Sports Direct, which owns the Sports World chain and Lillywhites, and the replica football kit maker Umbro both issued profits warnings based on projected replica kit sales.
Shares in Sports Direct, which has an agreement to buy 65 per cent of all England shirts, fell nearly 15 per cent, while Umbro was off 2.3 per cent.
Umbro which agreed to be taken over by Nike last month, said a fall in England ‘home’ kit sales would affect turnover in the current year, and added: "The effect on 2008 revenues, though still unclear, will be more pronounced due to a substantial reduction in our expected sales volumes for the new 'away' jersey.
