Fake England Shirts Surge in Popularity Due to High Prices of Official Kits

• Searches Up 515% Since Euro 2021.

• Official shirts priced at £85, counterfeit versions found for as little as £10 to £25.
• Nike has lost out on a minimum of £6.5 million in sales due to fakes.

As EURO 2024 is underway, England fans are turning to counterfeit shirts in unprecedented numbers due to the soaring prices of official Nike kits. Nike’s official England shirts are retailing for around £85.00, a significant increase from previous years, pushing many supporters to seek cheaper alternatives.

Recent data analysed by Ten Percent Club shows a dramatic surge in searches for fake England shirts, highlighting the growing trend. In May 2021, there were only 390 searches for fake England shirts. In May 2024, that number skyrocketed to 2400 searches, marking an astounding 515% increase. Furthermore, Google Trends indicates a 177% increase in searches for fake England shirts so far this June compared to June 2021.

This surge in counterfeit purchases has cost Nike a significant amount. According to research conducted by Betting Sites, Nike has lost out on a minimum of £6.5 million in sales due to the proliferation of fake kits. The issue extends beyond just this summer’s tournament; Futurum Asia reports that counterfeit products constitute 10 percent of Nike’s global portfolio, translating to a revenue loss of around $3.6 billion (£2.8 billion) annually.

Fans have spent over £2 million on fake shirts ahead of EURO 2024, with more than 26,000 counterfeit shirts reportedly sold on one Chinese wholesale website alone. The price difference is stark: while the official Nike shirts are priced at £85, counterfeit versions can be found for as little as £10 to £25. This price disparity is particularly poignant amid the ongoing cost of living crisis, which has left many fans unable to justify the expense of official merchandise.

Luke O’Reily, CEO of Ten Percent Club, commented, “The rising cost of official England shirts is driving fans to seek more affordable alternatives. It’s not just about saving money; it’s a reflection of the broader economic pressures facing supporters. Our research underscores a growing trend where financial constraints are influencing consumer choices, even in the realm of sports fandom.”

The clampdown on illegal streams and firesticks, coupled with rising shirt prices, contributes to a perception that football is increasingly out of reach for its working-class roots.

Travelling fans should also be cautious, as Germany, the host of this year’s tournament, has strict laws against counterfeit goods. The German Trademark Act prohibits the distribution, sale, and possession of fake designer items, with penalties reaching up to £4,000. Authorities are expected to conduct random checks, particularly at major transport hubs, to enforce these regulations.

This trend underscores a broader issue within the sports industry, highlighting the need for more affordable options for fans and the ongoing battle against counterfeit products.