Over £18 million worth of counterfeit football shirts and kits have been confiscated during the World Cup, according to the City of London Police. The Police Intellectual Property Crime Unit (Pipcu) led a nationwide operation resulting in the seizure of more than 220,000 fake shirts since January 2026, with an estimated genuine retail value of £18.5 million.
Law enforcement officials arrested four individuals suspected of selling counterfeit shirts, while other police forces made two additional arrests. The City of London Police emphasized targeting online marketplaces, live shopping apps, and traditional market stalls where counterfeit goods were being sold.
Authorities warned that counterfeit shirts are manufactured in unsafe conditions, often containing harmful materials that do not meet safety standards. The profits from these illegal sales are used to support criminal activities, posing risks to buyers and legitimate businesses.
Detective Chief Inspector Amanda Lowe of Pipcu emphasized that counterfeit football shirts are not harmless purchases but contribute to funding organized crime. Efforts to combat this illegal trade involve collaborations with law enforcement, government agencies, and industry partners to safeguard fans and legitimate businesses.
Counterfeit goods not only harm the economy but also jeopardize personal data security. The Intellectual Property Office highlighted the negative impact of counterfeit products on legitimate businesses and urged consumers to be cautious.
Fans were advised to avoid purchasing counterfeit products, as they may be of poor quality and support criminal activities. To identify fake football shirts, buyers should check pricing, stitching quality, fabric, fit, logos, tags, and product codes. Authentic purchases from official retailers are encouraged to ensure product legitimacy and quality.
The rise in prices of replica football shirts at Premier League clubs has raised concerns about affordability for fans. Price increases at several clubs have sparked criticism from consumer experts, who warn that excessive pricing could alienate loyal supporters.
Consumer advocate Scott Dixon criticized the price hikes, labeling them as excessive and potentially alienating loyal fans. The ongoing issue of inflated prices for football kits remains a point of contention among supporters and industry observers.