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Asda halves the price of England World Cup shirts

Asda is gearing up for a price war after the supermarket started retailing England World Cup shirts for half the recommended retail price.

The supermarket is selling 50,000 England shirts at £25 in-store and on its clothing website

Asda bought in the shirts from the grey market after official kit supplier Umbro refused to supply the supermarket direct, according to reports.

Andrew Moore, head of George at Asda, said: “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.

“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,” he added.

The World Cup kicks off on June 11.

Readers' comments (1)

  • LEt the price wars begin! how will Tesco and Sainsbury's react to this I wonder. Will Terry Leahy be so outspoken aobut pricing on World Cup t-shirts as he has been on the price of alcohol this week. I doubt it. With all the price increases that are going to have to be passed on to the customer, can the supermarkets keep offering cut price clothiong like this as loss leaders?

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