2026 FIFA World Cup: Replica Kit Pricing

Wednesday 20th May 2026 Lords Chamber

Question

15:28

Asked by

[Lord Walker of Broxton]

To ask His Majesty’s Government what assessment they have made of the increase in price of replica football kits for the 2026 FIFA World Cup, particularly in children’s sizes; and what plans they have to ask the Competition and Markets Authority to examine pricing practices in this market.

[The Parliamentary Under-Secretary of State, Department for Culture, Media and Sport (Baroness Twycross) (Lab)]

This summer’s World Cup is a brilliant opportunity to unite communities across the country, and we know just how much wearing the team colours means to fans. Unfortunately, while we recognise and share concerns over costs, setting prices remains a matter for manufacturers and the respective football associations. We do encourage them to ensure that kits are affordable, particularly for children. As an independent authority, it is for the Competition and Markets Authority to determine which cases to investigate according to its prioritisation principles, but it has a track record of taking action.

[Lord Walker of Broxton (Lab)]

I thank my noble friend the Minister. 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 with many investigations having shown that 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 to develop clearer guidance and protocols on supply and profit margins?

[Baroness Twycross (Lab)]

We strongly condemn the sale of counterfeit merchandise, which fuels organised crime and bypasses critical safety standards. Buying fake kits directly funds serious criminal networks and deprives grass-roots football of vital investment. Furthermore, fake kit may not be subject to UK safety regulations, with very concerning reports of counterfeit shirts aimed at children being highly flammable. The Intellectual Property Office and the police work tirelessly to disrupt this trade.

[Lord Addington (LD)]

My Lords, kits always seem to be too expensive for everybody. They have done for a long time, and the club game has suffered from this for a long time as well. It would help if national teams were to publish what revenue they get from this and where it is spent to make sure that people know, because if they are doing something good with that money, at least that is some mitigation.

[Baroness Twycross (Lab)]

I hope the noble Lord will be reassured that I asked that specific question as part of my preparation. I was told that the FA puts money from the sale of such kits back into grass-roots football, which I am sure all noble Lords will appreciate. However, that does not detract from the fact that they are prohibitively expensive, which excludes some people from having them. The pricing is part of a multi-year deal between the FA and manufacturers, and the prices reflect consistently high prices internationally. I will ensure through officials at DCMS that the FA has noted the points raised in this debate in your Lordships’ House.

[Lord Ranger of Northwood (Con)]

My Lords, I speak as a football fan with two small boys who I continually have to provide kits for, even though they are Spurs kits and this season has not been the best. The problem we have is the naked commercialisation of clubs when it comes to not just one kit but multiple kits, plastered with sponsorship from multinational companies, so there is vast revenue coming in from these kits anyway. It is a challenge for spectators and fans to belong to the club, and the clubs like to make the link that they are for the fans. What is the Independent Football Regulator’s view on the price of kits and the multitude of kits?

[Baroness Twycross (Lab)]

I am not privy to the Independent Football Regulator’s precise views on this, but the Government established the Independent Football Regulator specifically to put hearts back at the centre of how clubs operate. This will include issues around pricing and consultation about a whole range of things. I look forward to seeing how the Independent Football Regulator works in practice, both with the football clubs and leagues, but also representing the interests of fans in this way.

[Lord Foulkes of Cumnock (Lab Co-op)]

My Lords, with no disrespect to my noble friend Lord Walker, England is not the only national team at the World Cup. If my noble friend the Minister is making representations, will she make representations also to the Scottish FA in relation to kits? While she is doing that, will she also ask it to investigate how Celtic managed to steal the Scottish Premier League?

[Baroness Twycross (Lab)]

I have really missed responding to my noble friend Lord Foulkes’ questions. It is always good to have a question from him. I did ask how the kits and strips for other home nations compared in pricing with the England kit. I understand, without promoting them specifically, that the adult Adidas strips for other home nations come in at a much more reasonable price. Clearly, it is still a concern when people are outpriced in this way, so I will pass on his comments through the Scotland Office in the same way. I know all noble Lords will wish both home teams all the best in the World Cup.

[Baroness Northover (LD)]

My Lords, is the Minister aware that I have been instructed by my ecstatic kids that I need some updated Arsenal kit? Should I go along with what they suggest?

[Baroness Twycross (Lab)]

Absolutely. Whichever club noble Lords support—I support a club that has, sadly, been relegated—the joy that was apparent from all supporters, including the Prime Minister, at Arsenal’s victory is just uplifting. Congratulations to them and to all their supporters.

[Lord Vaizey of Didcot (Con)]

My Lords, as a Chelsea fan, I take this opportunity to congratulate Arsenal on winning the Premier League and to commiserate with Spurs on their imminent relegation.

I have to say that I am confused by these exchanges— a retailer inviting government interference on prices, a Conservative doing the same and a Scotchman inviting English interference in Scottish sport. I do not know which way to turn. However, while I appreciate the sentiment of regulating sports shirts, where does this end? We know that the Government are apparently planning to regulate prices in supermarkets on eggs and milk, which has been roundly condemned by retailers. Will that extend to season tickets and Sky Sports subscriptions? It is a dangerous road that the Minister is being invited to travel down.

[Baroness Twycross (Lab)]

It is also a road that is full of mythology and misunderstandings about where the Government are going. The Exchequer Secretary was emphatically clear this morning that capping supermarket prices is not something that the Government are considering, although clearly the price of food is of deep concern to many people, given the rising cost of living, and is something that the Government share their concerns on.

[Lord Sharpe of Epsom (Con)]

As a West Ham fan, I have absolutely nothing to say about football. Following on from my noble friend’s question, does the Minister agree that, rather than inviting the Competition and Markets Authority into ever more marginal consumer pricing questions, the Government’s priority should be serious reform of the competition regime itself? In particular, will the forthcoming competition reform legislation ensure that the CMA supports innovation, investment and growth and does not become a brake on British business?

[Baroness Twycross (Lab)]

The CMA does not come under DCMS, as people will understand, but we are keen to make sure that it has the teeth to take action. I have a line somewhere in my brief about the additional powers that we are giving it, and I know that those are intended specifically to give it the teeth to act decisively and provide the challenge as part of the regulatory regime that it operates.

[Lord Sikka (Lab)]

My Lords, the production cost of a typical replica football kit is less than 10% of the selling price. Companies such as Nike and Adidas use an opaque network of offshore entities to inflate costs by adding royalty, licensing, marketing and other payments through intragroup transactions—in short, they shift profits. Does the Minister agree that profiteering cannot be tackled without an investigation of profit shifting by companies? If so, when will the Government commission that investigation?

[Baroness Twycross (Lab)]

My noble friend has raised a number of issues. We are keen, to go back to the initial Question, to urge manufacturers to keep kits affordable. We want to make sure that football remains accessible, but pricing is ultimately a matter for the relevant football association and its manufacturing partners. We are not intending to dictate pricing in this respect, but we urge manufacturers to keep kits affordable to make sure that everyone can enjoy supporting our teams domestically and internationally and that we continue to share the highs and lows of our national sport.