Counterfeit football shirts and kits totaling over £18 million in value have been confiscated during the World Cup period, according to the City of London Police. Since January 2026, law enforcement officers have taken down more than 220,000 fake shirts in a nationwide crackdown led by the Police Intellectual Property Crime Unit (Pipcu). The estimated genuine retail worth of the seized goods was £18.5 million.
In connection with the illicit sale of counterfeit shirts, four individuals were arrested on suspicion of involvement, with additional arrests made by other police units. The City of London Police emphasized a focus on online platforms, live shopping apps, and traditional market stalls where counterfeit goods were being sold.
Authorities cautioned that counterfeit shirts are manufactured under unsafe conditions, often containing hazardous materials that do not meet safety standards. The proceeds from these illegal sales are used to support criminal activities, as highlighted by Detective Chief Inspector Amanda Lowe of Pipcu.
Efforts to combat counterfeit goods involve collaboration between law enforcement agencies, the government, and industry partners to tackle this illicit trade that negatively impacts legitimate businesses and society. Consumers are advised to be cautious when purchasing football shirts, ensuring they check for signs of counterfeiting such as suspiciously low prices, poor quality stitching, and mismatched logos and tags.
Additionally, football fans are urged to buy from official retailers or club stores, verify website legitimacy, and be wary of unauthorized sellers using official product images without proper credentials. Recent reports have raised concerns over rising prices of replica shirts, with several Premier League clubs increasing their prices, potentially pricing fans out of purchasing official merchandise.