Tesco is cutting the price of its England and Scotland football kits by a quarter from Friday.

Fans are prepared to shell out for the same kit as their heroes

The supermarket chain says fans are being exploited and being made to pay inflated prices by manufacturers Umbro.

Tesco says it cannot get stock from the firm, forcing it to buy through middlemen.

Tesco Commercial Director, John Gildersleeve, said: "Sourcing these shirts has not been easy with official suppliers constructing many obstacles.

"However football shirts have been kept too expensive for too long.

"This is essential kit for fans and they can now get it at a realistic price."

Umbro denied it had snubbed Tesco and accused the supermarket of short-term promotion designed to entice customers into its shops.

Director of sports marketing Martin Prothero said Tesco had shown no interest in developing a "sensible sports apparel policy" before the World Cup.

Unlike Umbro, Tesco had no interest in the long-term good of football as a game or its fans, he added.

Bargains galore

Adult England shirts will be on sale in selected branches of the supermarket for £33, with the kids version retailing at £25. Tesco will also be selling tracksuits, shorts and t-shirts.

It is not the first time that Tesco has waged war on expensive brand names.

It has also launched price assaults on Nike, Adidas, Calvin Klein, Ralph Lauren and Levis clothes and sportswear after the manufacturers refused to supply the chain.

Cut-price electrical equipment such as Sony play stations and camcorders have also been sold at discounted prices in Tesco's aisles.
 

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