A sports store chain has overhauled its policy on personalising football shirts after one was sold bearing a slogan mocking the Hillsborough Disaster.
Sports Direct printed a Manchester United top with "96" and "Not Enough" on, and an insult about Liverpudlians.
the shirt actually said "Y.S.B. (you scouse bastards) 96 NOT ENOUGH
The company apologised and said "with immediate effect" shirts would only be printed with current footballers' names and numbers on.
The employee who took the order did not realise the insult, the firm added.
A man paid £55 for the shirt, from one of the company's 470 stores, with the reference to the 96 Liverpool fans who died at the Hillsborough stadium on 15 April 1989.
The supporters were crushed to death during Liverpool's FA Cup semi-final against Nottingham Forest at the stadium in Sheffield.
It is an absolute disgrace and Sports Direct should be ashamed
Margaret Aspinall, Hillsborough Family Support Group
The insult came to light when images of the shirt were posted on the social networking site, Facebook.
The man's Facebook page has since been shut down.
Despite Sports Direct claiming the employee took the order "unknowingly", families of Hillsborough victims have said they are appalled.
Chairman of the Hillsborough Family Support Group, Margaret Aspinall, whose 18-year-old son James died, said: "I think Sports Direct are worse than the guy who wanted it put on the back of his shirt.
"Printing that message is like inciting trouble, it is an absolute disgrace and Sports Direct should be ashamed.
"It's 20 years down the line and I don't believe it possible someone printing football shirts wouldn't know what the message meant.
"Fans can go too far in their rivalry towards other clubs, and this is way over the line."
The sports chain is owned by Newcastle United owner Mike Ashley.
A company spokesman said: "As a result, Sports Direct has taken immediate action and changed the administration policy for printing football shirts across its store network."
sourceBBC NEWS | England | Merseyside | Company prints Hillsborough slur
Sports Direct printed a Manchester United top with "96" and "Not Enough" on, and an insult about Liverpudlians.
the shirt actually said "Y.S.B. (you scouse bastards) 96 NOT ENOUGH
The company apologised and said "with immediate effect" shirts would only be printed with current footballers' names and numbers on.
The employee who took the order did not realise the insult, the firm added.
A man paid £55 for the shirt, from one of the company's 470 stores, with the reference to the 96 Liverpool fans who died at the Hillsborough stadium on 15 April 1989.
The supporters were crushed to death during Liverpool's FA Cup semi-final against Nottingham Forest at the stadium in Sheffield.
It is an absolute disgrace and Sports Direct should be ashamed
Margaret Aspinall, Hillsborough Family Support Group
The insult came to light when images of the shirt were posted on the social networking site, Facebook.
The man's Facebook page has since been shut down.
Despite Sports Direct claiming the employee took the order "unknowingly", families of Hillsborough victims have said they are appalled.
Chairman of the Hillsborough Family Support Group, Margaret Aspinall, whose 18-year-old son James died, said: "I think Sports Direct are worse than the guy who wanted it put on the back of his shirt.
"Printing that message is like inciting trouble, it is an absolute disgrace and Sports Direct should be ashamed.
"It's 20 years down the line and I don't believe it possible someone printing football shirts wouldn't know what the message meant.
"Fans can go too far in their rivalry towards other clubs, and this is way over the line."
The sports chain is owned by Newcastle United owner Mike Ashley.
A company spokesman said: "As a result, Sports Direct has taken immediate action and changed the administration policy for printing football shirts across its store network."
sourceBBC NEWS | England | Merseyside | Company prints Hillsborough slur