Counterfeit football shirts and kits worth over £18 million have been removed from sale during the World Cup, according to the City of London Police. Officers have seized more than 220,000 fake shirts since January 2026 in an enforcement operation led by the force's Police Intellectual Property Crime Unit (Pipcu). The total genuine retail value was estimated at £18.5 million.
Arrests and crackdown on online sales
Four people were arrested on suspicion of selling counterfeit shirts, with a further two arrests made by other police forces. The City of London Police said the 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.
Warnings about safety and organised crime
Counterfeit shirts are produced in unsafe and unregulated conditions and may contain harmful materials that fail safety standards, while profits from the sales fund criminal operations, police warned. Detective Chief Inspector Amanda Lowe, head of Pipcu, said: “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. 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. An issue of this scale demands a coordinated response, and we’ll continue working with our law enforcement, Government and industry partners to crack down on this illegal trade and the criminals who drive it.”
City of London Police also 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. Helen Barnham, head of enforcement engagement at the Intellectual Property Office, said: “This is anything but a victimless crime. 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.”
FA advice and tips for spotting fakes
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.” Buyers trying to assess whether a football shirt is fake have been advised to check the price, as what looks like a bargain may turn out to be a scam. If possible, they should also inspect quality by looking for poor stitching – especially around the neckline and badge – low-quality fabric and a bad fit. Logos and tags should match the manufacturer, and the swing tag should include a unique product code sticker and product-specific wording. Handwritten numbers on care labels are also a sign the shirt may be counterfeit. Fans can also purchase from official retailers or the club’s store, verify website security, and be cautious of sites using official product photos without clear retailer credentials.
Premier League shirt price rises
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. A shirt for just-promoted Coventry City is up £10 to £70, with children’s shirts up 25% to £60, and a baby kit costs £55. Chelsea has also increased its shirt price by £5 to £89.99, while Ipswich Town shirts are up £6 to £65. Leeds, Bournemouth and Hull shirts are all £5 more expensive than last year. Consumer expert Scott Dixon, from The Complaints Resolver, 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. These kits are overpriced by anyone’s standards and will leave many fans priced out.”
