Update:
According to Fussballblog, we already have the answer:



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As the Swiss know already about QR Codes, I hope they will be pleased to get these new England shirts after the game (or is there no more shirt exchange?). I hope we will see one of these new shirts or rather the secret QR Codes over at the Fussballblog.

Keep your shirt on

The new 2008 England Away Kit was official launched this afternoon and will make its debut at Wembley on Wednesday for Fabio Capello's first game in charge.

The new shirt, which sees the Three Lions crest in the centre of the chest, will be worn during the 2010 World Cup qualifying campaign and will mark the beginning of a new era for the team.

England’s rich heritage is married with revolutionary technology by incorporating a QR (Quick Read) code into the shirt’s label. This effectively serves to bring the shirt to life, enabling fans to access a unique QR website.

Upon photographing the code with their mobile phones, fans will be taken to the website where they can obtain exclusive content about UMBRO and England.

This is the first time that QR code has ever been incorporated into a football shirt.

See also:
Kaywa Reader on Umbro Site