Retail giant Asda says football fans are being short-changed because the producers of the new England kit wont sell directly to it and other supermarkets.
Kit manufacturer Umbro launched the new England kit on Monday and it’s being sold at selected sports retailers. Adult shirts typically cost upwards of £36.
But Asda says thousands of football fans have to pay over the odds because Umbro will not sell to it direct.
Last year, Asda sold 22,000 England shirts for £22 each after turning to the European ‘grey market’.
An Asda spokesperson said: ‘We know we can sell branded sports kit well. Our most recent customer research explicitly tells us that customers want to buy these items in their Asda shop.
‘But Umbro refuse to sell shirts through our stores. Unless we can get hold of some from the grey market, thousands of football fans will be forced to pay over the odds.
‘You’d think with 13 million customers walking through our stores each week they’d want us to have them. We can only assume they don’t appreciate our low prices as much as England fans do.’
Umbro were unavailable for comment.