2026 FIFA World Cup: Replica Kit Pricing

Lord Walker of Broxton Excerpts

Wednesday 20th May 2026 Lords Chamber

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.