Scotland fans have expressed their unhappiness after the new national team anniversary shirt was priced at £90 by retailer JD Sports.
The Scottish FA launched the new shirt to mark the 150th anniversary of the Scotland team’s first international match against England.
That game, played at West Of Scotland Cricket Club’s ground in Partick, was the first international fixture played anywhere in the world.
The new shirt, which takes design inspiration from the “uniform” worn by players in that historic match, went on sale through the SFA’s retail partner JD Sports and has already sold out online.
However, fans have been taken aback by the cost, with the shirt priced at £90 for adults and £70 in childrens’ sizes. Initial discount codes for the JD Sports app brought the price down to £63 initially, and then £76.50.
The most recent national team shirt, launched in 2022, cost £65 for an adult shirt and £50 for children.
Supporters took to social media to share their dismay at the cost, with many saying they wouldn’t pay the price.
The Scottish Football Supporters Association described the prices as “extortionate” and called on Hampden bosses to donate some of the profit to charitable causes.
The SFSA said: “Fans have rightly expressed their disappointment towards the release of Scotland’s 150th anniversary shirt today. With prices set at an extortionate £90 for an adult top, there is clear failure to consider the current cost of living crisis that fans across the country face.
“The passion and commitment of fans has arguably been exploited rather than rewarded and the SFA have failed to show appreciation for Scottish football fans – something far too common over the last 150 years.
“The SFSA call on the SFA to donate a percentage of profits back to fans and support those who need it most, via charities such as TA Sunshine Appeal, Fans Supporting Foodbanks Scotland, Back Onside and others.”
Duncan Lean tweeted: “Nicest (Scotland national) football shirt for ages. But at £90, I won’t be buying myself, or my kids, one”.
Another Twitter account simply titled “Scotland Fan” wrote: “The Scottish FA take our membership and support for granted.”
Popular Scottish football account Pie and Bovril described the price as “eye-watering”.
He wrote: “New Scotland 150th anniversary shirt on sale now at JD Sports at an eye watering headline price of NINETY POUNDS!”
Mark McMullan tweeted: “What an absolute embarrassing launch of new Scotland anniversary top, widely lauded prelaunch for not only how good it looked but great design rationale. Then launch day comes round & its retailed at £90… No football supporter should ever be charged that for a new top.”
Other fans described the cost as “a rip off” and said that the price was too high during the cost of living crisis.
The Scottish FA has not commented on the uproar. A JD spokesperson said: “We have seen strong demand for the Scotland 150th anniversary kit.
“We are working hard to ensure as many customers as possible can buy these anniversary shirts in store or online. JD is proud to be the exclusive retailer of the SFA.”
The shirt, manufactured by Adidas, is in the national team’s traditional dark blue with a round white collar and woven crest. It features a Lion Rampant crest similar to that on the early Scotland shirts and has a striped trim on the sleeve in reference to Queen’s Park, whose players formed the basis of the first team.