In the final part of our series, we look back on an in-depth journey through the world of counterfeit football kits. From initial instincts to comprehensive research, hands-on testing, and listening to fans, we believe we’ve captured the complex picture of why counterfeit football shirts are on the rise. Our investigation reveals seven key reasons why fake football shirts are booming—and leaves us with the final question: are they a Christmas miracle for budget-conscious parents or a red card offence?
1. Cheap Prices of Fake Football Kits
The price difference between official and counterfeit children’s football shirts is striking. Official Adidas and Nike shirts cost between £55 and £65, while counterfeit versions range from just £7.98 to £16.74. Counterfeit options can be up to 85% cheaper than the real thing, making them an attractive option for budget-conscious parents. For example, a counterfeit Real Madrid shirt cost only £8.72 compared to the official price of £55, or 6.3 times cheaper.
2. Improved Visual Quality
The quality of counterfeit kits has improved remarkably, as shown in our public visual survey. Nearly 25% of fans struggled to identify the real shirt when compared to a counterfeit, with 74.6% identifying the genuine article correctly. For fans, this visual ambiguity makes the decision between official and counterfeit kits even more difficult, especially when balancing household budgets and children’s desire for team gear.
3. Tough Economy for Most Fans
While kit prices have not outpaced the median UK household income over 32 years, today’s economic climate is challenging. Rising costs of living have stretched household budgets, making football kits feel like non-essential luxuries. 72% of parents in our survey expressed a neutral or negative view on whether the high prices of kits match the quality provided. Where football kits were once seen as a must-have, families now must weigh these purchases against more pressing expenses.
4. The Increased Price of Following Football
Our 32-year analysis shows that when adjusted for inflation, kit prices have increased significantly. In 1992, an adult shirt priced for inflation would cost £64.18 today; in 2024, however, that price is now £81.67—a 27.25% real increase for adults and a 13.41% increase for children’s shirts. Using our Annualised Home Kit Price (AHKP) metric, we found that the yearly cost to keep up with home kit releases has risen from £42.38 in 1995 to £81.67 in 2024—a 92% increase in real terms. For children, this cost has grown from £31.49 to £59—an 87% increase.
5. Release Frequency & Replica Positioning
From the mid-90s to the present, clubs like Tottenham, Manchester United, and Liverpool have shifted from infrequent kit updates to releasing three kits per season, including distinct “authentic” and “stadium” replicas.
While “stadium” replicas are designed for casual wear, the clear distinction from “authentic” kits may lead fans to perceive replicas as inferior, potentially increasing the appeal of counterfeits. For parents, the high cost of official shirts combined with children quickly outgrowing kits compounds the challenge, as official kits, though durable, go out of date quickly.
6. Increased Access to Counterfeits & Lack of Policing
Social media has made finding counterfeit kits easier, with smaller influencers promoting counterfeits to their followers. We found evidence of counterfeit sellers actively recruiting influencers for marketing on social platforms and even spending heavily on Google search ads to drive traffic to counterfeit listings. The lack of policing by platforms and wholesalers means fans are directed to these products with little resistance.
7. Lack of Awareness Around Ethical Issues
Although our study didn’t fully explore the ethics of counterfeiting, our research revealed that ethical concerns ranked low in parents’ purchasing decisions. Ethical considerations about manufacturing practices scored just above neutral in our survey. Interestingly, parents rated high-street fashion only 1.8% lower in ethical concerns than counterfeit shirts, and official kits were rated only 3.6% higher.
This suggests parents see counterfeit and fast fashion on similar ethical ground, potentially due to a lack of transparency from both official brands and counterfeit manufacturers. While the FA argues that England kit sales support grassroots football, parents may be less inclined to connect their purchases to club finances, given the record-high transfer spending by Premier League clubs.
The Verdict: Are Fake Football Kits a Gifting Miracle or a Red Card Offence?
After exploring every angle, we better understand why fans are turning to counterfeit kits. But should they? Our research highlights several risks and challenges associated with counterfeit football kits:
- Delivery: Only six out of eight counterfeit shirts actually arrived, introducing a degree of risk, especially for Christmas orders.
- Sizing: Sizing was inconsistent, with counterfeit shirts often significantly smaller—up to 6cm shorter—than their official counterparts.
- Quality: Even the best-rated counterfeit, our Liverpool example, contained over 70 noticeable mistakes. Across the board, counterfeit shirts showed much lower quality control.
- Durability: Our wash tests revealed significant deterioration after just ten washes in four out of six counterfeit shirts, indicating poor long-term wear.
- Ethical Concerns: While less of a priority for fans, counterfeit shirts carry risks associated with human trafficking, low wages, and questionable working conditions.
Despite the budgetary appeal, these risks suggest counterfeit kits may not be worth it in the long run.
However, with most family budgets forced to be equivalent to a risky, high-defensive line, we certainly won’t judge parents for making a last-ditch tackle and taking the red card for the team this Christmas.
The Verdict
Casino Kings’ Verdict: Red Card Offence*
(*Yellow on appeal—if you’re taking one for the team this Christmas)
Viewing Part 8 of 8 in our 'A Tale Of Two Shirts' Series
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