Asda is launching a football shirt exchange scheme that will allow customers to swap selected George shirts if England or Scotland fail to reach the final this summer.

The supermarket said the “Shirt Happens” initiative is designed to give fans a cheaper and lower-risk way to back their team during the tournament.

Customers who buy one of five selected England or Scotland-inspired George shirts in store will be able to exchange it for another clothing item if their team is knocked out before the final.

The offer applies even if the shirt has been worn during the tournament, including if it is stained or damaged through matchday celebrations.

The scheme covers selected adult and children’s shirts priced at £12 and under, including men’s England and Scotland T-shirts, boys’ Scotland FIFA T-shirt and boys’ England FA shirt.

Fans will have 24 hours from England or Scotland being knocked out of the tournament to return their shirt. If either team reaches the final, the swap offer will no longer apply.

Any shirts returned through the initiative will be donated to charity.

The launch comes as new research from Asda found 80 per cent of Brits believe football shirts are too expensive, while more than half said they had decided not to buy one because of the cost.

The study of 2,000 adults found 74 per cent do not see current football shirt prices as affordable, rising to 80 per cent among those who only watch football during major tournaments.

Two in five Brits said they worry about getting an expensive football shirt dirty, while 50 per cent said they would choose to wear a cheaper T-shirt while watching a game to avoid damaging their main shirt.

Asda said its George range, with prices starting from £5, offers a more affordable way for fans to wear team colours this summer.

The retailer also found that 44 per cent of Brits said wearing team or country colours helps them feel part of the occasion, even if they do not closely follow football.

An Asda spokesperson said: “Football shirts are a big part of tournament culture, but fans shouldn’t have to spend a fortune to feel part of it.

“At Asda, we’re focused on helping customers get more for their money, and our George shirts give fans a cheaper way to back their team this summer.

“With the shirt swap, we’re going one step further, giving fans the freedom to wear it, celebrate in it and still swap it for something they’ll get more wear out of if their team’s dream ends early.”

The full range will be available online and in selected Asda stores this summer. Customers must buy their shirt in store to be eligible for the swap offer.

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