A Daily Star investigation has revealed that England fans are struggling to tell the difference between official team shirts and cheap counterfeit versions. The study found that 70% of Three Lions supporters could not distinguish between the authentic jersey and a £12 knock-off when presented with both. Furthermore, nine out of ten fans admitted they would rather purchase the fake version after learning which was which.
Record prices for official shirts
The current England shirt is the most expensive on record, even after adjusting for inflation. The shirt alone costs £90, rising to £105 if fans want a name printed on the back. For many supporters, this price is unaffordable, leading them to consider counterfeit alternatives.
Street test in London
Researchers headed to London's iconic Carnaby Street in Soho to test fans' ability to spot fakes. Seven out of ten people failed to correctly identify the legitimate version. Mike Cottrell, 25, said he is "England for life" but spending so much on a shirt is not realistic, especially given the similarity of counterfeits. He incorrectly identified the real shirt and called the fake a "tap-in," even asking where to buy one.
Jasmin Wilson, a Three Lions fan wearing a real England shirt, admitted she "couldn't really tell" the difference. While some "die-hard" fans may want the real thing, she said next time she would opt for the fake. "£12 versus £90? If you're wearing it to support the team and go to the pub, a fake is fine," she stated.
Matt Reece, 33, a former retailer and self-professed England obsessive, was able to tell the difference due to his background in clothing retail. However, he still claimed the knock-off was the obvious choice because of the price difference. "I've always gone for the authentic shirt, but I don't think I could stretch to £90 for an England shirt," he said.
FA response
A spokesman for the Football Association defended the pricing, stating: "Without the income generated from commercial activity such as sponsorship, licensing and merchandising, this would not be possible. Our aim is to protect football fans and protect and enhance those monies that we can reinvest back into the game."
