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newsengland fans fork out over 2million on counterfeit shirts ahead of euro 2024

England Fans Fork Out Over £2Million On Counterfeit Shirts Ahead Of Euro 2024

We independently review betting sites. Sign-ups through our links may earn us a commission at no extra cost to you, this never influences our listings’ order.

England fans have already spent more than £2million on counterfeit Three Lions shirts ahead of Euro 2024 and that figure is set to rise exponentially in the coming days, according to data by experts at Bettingsites.co.uk.

Fans will be donning the Three Lions badge with pride this summer, but for many that emblem comes at an expense that is simply beyond their means leaving thousands of fans looking for alternative ways to show their support.

Upon release, Nike and England were met with heavy backlash from fans after official shirts were listed for a retail price of £85 – £20 more than they were at Euro 2020 – while the ‘Dri-Fit’ player issue strip will set customers back £125.

This is providing you don’t require additional printing and official badges, both of which combine to bump up the total price by £25.

As a result, thousands of fans have already turned to the counterfeit market in order to buy their England shirts. Decisions that could cost Nike more than £6.5m.

Key Data Points

  • Over 26,000 counterfeit shirts already sold on one Chinese wholesale website
  • Nike estimated to have lost out on a minimum of £6.5m to the counterfeit sites

Three Lions Fans Flood To Chinese Wholesale Sites in Their Thousands

One user on X (formerly Twitter) declared, “DHgate you have rocked my world once again. £12,” attached to which is a picture of a pristine England shirt.

There are several Chinese wholesale sites proving popular with England fans for counterfeit football shirts, which comes as no surprise given nigh-identical shirts can be bought for anywhere between £10-£25 – depending on whether you require the player issue version.

According to our research which tallied up the ‘units sold’ on Euro 2024 England shirt listings, an estimated 26,000 have already been bought on one website alone.

This doesn’t include listings that advertise previous kits and retro shirts, of which there are hundreds more available to buy.

With the vast majority of shirts available for around £20, it is safe to assume that at least £500,000 has been spent on fake shirts on this one site alone.

Hundreds of Overseas Sites Also Sell Counterfeit Shirts

Add a plethora of other sites such as Footy Cave and OnBuy to what we have already established, the number of shirts sold is likely to be in the six-figure mark.

Research into sales is limited given the rest of these sites have no way of uncovering how many are being sold. However, it is logical to assume business is booming with the retail prices of official shirts.

With that in mind, the expectation is that at least 100,000 counterfeit shirts have been sold in the lead up to the tournament, meaning fans have collectively spent a minimum of £2m.

Nike Estimated to Have Lost Out On £6.5m as a Result of Fake Shirts

Not that global sporting behemoth Nike are clamouring for more profits, but the counterfeit market threatens to undermine a large share of their revenue.

A study conducted by the UK government in 2010 estimated that sports brands collectively lose out on £11bn annually due to fake shirts.

Furthermore, according to Futurum Asia, counterfeit products constitute 10% of Nike’s global product portfolio. This means an estimated $3.6bn is effectively wiped from their revenue each year.

Using the difference in price between the fake shirts we have seen listed, and the actual retail price of England jerseys, we have calculated that Nike have already lost out on a minimum of £1.5m.

As excitement builds ahead of this summer’s Euros, and momentum inevitably increases as the tournament progresses, the counterfeit market will be buoyed by bargain-hunting fans.

Fans Feeling “Squeeze” From Global Brands, Says Football Finance Expert

Dr Dan Plumley – a football finance expert from Sheffield Hallam University – says global brands releasing multiple shirts on a seasonal basis is pushing fans towards the counterfeit market.

He said: “There is definitely a squeeze on football fans regarding shirt costs. There are brand new club shirts every year – sometimes three or four – and then a new international kit every year or so as well. 

“If you want all the shirts then it is an expensive outlay. There is also the pressure on parents with young children as well who want the latest shirts and there is not much price difference in some cases between kids and adults shirts which seems unfair.

“Obviously, people still have a choice as to whether to buy counterfeit shirts or not but you can see why some would take that option given the price difference.

 “The global brands will know they can still shift shirts even at high prices because some people will only buy the proper version. 

“Those shirts still sell in good numbers. They have to drive sales as well to recoup some of the outlay they pay to the club or international team for the deal in the first place. 

“You also can’t really regulate the counterfeit market at the minute so I think it is likely that the two just continue to coexist and people will make their own choices about which ones they buy.”

Charlie Rhodes
Charlie Rhodes
Charlie Rhodes

Charlie is an accomplished journalist with years of experience producing content across sport, gambling, crypto and fintech. Possessing considerable experience writing news, long-form content and betting, he has previously worked alongside former Goldman Sachs executives on a peer-to-peer fintech trading start-up, as well seen work published on leading sports content brands such as 90min and FootyAccumulators.

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