David Cameron has given his backing to calls for a "rethink" of the 90 pounds price tag on a new replica England football shirt.
The Prime Minister's spokesman said Mr Cameron agreed with sports minister Helen Grant, who said that the price being asked for a Nike "match shirt" identical to the ones that will be worn by players in this summer's World Cup in Brazil was "not right."
The England World Cup kits have been revealed! pic.twitter.com/77FVQI1fx7— ESPN FC (@ESPNFC) March 31, 2014
An adult "stadium" England shirt is priced at 60 pounds, while shirts for children aged between eight and 15 cost 42 pounds with mini-kits priced at 40 pounds. Ms Grant took to Twitter to say: "On 90 pounds England football shirts for fans, it's not right. Loyal supporters are the bedrock of our national game -- pricing needs a rethink."
Mr Cameron's spokesman told a regular Westminster media briefing: "He does agree with Helen Grant. I'm sure all fans would welcome a rethink." The spokesman added that it was "clearly not" for the Government to set the price of football shirts.
"It is a matter for the manufacturers and the FA, but does he agree with Helen Grant that 90 pounds is a great deal of money for a replica shirt? Absolutely. Would a rethink by the manufacturer be welcomed by all fans? I'm sure that would be the case."
The previous Nike kit has only been available since last May - for seven England matches - after the manufacturer took over from Umbro.
Shadow sports minister Clive Efford said the price of the shirts was "disappointing" while QPR's once-capped former England midfielder Joey Barton called it "appalling."
The Football Association said it avoids any involvement with kit manufacturers about pricing. Nike is selling other national team kits, such as Portugal's, for exactly the same prices.
"The FA is a not-for-profit organisation that puts 100 million pounds back into the game every year. It is through relationships with partners such as Nike that we are able to maintain that level of investment in football," an FA statement read.