In defence of the club here, I agree that £45 for a template shirt is a lot.
Having said that, it has been worked out above that the clubs mark up is around £16-£17 after VAT and the application of club crest and sponsor. This mark up falls even further when you take into account the fact that...
I found the Goalie shirt for more or less the same price. #Fail
http://m.sportsdirect.com/mt/www.sportsdirect.com/nike-england-away-stadium-shirt-2014-goalkeeper-371220?un_jtt_v_un_PDP=yes&un_jtt_v_un_info=&un_jtt_v_un_pers=&un_jtt_redirect