England fans rage at ‘disgusting’ three-figure price of new England kits for Euro 2024 which ‘put it out of the reach of most families’

Much has been made of Nike’s decision to ‘play’ with the England flag on the team’s new jersey, but fans are just as angry about the price.

England revealed their new home and away kits ahead of this summer’s Euros in Germany earlier this week and while the designs were received positively, there were other reasons for opposition.

Nike has sparked fury from English football fans for being “woke” after making a controversial overhaul to the country’s kit by changing the St George flag.

And there was also backlash over the price, with the shirt alone costing up to £125.

The stadium version costs £84.99 for adults and £64.99 for children, while the match replica version costs £124.99 and £119.99 respectively.

And supporters took to social media to express their frustration.

One wrote on X: “big fan of the home jersey”. Nice look but that £125 price is disgusting. Honestly, I feel so sorry for the kids. When I was young, I was so excited to get the New England jersey. It’s a shame I can’t afford to buy one for my kids.

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Another posted: “Lovely new kits for England.” Top stuff…however…the price of £125 for a ‘replica’ kit or £85 for a ‘stadium jersey’ is completely unforgivable. Exploitative pricing.

Mail Sport’s Christ Sutton and Ian Ladyman agreed with them when they spoke about the issue on the latest episode of the Everything starts podcast.

Ladyman said: “I’m irritated by this, you may know that from the conversation we had before this podcast started. England launched a new kit ahead of the Euros, as did almost every other competing nation, so they are doing just that.

“So two things that make me a little grumpy. The first is cost. So in England, if you want to buy the max, or the kind of stellar high-end kit, Dry Fit Advantage England, whatever that means. It’s £125 for the shirt and if you’re a child you save five euros, it’s £119.99.

“If you want to buy what you might just call the standard England kit, the home stadium shirt £85 for an adult, £65 for a child. A pair of shorts will cost you £33. A pair of socks will cost you £18. And if you want a name and number on the back, it’ll cost you an extra £18. You see where I’m going with this, right? It’s a lot of

Sutton responded, “Yeah, I have to say, I think I see where you’re going with this. I agree with everything you say. I think it’s absolutely vulgar. The price and the costs and the bottom line is, you know, we’re sort of in a cost of living crisis and England comes out with a kit and, you know, a child gets it at school and then, you know, his, her friend(s) will want to get this kit and that will put families in a hell of a position.

“I mean, £33 for a pair of shorts, £18 for a pair of socks. What did you say? The most expensive shirt was £125 for a shirt. It’s, it’s, it’s vulgar. It’s vulgar.

Ladyman acknowledged that this pricing is fairly standard in football.

“Now, it’s worth pointing out, this is totally in line with what Premier League clubs are doing,” he said. “It’s also the price it costs to buy a Premier League shirt.

“And that’s consistent with what other countries are doing. Of course yes, because all of these kits are made by the same people. There are only two or three major kit manufacturers in the world. So they are all made by the same people. So they all cost the same. They have the market cornered.