Football kits are “completely unaffordable” ahead of the World Cup this summer, supermarket boss Lord Richard Walker of Broxton has said, as he urged the Government to take action on counterfeits. The Labour peer, who is executive chairman of Iceland supermarket, said many families were turning to fake kits because the officially licensed ones were cheaper.
He was made the Government’s “Cost of Living Champion” in February. Lord Walker said the Government should put pressure on the Football Association and kit-makers to reduce the prices.
Conservative Lord Ranger of Northwood said club sides had become “nakedly commercialised” as some teams now sell multiple shirts. Sports minister Baroness Twycross said the Government would not act, but said it “shared concerns over costs”.
View 4 ImagesScotland fans(Image: Robbie Jay Barratt – AMA/Getty Images)
Speaking in the House of Lords on Wednesday, Lord Walker said: “Many families are now being forced to turn to counterfeit kits because the official versions have become completely unaffordable.
“This raises serious issues, not only of consumer protection because of poor quality but also the many investigations which have shown that the knock-off kits are produced in unregulated sweatshops where workers face severe exploitation.
“Therefore will she consider whether the Government should pressure both the FA and big brand manufacturers to work with them and develop clearer guidance and protocols on supply and profit margins?”
View 4 ImagesScotland qualified for the world cup after 28 years(Image: Ian MacNicol/Getty Images)
Sports minister Baroness Twycross had said: “While we recognise and share concerns over costs, setting prices remains a matter for manufacturers and the respective football associations. We do encourage them, however, to ensure kits are affordable, particularly for children.”
The World Cup starts in North America next month. Scotland, who qualified for the World Cup for the first time in 28 years, have their home shirt for sale for £75.
Meanwhile the Football Association’s website lists England’s home, away and goalkeeper adult-sized shirts, made by Nike, on sale for £89.99. Clubs also came under fire from peers.
Tory Lord Ranger said: “As a football fan and one with two small boys who I have to continually provide kits for, even if they are Spurs kits and the season hasn’t been the best, the problem we have is the naked commercialisation of clubs, when it comes not just to one kit, but to multiple kits, plastered with sponsors from multinational companies, so there is vast revenue coming in from these kits anyway.”
View 4 ImagesScotland qualified for the World Cup in November(Image: SNS Group)
Baroness Twycross said she was not aware of the independent football regulator’s position. Conservative former minister Lord Vaizey of Didcot said: “While I appreciate the sentiment of regulating sports shirts, where does this end?
“We know the Government is apparently planning to regulate prices in supermarkets on eggs and milk, it’s been roundly condemned by retailers. Will it extend to season tickets? Sky Sports subscriptions? It’s a dangerous road the minister is being invited to travel.”
Baroness Twycross said the Government was not planning to cap supermarket prices.
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