The price of the new national team jerseys is causing outrage among fans.

With the countdown to the 2026 World Cup, which will be held from June 11 to July 19 in the United States, Mexico, and Canada, the new jerseys of the national teams are generating a wave of outrage among fans. France, for example, revealed its new kits in blue and mint green, but what should have been a cause for celebration has turned into a controversy due to the exorbitant prices set by Nike for its products. The name of the campaign, “Braquage” (which means “Robbery”), seems to have been chosen to match the collective indignation.

The spokesperson for the fans’ group Irrésistibles Français, Guillaume Auprêtre, did not hold back in his criticism of the price increase, making a biting irony about the title of the campaign: “In this case, the word ‘robbery’ was well chosen in relation to the price of the jerseys,” he stated. Auprêtre did not hide his concern over what he considers an excessive increase: “110 euros for a replica jersey for the World Cup is increasingly expensive. In 2024, jerseys started costing 100 euros, already more expensive than in previous years. Now, they are adding another 10 euros, in a context where the World Cup is set to be one of the most expensive in history… Here, the robbery is blatant. That was not the intention that Nike wanted to convey, but that is what we understand.”

But the controversy is not limited to France. In England, the situation is equally alarming. Fans wishing to equip themselves with the new jersey of the Three Lions will have to shell out record amounts. The price of an official adult match jersey has skyrocketed to £135, around €158, a rise that far exceeds the inflation rate. For those looking for a more affordable alternative, there is the stadium jersey, designed to be worn in the stands, which costs £89, about €108. However, if personalization with a name and number is desired, the additional cost can reach an impressive €69.

The outrage from fans in both countries raises critical questions about the accessibility of football-related products, especially at a time when passion for the sport is set to reach new heights with the World Cup on the horizon. By raising prices to this level, brands risk alienating their most dedicated fan base, which increasingly feels excluded from the opportunity to support their teams. It seems the message is clear: what should be a moment of celebration and unity is being marred by what many consider a true financial assault.

This article first appeared on Apito Final.