The Casino Kings Data & Consumer Team is thrilled to introduce our first major independent consumer study—a deep dive into the world of fake football kits. In this eight-part series, we explore the booming counterfeit football shirt market and ask: Are these fake football shirts a gamble worth taking for fans, or a risky red card offence that should be avoided?
Why Counterfeit Football Kits?
Football kits have become integral to fan culture for decades, symbolising team loyalty and personal pride. But with the ever-increasing prices of official merchandise, and increased basic living costs, some fans are being pushed towards counterfeit alternatives. This series unpacks the motivations and risks behind this trend, examining whether these fakes are the affordable option some fans and parents are hoping for—or if they come with hidden costs.
Throughout this investigation, we bought both counterfeit football shirts and official versions of football kits from eight major teams across the Premier League, Europe, and beyond. Our team conducted five different tests and surveys to answer key questions:
- Is the quality as good as social media claims? With fake football shirts rumoured to rival the originals, we put both types through a number of tests.
- Can people tell the difference? We surveyed the public to see if they could distinguish real shirts from counterfeit football shirts at first glance. We then got an expert opinion on the key differences.
- What are parents’ attitudes and pressures? We asked parents about their views on football kits, including costs, purchasing habits, and the ethical considerations that might influence their choices.
- How do kits hold up in the wash? Brand protection agencies claim fakes fall apart after ten washes—so we put that to the test.
- Have kit prices outpaced inflation? We examine the economics of football kits since the start of the Premier League 33 years ago to understand whether rising costs are pushing fans towards counterfeits.
Why Now?
Counterfeit football kits aren’t new, but recent trends caught our attention. From social media chatter about “high-quality fakes” to news coverage of counterfeit busts, it’s clear this market is growing. During Euro 2024 last summer, the media spotlight turned towards fake football shirts and kits like never before. Then, new data at the start of the 24/25 season revealed that the online market for fake football shirts for Premier League clubs has increased to £180 million per year.
We’ve identified four key factors fuelling this demand:
- Improved quality of counterfeits: Modern knock-offs are getting harder to distinguish from the originals.
- Direct access to sellers through social media: Counterfeit shirts are now marketed openly on platforms like X and TikTok, often by influencers who connect fans with overseas wholesalers.
- Rising prices of official kits: Inflation-busting price hikes and more frequent kit releases have fans feeling the pinch.
- Economic pressures: With household budgets tightening, more parents seek affordable alternatives for their children.
Our Neutral Stance on Ethics
Throughout this investigation, Casino Kings takes a neutral stance, focusing on data and consumer insights. However, we recognise that counterfeit merchandise raises ethical concerns. Our series will address these by understanding consumer opinions on some of the key ethical questions. We’ll also be deliberately vague about the sources we used to acquire our counterfeit tests.
Here’s a brief overview of key ethical questions:
- Legality: While laws in the UK focus on those actually selling these goods, this is a grey area with potential civil repercussions.
- Organised crime: The global counterfeit market is linked to criminal networks, though many shirts come directly from Chinese wholesalers, bypassing traditional distribution channels. However, organised crime is known to have some control over the production of counterfeit goods in China.
- Labour conditions: These products are often made without oversight of labour standards, and there have been reports of exploitative practices in manufacturing hubs like Thailand.
- Impact on the industry: Counterfeits divert revenue from clubs, manufacturers, and grassroots sports funding, as bodies like the FA reinvest a portion of merchandise sales into community football.
Inside the Counterfeit Market
Our investigation uncovered a sprawling network of sellers marketing counterfeits through social media and even Google search ads. We found everything from Reddit groups sharing tips to spreadsheets of seller listings, with “influencers” posting under-the-radar reviews. With these insights, we strategically selected six suppliers across eight teams, ensuring we sourced various designs and sizes to fully understand the counterfeit market.
We used official size guides from Nike and Adidas to match sizing as closely as possible, although differences between Asian and European sizing meant slight compromises.
What’s Next?
In part two of the series, we’ll examine delivery times and reliability and how well the advertised sizes match up to the official shirts. We’ll also provide the stark price differences between the real and counterfeit prices fans pay.
Viewing Part 1 of 8 in our 'A Tale Of Two Shirts' Series
| Part | Study | Article |
|---|---|---|
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1 |
Intro |
A Tale Of Two Shirts! Are Fake Football Kits A Christmas Miracle Or A Red Card Offence? |
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2 |
Prices, Sizing & Delivery |
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3 |
Can Fans Tell the Difference? |
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4 |
Expert Assessment of Fakes |
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5 |
Parents Survey |
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6 |
Washing Machine Test |
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7 |
Kit Prices & Fan Cost Inflation |
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8 |
Final Thoughts |
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A1 |
Counterfeit Football Kit Statistics |
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A2 |
£100 Premier League Replica Shirt |
Sources
Ashraf, Anwar. “Fact check: Euro 2024 scams and false fines explained” DW, 11 June 2024
“Fake kits at Euro 2024: Is there a problem?” BBC, 21 June 2024
“Euro 2024: Fake England and Scotland kits on the rise.” BBC, 11 June 2024
“Eight arrested and £450,000 of fake football shirts seized as police and Border Force tackle counterfeiting during Euro 2024.” City of London Police, City of London Police, 09 July 2024
Chanthapanya, Monty. “Employment, wages and productivity trends in the Asian garment sector.” International Labour Organization
Dugan, Emily. “Thai police raid former Tesco clothing supplier at centre of sweatshop claims.” The Guardian, 23 December 2022
“Employment, wages and working conditions in Asia’s Garment sector: Finding new drivers of competitiveness.” International Labour Organization, 13 November 2015
“GLOBAL ORGANIZED CRIME INDEX.” Global Organized Crime Index
“Counterfeit UK Football Shirt Market Estimated at Shocking £180 Million per Year, Reveals Corsearch” Corsearch, 14 August 2024