Police have seized counterfeit football shirts and kits worth more than £18 million over the course of the World Cup, the City of London Police have said.
Officers removed more than 220,000 fake shirts from sale since January 2026 in a nationwide enforcement operation led by the force’s Police Intellectual Property Crime Unit (Pipcu). The total genuine retail value was estimated at £18.5 million.
Four people were arrested by Pipcu on suspicion of selling counterfeit shirts, and a further two arrests were made by other police forces. The City of London Police said their operation focused on online marketplaces and live shopping apps as well as traditional market stalls, as offenders increasingly use tech platforms to sell counterfeit goods.
Warning over harmful materials and organised crime
Counterfeit shirts are produced in unsafe and unregulated conditions and can contain harmful materials that fail safety standards, while profits from the sales are used to fund criminal operations, police warned.
“Counterfeit football shirts aren’t a harmless bargain, they are a key revenue stream for organised crime groups, helping to mask and fund the criminality happening behind the scenes,” Detective Chief Inspector Amanda Lowe, head of Pipcu, said.
“As World Cup fever began to build, partners across the country came together to tackle this ever-growing issue. Our aim was simple; to ensure fans enjoyed the tournament and supporting their team in a shirt that’s safe and legitimate.”
Broader impact on legitimate business and fans
City of London Police warned the sale of counterfeit goods deprives rights holders and legitimate businesses of revenue, while putting buyers’ personal data at risk and exposing them to financial fraud.
“This is anything but a victimless crime,” Helen Barnham, head of enforcement engagement at the Intellectual Property Office, said. “The trade in counterfeit goods is estimated to cost thousands of jobs in the UK each year and supports other forms of serious crime – harming legitimate businesses, society and the wider economy.”
A spokesperson from the Football Association further warned fans: “We would strongly advise all fans to avoid counterfeit products. Not only are such products often poor quality but brand abuse and counterfeiting negatively impacts the FA’s role as a not-for-profit organisation that directly funds all levels of our national game.”
Tips for spotting fakes and concerns over rising shirt prices
Buyers trying to assess whether a football shirt is fake have been advised to check the price, inspect stitching – especially around the neckline and badge – look for low-quality fabric and a bad fit, and ensure logos and tags match the manufacturer. Handwritten numbers on care labels are also a sign of a counterfeit.
This follows reports that football fans face paying up to £90 for replica shirts after eight Premier League clubs increased their prices. Tottenham fans must now pay £90 for a replica adult first-team shirt, up £5 on last year, while a shirt for a child as young as three now costs £70. Chelsea’s shirts rose by £5 to £89.99, Ipswich Town shirts are up £6 to £65, and Leeds, Bournemouth and Hull shirts are all £5 more expensive.
Consumer expert Scott Dixon said: “These price rises will leave many loyal fans wondering when enough is enough. We see this year in, year out, and it smacks of blatant greed and an own goal that could backfire on clubs.”
