Four pairs of boots or a new England shirt?

The new jersey of the England national football team for the upcoming FIFA World Cup has attracted huge public attention — but not only because of its design. The record-high price has shocked fans. As the nation prepares for a title push under Thomas Tuchel, loyal supporters of the Three Lions are facing costs rising almost twice as fast as inflation. Nike, the technical sponsor (under a 400 million pounds deal), has released new pricing that sets a new benchmark. For the “match jersey” (the version worn by players), adult fans will have to pay as much as 155 euros. That’s a 10% increase compared to the kits from UEFA Euro 2024. Even kids’ versions now cost a three-digit sum — around 133 euros. If you want to put your name on the back, it will cost additional 70 euros. So, a simple task to ChatGPT: what can you buy for 23000 KSH (which is roughly around 155 euros) reveals that you can buy shoes, jewelry, groceries for a month, or even start a small business!

English fans are particularly frustrated because these prices apply to a “blank” jersey. If you want the name and number of your favorite player, you’ll need to pay an additional £60, pushing the total price up to an incredible £195 (over €230). The biggest design change relates to symbolism that already caused outrage in 2024. The previously “modernized” multicolored St George's Cross has been removed. Instead, the new jersey features the inscription “Happy and glorious” inside the collar — a line from the English anthem dedicated to the monarch.

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Nike describes the new kit as a “modern, all-white design celebrating English heritage,” while the away kit returns to the classic red (replacing the previous purple). In the promotional video, directed by musician Mike Skinner, several star players appear: captain Harry Kane, along with Jude Bellingham, Marcus Rashford, Jordan Pickford, and Elliot Anderson. Interestingly, Ben White has also returned to the squad, confirmed by his appearance in the promo — marking the end of his “exile” after a conflict during the previous tournament. England will debut these kits on Friday in a friendly against Uruguay, followed by another match against Japan on Tuesday. This move by the The Football Association and Nike has once again sparked debate in England: have national team jerseys become unaffordable for the average working fan, despite being promoted as a symbol of national pride?