‘£90 for an England shirt’: how families can cut the cost of supporting the Three Lions this World Cup

Families feeling the financial squeeze are turning to cheaper alternatives ahead of this summer’s World Cup after the rising cost of official football shirts, the executive chairman of Iceland has warned.

Lord Richard Walker, who was appointed as the government’s cost of living tsar in February, told the House of Lords that soaring prices for licensed football merchandise are leaving many parents with little choice but to buy “knock-off kits”.

He warned that counterfeit shirts raise concerns around consumer safety, as they are not subject to the same testing standards as official products and are often linked to unregulated manufacturing.

The supermarket boss is urging the government to put pressure on the Football Association and kit manufacturers to bring prices down.

England’s new football shirts went on sale in late March, with adult home, away and goalkeeper shirts priced at £89.99 on the Football Association website.

The home kit is a modern take on England’s classic white Three Lions shirt, featuring navy detailing on the collar and sleeves, while the away strip is an all-red design with the England crest and Nike logo positioned centrally.

Meanwhile Scotland, who have qualified for next month’s World Cup for the first time in 28 years, have launched their home shirt at £75.

Lord Walker said official kits have become “completely unaffordable” for some families and warned that high prices risk pushing people towards counterfeit alternatives.

How to buy cheaper England football shirts for the World Cup

Shop around and wait for retailer promotions

Don’t buy on launch week if you can avoid it. Sports retailers regularly run flash sales, app discounts and bundle offers once initial demand slows. Compare prices across major chains and sign up for price alerts.

Buy junior sizes if they fit

If you’re buying for a younger fan, or even a smaller adult, junior shirts are usually noticeably cheaper than adult versions.

Buy last season’s shirt

Older England kits can often be found in clearance sales, often for 30 - 50% less than the newest release. Many fans don’t mind wearing previous tournament designs.

Skip the name and number printing

Adding a player’s name and number can add £15 - £20 to the total cost. Buying a plain shirt is one of the easiest ways to cut the bill.

Consider retro shirts instead of current kits

Classic England shirts from previous tournaments are often cheaper than the latest edition, and tend to stay in style longer.

Buy second-hand from trusted sellers

Look at resale sites, football shirt specialists and local marketplaces. Ask for close-up photos of badges, labels and stitching before buying.

Check outlet and end-of-season sections

Retailers often quietly move football stock into outlet pages where discounts are larger than on the main site.

Set a shirt budget before tournament fever kicks in

If you’re buying for multiple children, decide your limit before shopping, especially once extras like printing and delivery are added.

Think beyond the official shirt

Supporter T-shirts, retro designs and training tops can give fans the World Cup feel without the full £90 price tag.