The prime minister’s comments come in the wake of the over the pricing of the kit, with shadow sports minister Clive Efford and QPR player Joey Barton expressing their disgust and criticising the "commercialism" that pervades football.
Their condemnation led to government sports minister Helen Grant tweeting yesterday that "it’s not right", "the pricing needs a rethink".
On £90 England shirts for fans, it's not right. Loyal supporters are the bedrock of our national game - pricing needs a rethink.
— Helen Grant MP (@HelenGrantMP)
Her comments have been backed by Cameron, who, appeared on BBC1’s 'Breakfast 'and said: "It's very expensive. I've got an eight-year-old boy, he's a massive football fan.
"Parents are under enormous pressure to buy the latest kit and we shouldn't be taken advantage of."
Meanwhile, Cameron’s official spokesman told reporters yesterday that while it "was a matter for the manufacturers and the FA", a rethink would be "welcome".
The Nike England kit replaces the previous kit introduced last May, when Nike succeeded Umbro as kit sponsor.
The highest-priced Nike "match" shirts cost £90 and are identical to those to be worn during this summer’s World Cup finals in Brazil. Other shirts are priced £60 for "stadium" shirts and £42 for shirts for children aged between eight and 15.
The FA reacted to the outcry by distancing itself from the furore, issuing a statement that said: "The FA's policy is to avoid any involvement with how its partners/licensees set their prices, so as to avoid any risk of or implications of price fixing."
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