Police seize counterfeit football shirts worth £18 million during World Cup
Nationwide operation targets fake merchandise linked to organised crime
The City of London Police have confiscated counterfeit football shirts and kits estimated at a genuine retail value of £18.5 million over the World Cup period.
Officers have seized over 220,000 fake shirts since January 2026, as part of a broad enforcement operation led by the Police Intellectual Property Crime Unit (PIPCU).
The initiative focused efforts on online marketplaces, live shopping apps, and traditional market stalls.
Detective Chief Inspector Amanda Lowe, head of PIPCU, stressed the importance of curbing counterfeit sales as they support organised crime groups.
The force aims to ensure fans enjoy supporting their teams in safe and legitimate merchandise, working in coordination with law enforcement, Government, and industry partners to tackle this illicit trade.
Counterfeit goods pose risks including exposure to harmful materials that fail safety standards and potential financial fraud.
Helen Barnham from the Intellectual Property Office highlighted the economic toll, noting that counterfeit trade costs thousands of UK jobs and supports other serious crimes.
A Football Association spokesperson urged fans to avoid counterfeit products due to their poor quality and negative impact on the association’s funding.
Checking details such as stitching, fabric quality, and correct logos can help in spotting fakes, alongside buying from official sources.
Recent reports show an increase in replica shirt prices across Premier League clubs, raising concerns about affordability for fans.
Consumer expert Scott Dixon criticised the price hikes, suggesting they could alienate loyal fans.