Sports Direct was selling t-shirts celebrating England being World Champions 2019 before the Rugby World Cup final was over.
Not known for their subtlety when it comes to marketing campaigns, the Mike Ashley owned company started messaging their customers at half time to say the official winners' shirts, which were emblazoned with the English rose crest and the words "World Champions 2019", were on offer at £5 during half time of England's match against South Africa in Yokohama.
Eddie Jones' men were one match away from doubling their World Cup tally but the Springboks were just too strong for them and were convincing champions with a resounding victory at 12-32 .
But as the southern hemisphere side led at halftime 6-12, Sport Direct began the half price offer. After the whistle blew for the second half, the price returned to £10.
The offer said: "Sometimes celebrating early pays off. Show your confidence in England by grabbing our England Winners tee at half time, for half price."
But after the game had finished, the shirt seemed to be off the market as an Error 404 page came up when people tried to purchase it.
The t-shirt was met with derision by people on social media, especially those with a Welsh, Scottish or Irish background.
One said: "Can't believe that was a genuine email from Sport Direct at half time."
Mike Applegate-Lewis said: "I'm sure someone at Sports Direct thought selling England champion shirts at HT would be a cute and fun way to get PR and shift shirts. How'd that workout?"
Geth Johnson said: "Rumours have it that Sports Direct are now paying you £10 to take one off their hands.... Possible uses .... Drying the dishes .... S*** shirt social night....workshop rags."
Dr Owain Connors said: "Oh my God, this is a genuine email I got from Sports Direct at half time..."
England fan David Gardiner showed some hope in his tweet. He said: "Sports Direct jumping the gun. Let's save this one for 2023."
Sports Direct have been contacted for comment.
