Authorities in the City of London Police have reported the seizure of counterfeit football shirts and kits valued at over £18 million during the World Cup period. Since January 2026, law enforcement officers have confiscated more than 220,000 fake shirts in a nationwide crackdown led by the Police Intellectual Property Crime Unit (Pipcu), estimating the total retail worth of authentic items to be £18.5 million.
During the operation, four individuals were arrested for allegedly selling counterfeit shirts, with additional arrests made by other police units. The focus of the City of London Police’s efforts was on various online platforms and live shopping apps, in addition to traditional market venues, as criminals increasingly turn to tech channels to distribute fake goods.
Authorities cautioned that counterfeit shirts are manufactured under unsafe conditions, often containing hazardous materials that do not meet safety standards. Moreover, the proceeds from counterfeit sales are commonly used to finance illicit activities, according to police warnings.
Detective Chief Inspector Amanda Lowe, leading Pipcu, emphasized the serious implications of counterfeit football shirts, stating that these illicit products serve as a significant revenue source for organized crime, enabling criminal activities to persist undetected.
The City of London Police also highlighted the negative impact of counterfeit trade on legitimate businesses and rights holders, emphasizing the risks faced by buyers, including potential financial fraud and data breaches. Helen Barnham of the Intellectual Property Office underscored the detrimental effects of counterfeit goods on the economy and lawful enterprises, urging continued collaboration among law enforcement agencies, government bodies, and industry stakeholders to combat this illicit trade.
The Football Association cautioned fans against purchasing counterfeit products, as they may be of poor quality and undermine the FA’s support for grassroots football. Fans were advised to be vigilant in assessing the authenticity of shirts by checking for signs such as suspiciously low prices, poor craftsmanship, mismatched logos, and missing product codes.
Furthermore, it was reported that several Premier League clubs have raised the prices of replica shirts, potentially pricing out loyal supporters. Concerns were raised over the escalating costs of football merchandise, with experts criticizing the price hikes as excessive and potentially alienating fans from supporting their teams.
Consumer advocate Scott Dixon criticized the continuous price increases of football kits as unjustifiable and urged clubs to reconsider their pricing strategies to avoid alienating fans.
