Hundreds of people turned out to buy a football shirt for 1p with queues stretching right round a city centre.
Coventry City fans were able to purchase a coral away shirt at two pop-up shops. By mid-morning there was an expected wait time of more than three hours at the city centre stand.
The company offered the shirts at the CBS Arena and Broadgate Square ahead of the Sky Blues match against Leicester City at the CBS arena.
Fans were queuing for more than hour before the Broadgate pop-up shop, run by online bank Monzo, opened. Some fans on social media joked they would still be in the queue when the match kicked off at midday.