Asda to let fans swap worn football shirts if England or Scotland miss out on a place in the final

With 80 percent of Brits saying football shirts are too expensive, Asda is not only selling adult England and Scotland shirts for just £12, but also giving fans a no risk way to back their team – with the chance to swap their worn George shirt if the dream ends early 

This summer, Asda is helping football fans back their teams to the final, with a new exchange policy that allows customers who purchase a George football shirt in-store to swap it for another item of clothing if England or Scotland don’t make it to the final – ketchup stains and all.

With a wide range of England and Scotland-inspired products available online and in-store at George this summer,fans can get behind their team for less. The Shirt Happens swap initiative applies to five selected shirts priced at £12 and under: the Men’s Scotland Football FIFA Tee, Men’s Three Lions England Tee (White), Men’s Three Lions England Tee (Red), Boys Scotland FIFA Tee and Boys England FA Shirt. Whether it’s covered in beer from a last-minute winner, marked by matchday snacks, worn to death in the pub garden or caught in the chaos of celebrations, fans can wear their George shirt properly throughout the tournament and still swap it for something they’ll get more wear out of if their team’s dream ends early – because shirt happens.

The move comes as new research from Asda reveals that Brits – from die-hard supporters to fair-weather fans only tuning in for the big tournaments – are being priced out of football shirts this summer, with 80% saying they have become too expensive for the average fan and over half admitting they have decided not to buy one because of the price.

The study of 2,000 adults found that 74 percent of Brits don’t find the current price tag of football shirts affordable, rising to 80 percent among those who only watch football during major tournaments and 93 percent among those who don’t consider themselves football fans.

And with official shirts often costing close to £100, fans are not just thinking twice about buying them – they’re worrying about wearing them too. Two in five Brits admit they worry about getting their football shirt dirty because it is so expensive, while 50 percent say they would choose a cheaper T-shirt when watching a game to avoid damaging their main shirt.

The research found that 58 percent of Brits think a fair price for a football shirt is between £25 and £49, increasing to 62 percent among fair-weather fans. With prices starting from just £5, George’s England and Scotland-inspired range offers fans a more affordable way to show their support throughout the tournament.

And for those who don’t follow football all year round, team colours are still a key part of getting involved.  44 percent of Brits say wearing team or country colours helps them feel part of the occasion, even if they don’t follow football closely, rising to 55 percent among fair-weather fans. A further 46 percent of fair-weather fans say they don’t usually own or wear football shirts but would consider it for a big tournament.

The high cost of official merchandise is making many fans question whether it’s worth the spend, with 55 percent of Brits saying they are unlikely to buy official football shirts because they would only wear them occasionally. This has created clear demand for more affordable options, with many feeling football merchandise should be more accessible to casual fans.

The shirt swap could give fans another reason to get involved, with 50 percent of Brits saying they would be more likely to buy a football shirt if they could return or exchange it after the tournament, rising to 53 percent among fair-weather fans.

An Asda spokesperson said: “Football shirts are a big part of tournament culture, but fans shouldn’t have to spend a fortune to feel part of it”.

“t Asda, we’re focused on helping customers get more for their money, and our George shirts give fans a cheaper way to back their team this summer. With the shirt swap, we’re going one step further – giving fans the freedom to wear it, celebrate in it and still swap it for something they’ll get more wear out of if their team’s dream ends early.”

The full range will be available to shop online and in selected Asda stores this summer, with prices starting from £5. Customers can choose from five England and Scotland-inspired styles across adult and kids’ sizes, including two adult England designs, one kids’ England design, one adult Scotland design and one kids’ Scotland design. Customers must purchase their shirt in-store to be eligible for the Shirt Happens swap offer.

Fans will have 24 hours from England or Scotland being knocked out of the tournament to return their shirt. If either team reaches the final, the shirt swap offer will no longer apply.

Any shirts returned through the Shirt Happens initiative will be donated to charity. Further information on pricing, availability and how to shop the range can be found on the Asda website.