Police have seized counterfeit football shirts and kits valued at over £18 million during a nationwide crackdown that intensified around the World Cup, the City of London Police has revealed.
Over 220,000 fake shirts have been removed from sale since January 2026 as part of an enforcement operation led by the Police Intellectual Property Crime Unit (Pipcu).
The genuine retail value of these items is estimated at £18.5 million.
Six individuals were arrested, four by Pipcu and two by other police forces. The operation targeted online marketplaces, live shopping apps, and traditional market stalls, reflecting how offenders increasingly exploit tech platforms to sell illicit goods.
Authorities warned that counterfeit shirts are often produced in unsafe conditions, potentially containing harmful materials. Profits from these sales also fund criminal operations.
“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, said.
“As World Cup fever began to build, partners across the country came together to tackle this ever-growing issue.
“Our aim was simple; to ensure fans enjoyed the tournament and supporting their team in a shirt that’s safe and legitimate.
“An issue of this scale demands a coordinated response, and we’ll continue working with our law enforcement, Government and industry partners to crack down on this illegal trade and the criminals who drive it.”
City of London Police have also warned the sale of counterfeit goods deprives rights holders and legitimate businesses of revenue, while putting buyers’ personal data at risk and exposing them to financial fraud.
“This is anything but a victimless crime,” Helen Barnham, head of enforcement engagement at the Intellectual Property Office, said.
“The trade in counterfeit goods is estimated to cost thousands of jobs in the UK each year and supports other forms of serious crime – harming legitimate businesses, society and the wider economy.”
A spokesperson from the Football Association further warned fans: “We would strongly advise all fans to avoid counterfeit products.
“Not only are such products often poor quality but brand abuse and counterfeiting negatively impacts the FA’s role as a not-for-profit organisation that directly funds all levels of our national game.”
Buyers trying to assess whether a football shirt is fake have been advised to check the price, as what looks like a bargain may turn out to be a scam.
If possible, they should also inspect the shirt’s quality by looking out for poor stitching – especially around the neckline and badge – low-quality fabric and a bad fit.
They should also ensure logos and tags match the manufacturer, and check that the swing tag includes a unique product code sticker and product-specific wording.
Handwritten numbers on care labels are also a sign the shirt may be a counterfeit product.
Fans can also purchase from official retailers or the club’s store, verify website security, and be cautious of sites using official product photos without clear retailer credentials.
This follows reports that football fans face paying up to £90 for replica shirts after eight Premier League clubs increased their prices – raising concerns fans may be left priced out of buying their favourite kit.
Tottenham fans must now pay £90 for a replica adult first-team shirt, up £5 on last year, while a shirt for a child as young as three years old now costs £70, according to the club’s website.
A shirt for just-promoted Coventry City is up £10 to £70 and the club’s children’s shirts are also up, by 25% to £60, while a baby kit costs £55.
Chelsea has also increased the price of its shirts by £5 to £89.99, while Ipswich Town shirts are up £6 to £65.
Leeds, Bournemouth and Hull shirts are all £5 more expensive than last year.
Consumer expert Scott Dixon, from The Complaints Resolver, said on Monday: “These price rises will leave many loyal fans wondering when enough is enough.
“We see this year in, year out, and it smacks of blatant greed and an own goal that could backfire on clubs.
“These kits are overpriced by anyone’s standards and will leave many fans priced out.”
