In the fifth part of our series, we explore the complex relationship between parents and football kits, examining their buying habits, perceptions of cost, and attitudes toward counterfeit kits.
Football shirts have long been a staple of young fans’ wardrobes, but with rising prices and frequent new releases, parents are increasingly questioning their choices. Through our survey, we collected insights from parents to understand what drives their decisions—and where counterfeits fit into the picture.
Football Kits: An Essential Purchase?
For many parents, football kits are a near-annual expense. A substantial 72% of surveyed parents reported buying at least one kit per season for their children, and 42% purchase kits for two or more children each year. With these numbers, it’s clear that football shirts remain a key item for young fans, but they come at a cost—one that many parents find hard to justify.
When asked about what factors mattered most when purchasing a football kit, club loyalty and child preference topped the list, followed by quality and style. Interestingly, price ranked just below these factors, but still scored strong, suggesting that while cost is crucial, it’s not always the top priority. Here’s how each factor ranked among parents:
| Rank | Factor | Average Score (5 = Very Important) |
| 1 | Club Loyalty | 4.63 |
| 2 | Child’s Preference | 4.45 |
| 3 | Quality | 4.39 |
| 4 | Style | 4.21 |
| 5 | Price | 4.13 |
| 6 | Ethical Considerations | 3.71 |
Ethical concerns about manufacturing practices fell just above neutral, a sentiment that could contribute to parents’ willingness to buy counterfeits. In a landscape where consumers may not see much transparency from official manufacturers, the appeal of a cheaper option can outweigh concerns over production ethics.
High Costs, Frequent Releases, and Pressure to Buy Fake Football Kits
It’s no secret that football shirts are expensive, but the numbers reveal just how strongly parents feel about it. A whopping 82% of parents consider kits expensive, and 57% rated them as “very expensive.”
Additionally, 61% of respondents feel that clubs release new kits too often, adding pressure to keep up with the latest designs. This pressure is particularly strong for parents of young fans, with 65% reporting that they feel some degree of pressure for their child to have the latest kit, and 32% often feel pressured.
Perhaps most tellingly, 72% of parents surveyed expressed a neutral or negative view on whether the high price matched the quality provided. This disconnect between price and perceived value may leave parents questioning if official kits are worth the investment, especially as many worry about the durability and lifespan of these premium-priced items.
Fake Football Kits: An Open Secret
Counterfeit football shirts are no secret to the public—94% of survey respondents were aware that counterfeit kits are available. But what’s surprising is how common they are: 36% of parents admitted to buying a counterfeit shirt at some point, with 23% specifically purchasing them for their children.
Among those who had bought a counterfeit, the feedback was largely positive; 92% found the quality acceptable, 77% believed it was at least “very similar” to the real thing, and 33% even described it as “nearly identical.”
For those who have never purchased a counterfeit, opinions were notably different. 60% of non-counterfiet buyers were adamant about sticking with official merchandise. Interestingly, 41% of non-buyers believed there would be significant differences in quality between the real and fake shirts—nearly six times higher than those who had actually bought counterfeits, who had more favourable views of the quality having actually purchased a fake one!
The Social Dilemma: Would Parents Tell Their Children?
The decision to buy a counterfeit kit also brings its own set of social questions. Would parents tell their child they’re wearing a fake kit? Here’s what we found:
- 39% of parents wouldn’t tell their child if the kit was a fake.
- 32% would only consider telling, leaving just 29% willing to be upfront about it.
This caution extends beyond telling their child: 43% of parents said they’d definitely feel concerned if their child knew they were wearing a fake, while 66% were possibly worried about other parents’ perceptions. Nearly half (47%) were most concerned that other children would find out, hinting at the potential social implications of wearing a counterfeit kit among young fans
Ethical Concerns: A Blurred Line
| Area | Concern Score | % |
| Official football kits | 3.58 | 71.62% |
| High-street fashion items | 3.67 | 73.45% |
| Counterfeit football kits | 3.76 | 75.21% |
Finally, we asked parents about their ethical concerns regarding official and counterfeit shirts compared to high-street fashion. Surprisingly, high-street fashion rated only 1.8% lower in ethical concerns than counterfeit football shirts, and official kits rated 3.6% higher than high-street fashion. This finding suggests that parents view fast fashion and kits similarly regarding ethical production standards—or perhaps aren’t fully aware of the poor conditions faced by workers producing counterfeit garments.
The Economics of Fake Football Kits: Who's Buying?
Our survey data revealed a surprising trend: higher-income families are more likely to purchase counterfeit football shirts than lower-income households. This pattern challenges the assumption that counterfeit goods are only sought out by those with tighter budgets. Let’s break down the findings by income group and examine the possible motivations behind these choices.
Income vs. Counterfeit Purchases
| Household Income | Percentage of Respondents | Percentage Who Have Bought Counterfeit Kits |
| Less than £20,000 | 33% | 30.85% |
| £20,000 – £40,000 | 25% | 36.11% |
| £40,000 – £60,000 | 13% | 38.89% |
| £60,000 – £80,000 | 8% | 50.25% |
| More than £80,000 | 3% | 40.75% |
| Prefer not to say | 18% | 24.53% |
A Surprising Trend: Higher-Income Households Opting for Fake Football Kits
The highest rate of counterfeit purchases was found among those in the £60,000 – £80,000 income bracket, with 50% admitting to buying counterfeit shirts. Even among those earning more than £80,000, nearly 40% reported purchasing counterfeits. Even with a more limited sample size than other income brackets, this trend may indicate that even families with higher incomes are reluctant to pay premium prices for official kits. Instead, they might view counterfeit shirts as a way to support their child’s enthusiasm for football without feeling burdened by the high cost.
For these higher-income households, the decision to purchase a counterfeit could be influenced less by financial constraints and more by perceived value. With the high prices of official merchandise, they may feel that the quality or exclusivity doesn’t justify the cost and may choose counterfeits as a practical alternative.
Middle-Income Sensitivity to Kit Prices
In the £20,000 – £60,000 range, we see a steady increase in counterfeit purchases. For families earning between £20,000 and £40,000, 36.11% have bought counterfeits, while 38.89% of those earning between £40,000 and £60,000 have done the same. This middle-income group may experience the greatest pressure when it comes to balancing family budgets with children’s desires for official merchandise. Given the high prices of kits, these families may view counterfeits as a budget-friendly option that still allows children to wear the colours of their favourite teams.
Lower-Income Households' Different Perspective
Key Takeaways: A Question of Value
These findings highlight a broader issue for football clubs and kit manufacturers. The data suggests that high prices of official kits are driving even wealthier families towards counterfeit options, a trend that may reflect a gap between the perceived value of official merchandise and its price point. As clubs position kits as premium items, they may need to consider pricing strategies that cater to a wider range of incomes, especially as middle- and high-income households show a growing interest in alternatives.
In the end, this trend isn’t simply about financial necessity; it’s about parents assessing whether an official kit is worth the investment. For some, counterfeits offer a solution that balances team loyalty with financial sensibility—a message that may resonate across income brackets.
Fake Football Kits: The Takeaway
Our survey paints a picture of parents caught in a challenging situation. With high costs, frequent new releases, and social pressures, many parents are reconsidering the value of an official kit—especially if they feel it doesn’t offer superior quality or ethical assurance. Counterfeits may not be the ideal solution, but for some, they may provide an acceptable alternative that allows young fans to feel part of their club without stretching the family budget.
What’s Next?
Next, we’ll test the durability of our test kits by washing them ten times. Will they fall apart like the manufacturer’s brand protection division claims?
Viewing Part 5 of 8 in our 'A Tale Of Two Shirts' Series
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5 |
Parents Survey |
Understanding Attitudes Towards Football Kits and Counterfeits |
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8 |
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Study Methodology
We surveyed 287 parents who self-selected as Football fans via Meta adverts and adverts on web publishing partners between November 4th and 11th, 2024.
No mention of counterfeits was made during the survey’s marketing or until the middle of the study to prevent those who had purchased counterfeits from self-selecting for the survey.