England kit sales up despite early World Cup dump

The England football team may have been dumped out of the World Cup in the quarter finals but for the makers of the squad's distinctive '3 Lions' kit the tournament was a spectacular success. Umbro, which made the kit worn by the England team during its famous World Cup victory in 1966, said this year's event had made for the best-selling away shirt of all time. It said total wholesale equivalent sales - effectively sales at retail prices - experienced a 41 percent increase on the same period last year and up 26 per cent compared with the last tournament year in 2004, Miles Costello of The Times (London) reported. Umbro makes kits for 150 football teams worldwide and income from wholesale contracts and additional royalty fees from licensees in Europe, Asia and Latin America are all ahead of last year.