The Premiership club have agreed to allow the Leeds-based shopping chain to offer its home and away shirts at cut price.

Asda will sell the adult Nike tops at £31.47 instead of the recommended price of £39.99 - a 21% reduction.

This is the first time a club has dealt directly with a major retailer knowing its merchandise will be heavily discounted.

Full range

Shirts and other Leeds United merchandise were launched in the shopping aisles of the city's Pudsey store on Wednesday.

But Asda spokesman Nick Agarwal said there were no plans to extend the scheme into other stores in the chain.

"We will be selling the full range of merchandise from shin pads to air fresheners but it will only be in the one store," said Mr Agarwal.

"Leeds are our local team and we are their local business and we are delighted to be leading the way."

Price fixing

A Consumer's Association spokesman said: "Leeds United and Asda are to be congratulated - and Leeds in particular for putting the interests of their fans first and helping them cut the cost of Christmas.

"A replica football kit is high on many kids' lists for Santa."

Children's shirts will be sold at £23.47 instead of £30.

The Office of Fair trading is currently investigating price fixing in relation to replica kits with manufacturer Umbro and Manchester United facing the prospect of massive fines if found guilty.