Being able to support your country during the World Cup should be free, but nonetheless this year to wear the England team's 'authentic matchday' shirt proudly on your back is going to set you back a staggering £90.
At the time of the announcement Twitter was flooded by outraged fans who felt hard done by and robbed. However, England do not seem to be the only one's guilty of charging fans these extortionate prices.
Even though some time has past now since this news caused uproar amongst the nation the Mirror have revealed that the average price for a replica shirt across the world works out at £62.
France and the Netherlands aren't too far behind England - their shirts are priced at a hefty £70. That's more than the £60 charged by Nike for the standard England replica kit.
However, the winner definitely has to go to Italy who are asking for a grand total of £124 for their authentic limited edition top.
So, it seems that once put into context with other nations England fans aren't alone in their quest to decrease the price. Leading sports retailers have proved that their alliances lie with the rest of the public after refusing to stock the shirts which is a comforting thought for upset fans.
Sports minister Helen Green has expressed her angst towards the price when said said: "On £90 football shirts for fans, it's not right. Loyal supporters are the bedrock of our national game - pricing needs a rethink."
It is abundantly clear that through this high pricing a large proportion of the nation is left unable to afford the shirt which in turn could cause widespread angst towards the government.
Prime Minister David Cameron has even shared his distaste towards the shirt prices, saying: "Parents are under enormous pressure to buy the latest kit and we shouldn't be taken advantage of."
Moreover, looking at the bigger picture you can't help but think that both the merchandising and advertising surrounding the World Cup is just one big money making scheme.
According to The Guardian sportswear manufacturers are to make an expected gain of $12.6 - $14.5 billion alone, which raises speculation as to how much of the profits are going directly to Brazil.
Whether or not the price of these shirts are going to be decreased is still under debate but with the World Cup right around the corner the chances are looking slim, but at least England fans don't have to feel like they are the only ones who have been robbed.
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