The adult 'match' shirt, made by Nike as part of a £400m deal with the Football Association, is priced at £134.99, up from £124.99 for the Euro 2024 equivalent. A full junior 'match' strip costs £114.99, while the adult 'stadium' shirt is £89.99, compared to £74.95 for the 2022 World Cup version. Adding a name and number on the back costs an additional £60. For children, an England kit could cost up to £123, and purchasing a shirt and shorts with name and number for a child aged 7-15 costs up to £122.98 from the FA website. The full infant kit with name and number costs £64.99.
Fans have expressed anger on social media. Frazer wrote on X: "The price is an absolute joke. Ripping people off. £90!?!?." Curtis Obeng said: "Absolutely disgusting pricing. Completely out of touch with reality." Another anonymous fan commented: "Will buy a fake one for £20." According to Daily Mirror - Main, George Smith, an Exeter City fan and father of four living in San Diego, described the cost to kit out children as exorbitant, noting that for a larger family the total could approach £600. He said he understands why people turn to knock-off websites and argued that the FA should agree a maximum affordable price with manufacturers. Garford Beck, an England superfan and manager of the England fans team, told the same outlet that working-class fans are the backbone of the game but are being priced out of replica kits, souvenirs and match tickets. According to BBC News - Business, Les Motherby, a football shirt collector who has spent over £40,000 on kits, said he has empathy for families, while Graham Walker, a parent from Grimsby with two children, said the pricing is unaffordable for most people in his area and that manufacturers know children will want the kits.
The cost to kit out kids is exorbitant, for a larger family like mine we would be looking at the best part of £600 to get us the shirts and the kids the full kit. At these prices I totally understand people ordering from knock off websites for £20 a pop. The FA should have a deal with the manufacturer that states an affordable maximum price. The volume of sales for these should be higher than for almost any other football shirt.
The new shirt no longer features the multi-coloured St. George's Cross of the 2024 kit. Nike said it regularly reviews product costs to balance rising material, manufacturing and logistics costs while delivering performance. A Nike spokesperson stated: "We know that any price increase matters to fans, and we never take that lightly." The exact breakdown of costs cited by Nike has not been disclosed, and it is unclear how the £134.99 price compares to other national team replica kits for the 2026 World Cup. The total number of England shirts sold in previous cycles and the potential impact of the price increase on sales remain unknown, as do the profit margins for Nike and the FA on each shirt sold.
The price is an absolute joke. Ripping people off. £90!?!?.
Absolutely disgusting pricing. Completely out of touch with reality.
Will buy a fake one for £20.
I'm a grown adult with disposable income. It's very different when you're bringing up a family and all of those kids want kits. I have a lot of empathy.
We know that any price increase matters to fans, and we never take that lightly.
But the fact that it's always been that way since the 90s would suggest that people keep stumping up the money for them. And I think until people sort of say, 'we're not going to do this', I think the brands would act accordingly.
It's not really affordable for 75% of people around here. The manufacturers know the kids will want them. There's an element of keeping up with the other kids at football training.