As the much-anticipated Euro 2024 tournament commences, the enthusiasm is at an all-time high in England and Scotland. Fans across the country are preparing to show their support by donning replica football shirts. However, the prohibitively high cost of official kits has led to a surge in the demand for cheaper, counterfeit alternatives.
In the United Kingdom, the sale of counterfeit replica shirts is illegal. Lisa Webb, a representative of the consumer organisation Which?, underscored the legal implications of purchasing counterfeit items. She emphasized, “It’s illegal to sell these items in this country, so buying anything that is counterfeit means you are buying from a criminal. It is incredibly tempting to buy counterfeit products purely because of their affordability, but in doing so, you could very well be funding crimes such as terrorism or slavery.”
A recent case involved a man being ordered to repay over £118,000 for selling counterfeit football shirts through social media. This serves as a stark warning to those involved in the illegal trade.
Official replica England ‘dri fit’ home shirts for adults from Nike are priced at £124.99, with kids’ versions costing £119.99. By contrast, counterfeit children’s shirts are available online for a mere £4-£14. Similarly, Scotland’s official home top, manufactured by Adidas, retails for £75, whereas counterfeit versions are being sold for as little as £13.17 on certain websites.
The illicit trade in counterfeit football shirts has resulted in Nike suffering staggering losses of £2.8 billion in revenue annually, according to research by Futurum Asia. The financial strain faced by consumers, particularly parents of enthusiastic young supporters, is evident. Football fan Dan shared, “I can get shirts for all four of my children for the cost of one legitimate shirt. There are children who are demanding and parents are under a lot of pressure. I’m fortunate to be in a position where I can afford the copies. There are people now who unfortunately are struggling to afford those because money is so tight. I know people who would have bought the real thing before.”
Furthermore, the desire to stay ‘on trend’ has fuelled the popularity of counterfeit football shirts. Seb White, founder of football lifestyle magazine Mundial, highlighted the allure of owning the latest shirt. He explained, “There is so much money around football, the demand and hype around football and football shirts. Shirts are being seen on fashion catwalks, and members of parliament are wearing them in the parliament. Shirts are in such demand they can almost get away with the high price, and also, people will pay it because they want to be seen in the latest thing. Kids and people put pressure on their parents because they want the latest thing, and at the moment, the latest thing seems to be the latest football shirt.”
With the Euro 2024 tournament in full swing, it is crucial for fans to be mindful of the legal and ethical consequences of purchasing counterfeit football kits. It not only contributes to criminal activities but also results in significant financial losses for reputable manufacturers. As the excitement continues to build, it is essential to make informed decisions when purchasing football shirts to support your favourite teams.