Asda Slashes Price Of England World Cup Shirt In Half

Tue, 25 May 2010

 
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Asda is getting its shoppers into the World Cup spirit by selling England football shirts at half the recommended retail price.

The supermarket chain is selling the replica Three Lions tops for £25 each in store and online at George.com, and is calling on the government to ensure other retailers bring their prices down.

Asda bought its stock of 48,000 England football jerseys (36,700 of the home shirt and 11,300 of the away red strip) on the grey market after traditional manufacturer Umbro refused the retailer’s request for shirts .

Asda said: "It's taken us over three months to secure the shirts after Umbro refused to supply to us. We've sourced them on the grey market from two distributors who've travelled to France, Spain and Germany to get us the product."

"We started off with a much smaller number but have fought hard over the last few weeks to get even more from all over the show."

Andrew Moore, head of George at Asda, said that it was time the supermarket "blew the whistle on rip-off merchandise".

He added: "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."

"We’ve really gone into extra time in order to get our hands on the official shirt so we can offer it to our customers for a fantastic price."

The 2010 FIFA World Cup kicks off in Johannesburg, South Africa, on June 11.