Asda is gearing up for a price war after the supermarket started retailing England World Cup shirts for half the recommended retail price.
The supermarket is selling 50,000 England shirts at £25 in-store and on its clothing website George.com.
Asda bought in the shirts from the grey market after official kit supplier Umbro refused to supply the supermarket direct, according to reports.
Andrew Moore, head of George at Asda, said: “We think it’s time we blew the whistle on rip-off merchandise. With domestic and European club shirts becoming increasingly popular, these prices can really add up.
“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,” he added.
The World Cup kicks off on June 11.