Huge haul of fake footy shirts worth £5m seized in pre-season crackdown
A series of targeted operations across the country, including Bolton, resulted in a total of 67,573 dupes being seized since January 2025.
If genuine, the seized merch would have been worth a massive £5.1 million, according to City of London Police.
The pre-season crackdown is part of a collaboration between the force's Police Intellectual Property Crime Unit (PIPCU), the Intellectual Property Office (IPO), Border Force, Trading Standards and industry partners.
City of London Police also warned customers to avoid counterfeit products as they are "poorer quality" and may fund other illegal activities.
On how to spot phoney merch, they say to check the price, quality, details, swing tags, and reputation of the seller - as well as checking for pen marks.
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Officers from PIPCU arrested five people for the sale of counterfeit goods in Bolton, Nottingham, Shrewsbury, Burton-on-Trent and Leek in June and July 2025.
All those arrested have since received conditional cautions, which order them to stop selling counterfeit goods and take down their online sales platforms, police said.
Det Chf Insp Emma Warbey, from the PIPCU, said: 'Criminals are continuing to bring counterfeit products to the market as the new football season approaches.
'Some consumers believe they're buying genuine merchandise; some end up with a poor-quality product, and counterfeiting is thought to be the second largest source of criminal income worldwide, second only to illegal drugs.
'An issue of this scale demands a coordinated response, and we'll continue to work with our law enforcement, government and industry partners to crack down on this illegal trade and those who drive it.'
On 26 June, West Yorkshire Trading Standards and the IPO seized around 2,300 fake football shirts during two search warrants in Leeds and Bradford.
During the warrants, officers from West Yorkshire Police arrested two men, aged 37 and 44, on suspicion of selling counterfeit goods and money laundering offences.
They have since been released under investigation.
A further 2,793 items were seized by Border Force agents at East Midlands Airport during the UEFA Women's Euros.
The IPO's Deputy Director of Intelligence and Law Enforcement, Kate Caffery said: "As fans rally behind their teams for the new Premier League season, criminal organisations are exploiting their passion by flooding the market with fake merchandise.
"The manufacturing and distribution of counterfeit football kits is anything but a victimless crime – it channels money away from the game and directly into the pockets of serious crime.
"Counterfeit trading destroys tens of thousands of jobs annually and has a strong link to other serious criminal activities – from drug trafficking to human trafficking and modern slavery.
"By raising public awareness and helping supporters make informed choices, we can ensure that fans' loyalty truly benefits the sport they cherish and help combat this threat to our communities."
Adam Chatfield, Assistant Border Force Director for Birmingham and East Midlands Airports added: "Border Force officers play a crucial role in protecting UK consumers and legitimate businesses by intercepting counterfeit goods before they reach the market.
"Counterfeit goods are worse than just poor-quality products - they often fund serious organised crime and are manufactured without regard for safety standards or workers' rights.
"By stopping these items at the border, we're not only protecting consumers from potentially dangerous products but also disrupting the criminal networks that profit from this illegal trade."
Two sportswear brands have seized nearly 7,000 counterfeit items – including fake football shirts, kits and jerseys – across the UK and Ireland since January.
In addition, Back Four Brand Protection has seized a total of 54,400 fake football shirts, kits and socks since January.
A representative from the Football Association of England said: 'Brand abuse and counterfeiting negatively impact the income the FA generates from merchandising, which directly funds football at every level. Counterfeit products should be avoided by fans as they're often of poor quality, and fans deserve better.'
A representative from the Football Association of Wales added: 'The Football Association of Wales is committed to tackling the issue of counterfeit merchandise and protecting our fans from fake merchandise.
"Due to the success of the national team, and during participation in major tournaments, we see an increase in counterfeit merchandise. Counterfeit product is usually of poor quality, meaning our fans receive substandard product.
"We encourage all our passionate fans to purchase official merchandise, meaning monies can be reinvested in grassroots football and communities in Wales, and our associated charities.'
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