Asda has stepped up its countdown to the World Cup by selling England football shirts for half the recommended retail price.
The shirts go on sale today for £25 – half the full retail price of £49.99.
“We need to call time on the extortionate cost of football shirts,” said Andrew Moore, managing director of George at Asda.
“Shoppers shouldn’t be asked to break the bank to support our boys and we think it’s time we blew the whistle on rip-off merchandise.
“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.”
Tesco is the official supermarket of England’s World Cup campaign, which begins on 12 June against the US.
Is new World Cup beer war just the same old, same old? (8 May 2010)
Tesco is England’s official World Cup supermarket (7 April 2010)