Police Seize £18.5m in Fake Football Kits

City of London Police have confiscated more than 220,000 fake football shirts and kits as part of a nationwide operation. The estimated genuine retail value of these items is £18.5 million. The enforcement action, led by the force’s Police Intellectual Property Crime Unit (Pipcu), took place since January 2026.

Arrests and Criminal Links

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Four individuals were arrested by Pipcu on suspicion of selling counterfeit shirts. Other police forces also made two additional arrests. The operation targeted online marketplaces, live shopping applications, and traditional market stalls, reflecting the increasing use of digital platforms by offenders.

Detective Chief Inspector Amanda Lowe, head of Pipcu, stated that counterfeit football shirts are a significant revenue stream for organised crime groups, masking and funding criminal activities. She emphasised that these items are not harmless bargains but contribute to serious criminality. The sale of counterfeit goods also deprives rights holders and legitimate businesses of revenue, risks buyers' personal data, and exposes them to financial fraud, according to City of London Police.

““Counterfeit football shirts aren’t a harmless bargain, they are a key revenue stream for organised crime groups, helping to mask and fund the criminality happening behind the scenes.””

Detective Chief Inspector Amanda Lowe, head of Pipcu

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Helen Barnham, head of enforcement engagement at the Intellectual Property Office, highlighted that the trade in counterfeit goods is estimated to cost thousands of UK jobs annually and supports other forms of serious crime. The Football Association advised fans to avoid counterfeit products, noting they are often poor quality and that brand abuse negatively impacts the organisation's ability to fund the national game.

Rising Replica Shirt Prices

The crackdown comes amid reports of increasing prices for replica football shirts. Several Premier League clubs have raised their prices, with some adult replica shirts now costing up to £90. Tottenham fans face a £5 increase, with adult shirts at £90 and children's shirts at £70. Coventry City's shirts rose by £10 to £70, with children's kits at £60 and baby kits at £55. Chelsea's shirts are up £5 to £89.99, and Ipswich Town's are £6 more expensive at £65. Leeds, Bournemouth, and Hull also saw £5 price increases.

Consumer expert Scott Dixon commented that these price rises could alienate loyal fans and suggested the kits are overpriced, potentially pricing supporters out. Fans are advised to check prices, inspect shirt quality for poor stitching or fabric, ensure logos match manufacturers, and verify website security when purchasing to avoid counterfeit items.