… over 220,000 counterfeit items recovered
Police in the United Kingdom seized fake football kits worth more than £18 million during the 2026 FIFA World Cup as authorities intensified efforts to tackle counterfeit merchandise and protect consumers from potential safety risks.
The Police Intellectual Property Office (PIPCU) recovered more than 220,000 counterfeit football products as part of Operation Bloxwich, a nationwide enforcement campaign targeting the illegal trade in fake sports merchandise during the global tournament.
Officials said the World Cup led to a sharp increase in demand for fake football kits, prompting criminal networks to flood the market with low-cost replicas of popular national team shirts.
Warehouse raid uncovers replica shirts
One of the largest operations saw police seize 1,618 counterfeit football shirts from a warehouse in Birmingham. The haul included replica jerseys bearing the names of high-profile players such as France captain Kylian Mbappé and Norway striker Erling Haaland.
Authorities said the counterfeit products were intended for sale to football fans attracted by significantly lower prices compared with official merchandise.
Police warn of safety risks
Detective Sergeant Jamie Kirk, who took part in the operation, warned that buyers should consider the potential dangers associated with counterfeit clothing.
“I understand why people want to buy these shirts; people love football, and the incentive is the lower price – but these shirts, they’re not regulated and could be highly flammable.
“They have dyes in them which could be harmful to skin, particularly children’s skin. While the cost is lower, and that’s the attractive part, potential damages to you and the people making them is just far too high.”
Fire tests highlight dangers
The Cheshire Fire and Rescue Service conducted flammability tests comparing counterfeit shirts with genuine football kits.
According to watch manager Dave Jackson, the counterfeit shirts ignited and melted much faster than authentic products.
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“It’s quite clear that the counterfeit one melted as soon as the burner went on it,” Jackson said after testing the shirts with blow torches.
“I really had to try to make the genuine one ignite and melt.”
Jackson urged consumers not to ignore the risks associated with buying fake football kits, despite the lower prices.
“It’s extremely dangerous. It’s something that can cause horrific injuries to your children. It’s just not worth the savings.”
Counterfeit trade linked to organised crime
The Intellectual Property Office said counterfeit football merchandise is produced outside regulated manufacturing standards and often funds organised criminal groups.
Head of intelligence Kate Caffrey said counterfeit shirts do not comply with British or European safety regulations.
“Counterfeit strips are not subject to health and safety regulations, British Standards [or] EU standards.
“We’ve got evidence that counterfeit goods are made in appalling conditions, so you just don’t know what’s in them, how they’re being made and there’s no way of providing any safety reassurances.”
She added that major sporting events such as the FIFA World Cup and the Premier League season provide lucrative opportunities for counterfeiters.
“Counterfeiting is criminal; these are manufactured and supplied by criminal networks, criminal gangs and they’re very adept at targeting markets where there’s demand. So the World Cup, the forthcoming Premier League season, they’re going to flood the market with fake shirts.
“The price of a fake shirt, you don’t know what you’re funding with that money.”
Demand rises during major tournaments
Official football shirts from leading Premier League clubs typically retail for around £85, while counterfeit versions are widely sold online for as little as £12.
Authorities said fans should buy merchandise only from authorised retailers to ensure products meet safety standards and to avoid supporting illegal trading networks.
The Police Intellectual Property Office said enforcement against counterfeit goods will continue beyond the World Cup as demand for football merchandise remains high ahead of the new domestic season.
