Some kit manufacturers have been fined for price fixing in the past

The firm's stores will sell adult shirts for �29 and children's for �24 - �10 cheaper than some specialist sports chains, Asda have claimed.

Manufacturers have previously been accused of trying to prevent supermarkets stocking their products.

Asda has called for other kit makers to sell strips at a "fair" price.

Supermarket chains including Asda, Sainsbury's and Tesco had previously only been able to get football shirts in stock by using the so-called grey market, which involved buying them in from Europe rather than directly from the manufacturer.

At last we're starting to see the whistle blown on rip-off football shirt prices Paul Crier Asda

Asda's deal with Diadora is the first time a major kit manufacturer has agreed to allow its shirts to be sold in a supermarket.

Asda said it now planned to approach Nike, Adidas and Umbro to ask them if they would be prepared to supply the supermarket chain in the future.

It has also set up a website petition calling on manufacturers to reduce the retail price of their shirts.

Asda's general manager for sporting goods Paul Crier said: "At last we're starting to see the whistle blown on rip-off football shirt prices."

The shirts will go on sale on Saturday in 38 Asda stores in Scotland.

Earlier this month, a BBC investigation uncovered the rules imposed by some kit manufacturers to prevent supermarkets stocking replica shirts.

Quality standards

They included stipulations which gave the manufacturer the right to approve fixtures and fittings and to have its products displayed in areas "which are distinctly separate and differentiated from fixtures displaying different types of products".

The criteria made it difficult for supermarkets to stock the kits because they would have to put them near other kinds of product, such as food.

Some supermarkets have alleged the rules were introduced to ensure the football shirts would only be sold in shops which would stick to the retail price rather than supermarkets which would be more likely to sell them as cut-price "loss-leaders".

But the manufacturers insist they are to ensure customers are able to make purchases in a retail environment that meets minimum quality standards.

In 2003, the Office of Fair Trading fined companies including JJB Sports, JD Sports, Umbro, Manchester United and the Football Association for fixing the prices of products including the England and Manchester United shirts.