England fans wanting to look like the Lionesses are paying up to £150 for a replica kit – with souvenir editions marking their Euro 2025 triumph having virtually sold out just a day after going on sale.
The white “home” kit that the Lionesses wore on Sunday as they defeated Spain on penalties has been rebranded with “Champions 25” on the back, and costs £149.99 on the official online England Store.
On Tuesday morning, a day after going on sale and only hours before the Lionesses were due to parade their trophy through central London, the premium price women’s jersey was “almost gone” – with only extra small shirts left.
The men’s version of the shirt was also almost sold out, with only extra large left.
There was a similar rush for “super sub” Chloe Kelly “Kelly 18” replica shirts – despite a price tag of £139.99.
Both the white home shirt and navy away kit – which England wore in defeating Italy in the semi-final, in which Kelly scored an extra-time winner – were almost sold out, with only two sizes available in either design.
Kelly added to her fame by dropping the “F-bomb” during a live BBC broacast of the Lionesses victory parade in front of Buckingham Palace on Tuesday. “It’s so f***ing special,” she said.
Controversially, there was no “Champions 25” version of Hannah Hampton’s green goalkeeper’s jersey, despite her heroics in saving two penalties being a crucial part in steering the Lionesses to victory.
This has echoes of the controversy surrounding the delay in providing a Mary Earps replica shirt during the 2023 World Cup when she was England’s No1.
However a “stadium” replica of the England goalkeeper’s shirt, with “Hampton 1” on the back, can be bought for £84.99.
The “Champions 25” shirts, manufactured by Nike in Thailand, are believed to be among the most expensive football kit ever marketed.
Fans are effectively being charged a £25 premium to have “Champions 25” - in gold letters or numbers - added to the basic shirt design.
Children’s versions of the special edition shirts cost £89.99.
They cost even more than the limited-edition souvenir kit produced by Adisas for Arsenal Women fans in celebration of the team’s Champions League victory in May, in which they defeated Barcelona 1-0.
The Arsenal kit, also branded “Champions 25” in gold on the back of the shirts, has risen in price to £111 for an adult replica shirt and £146 for the “authentic” shirt made of the same more breathable material worn by the players.
The England kit worn by the Lionesses was released ahead of the 2025 Euros, which was held in Switzerland.
The commemorative kit features a “European Champions 2025” badge on the chest. The “match” version of the kit, which comes in a slim fit, costs £149.99.
But the same shirt is also available in a “stadium” design, which has a regular fit, for £109.99.
The “stadium” version of the both the home and away England shirt can be bought for £84.99 without any champions branding or player’s name or number. The “match” version without a player’s name or number costs £124.99.
According to the Nike product description, the shirt design is “Inspired by retro sportswear and Lioness kits of the past” and uses “classic English colours in a modern, energetic execution that looks to the future of the sport”.
A 10 per cent discount is available to fans who sign up to the England Store website. The England Store said the out-of-stock shirts were due to be restocked in August but could not give a precise date.
The Football Association has been approached for comment.
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