The group said it was on course for half-year profits of £8million — £3.5million less than expected — sending the shares down 28dp to 172bp, topping the FTSE 250 fallers.

Sales in the six months to the end of July were 4.3 per cent down on a year earlier when demand for England football shirts was boosted by the World Cup.

Finance director David Greenwood said the wet weather and growing constraints on shoppers’ spending power had also affected the business.

JJB said second-half sales would be the same as last year, prompting analysts to cut their full-year profit forecasts by
£12million to £35million.

It is in talks with Adidas and Nike after disappointing sales of their products, since the brands were given their own dedicated space in its shops.