small, medium or large.

The official England away strip will also be on sale on George.com at the same bargain price of £25 meaning fans can get right behind the boys no matter what kit they turn out in.

Andrew Moore, Managing Director of George at Asda commented: "We need to call time on the extortionate cost of football shirts – shoppers shouldn’t be asked to break the bank to support our boys and we think it’s time we blew the whistle on rip off merchandise. With domestic and European club shirts becoming increasingly popular these prices can really add up.”

Andrew continued, “The World Cup will be the biggest sporting event of the year and we wouldn’t want fans to miss out on having a piece of history because it was too expensive. We’ve really gone into extra time in order to get our hands on the official shirt so we can offer it to our customers for a fantastic price.”

Throughout the months of May, June and July football will be flowing through Asda stores across the UK as they offer customers everything from branded merchandise, World Cup themed food and drink and in-store events.

The announcement of this shirt price follows a long standing history and commitment from the store to combat rip off shirt prices for shoppers. For the World Cup finals in 2006, the store sold reasonably priced England shirts to fans as well as in 2007 selling cut price Scotland shirts in its 38 Asda stores in Scotland. It isn’t just international strips which have been reduced; in 2003 Manchester United supporters were treated to great priced shirts and in 2002, whilst the club nearest to Asda, Leeds United, saw the price of their strip cut as well.

Posted in Press Centre on 20 May 2010