Football kits have become "completely unaffordable" for many families, a supermarket boss has warned, as he urged the government to tackle the issue of soaring prices and the proliferation of counterfeit merchandise ahead of the World Cup.
Lord Richard Walker of Broxton, the Labour peer who is executive chairman of Iceland and the government’s "Cost of Living Champion”, highlighted that the prohibitive cost of officially licensed football gear is increasingly forcing households to turn to cheaper, fake alternatives.
