According to Lord Richard Walker, the executive chairman of supermarket chain Iceland, British families are feeling compelled to purchase fake football shirts because the official kits are priced at levels considered unattainable. Lord Walker, who currently serves as the government’s cost of living tsar, raised concerns in the House of Lords about the escalating prices of licensed merchandise, leading parents to opt for imitation kits that are neither safety tested nor manufactured under regulated conditions.
He called on government officials to intervene with the Football Association and kit producers to lower prices after the release of nearly £90 replica England kits ahead of the upcoming World Cup. In response, sports minister Baroness Twycross acknowledged the worries over costs but indicated that pricing decisions are ultimately in the hands of manufacturers and football associations.
During a session in the House of Lords, Lord Walker emphasized the growing trend of families resorting to counterfeit kits due to the unaffordability of official versions. He highlighted the risks associated with knock-off kits, including substandard quality and the exploitation of workers in unregulated sweatshops. He suggested that the Government should collaborate with the FA and major brands to establish clearer guidelines on supply chains and profit margins.
On the official Football Association website, adult-sized England shirts by Nike are listed for £89.99, while Scotland’s home shirt, marking their first World Cup qualification in 28 years, is priced at £75. The World Cup in North America is set to commence next month.
Criticism extended to clubs as well, with Tory Lord Ranger expressing concerns about the commercialization of football clubs through multiple kit releases adorned with sponsor logos. Baroness Twycross indicated a lack of awareness regarding the stance of the independent football regulator on the matter.
The Mirror has reached out to the FA for comments on the issue.
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