World Cup football kits branded ‘completely unaffordable’ as families turn to fake alternatives
Football kits have become “completely unaffordable” for many families, a supermarket boss has warned, as he called on the government to tackle rising prices and the proliferation of counterfeit goods ahead of the World Cup.
Labor leader Lord Richard Walker of Broxton, Iceland’s chief executive and the government’s “Cost of Living Champion”, highlighted that the prohibitive cost of officially licensed football equipment was forcing households to increasingly turn to cheaper, fake alternatives.
Speaking in the House of Lords on Wednesday, Lord Walker said: “Many families are now being forced to turn to fake kits as official versions have become completely unaffordable.”
He highlighted the “serious issues” this raises, from consumer protection to ethical implications due to poor quality, pointing to “many studies showing that knock-on kits are produced in unregulated sweatshops where workers face serious exploitation”.
He pressed ministers to “press both the FA and the big brand manufacturers to work with them and develop clearer guidance and protocols on supply and profit margins”.
However, Sports Minister Baroness Twycross has stated that she will not intervene directly on pricing, although she acknowledged that the government “shares concerns about costs”.
He said: “While we know and share concerns about costs, setting prices remains a matter for manufacturers and the relevant football associations. However, we encourage them to ensure that kits are affordable, especially for children.”
The controversy emerged after England’s adult home, away and goalkeeper jerseys, manufactured by Nike, are currently listed on the Football Association’s website for £89.99.
The World Cup in North America starts next month. Meanwhile, Scotland, who have secured their place in the tournament for the first time in 28 years, are offering their home jersey for £75.
Northwood’s Conservative peer Lord Ranger also voiced strong criticism of the “naked commercialisation” of the club’s sides.
As “a football fan and someone with two young children from whom I have to constantly source kits”, he added that the issue was personal, noting that some teams now sell more than one kit, often “plastered with sponsors from multinational companies”, which generates “enormous income” for clubs.
The prospect of government intervention was viewed with caution by former Conservative minister Lord Vaizey of Didcot.
He questioned the potential slippery slope of such regulation, asking: “While I appreciate the sensitivity of regulating sports shirts, how far does it go? We know that the government is apparently planning to regulate the prices of eggs and milk in supermarkets, something that has been roundly condemned by retailers. Will it include season tickets? Sky Sports subscriptions? This is a dangerous path the minister is being invited to travel.”
Baroness Twycross has strengthened her stance against direct price controls by announcing that the government does not plan to impose limits on supermarket prices.
