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We’re all used to the dizzying sums exchanged during transfer windows, but did you know that football shirts are more expensive than ever?
The going rate for an official Premier League shirt from one of the biggest teams is now £85 – a price that survey data shows less than 8% of fans think is fair. Talk about foul play!
To address these issues head-on, our new report reveals that more than one in three (35%) of supporters now own a counterfeit shirt, while one in six (14%) admits they’d consider buying one in the future. Combined with a staggering 70,000 online searches for fake shirts last year alone, this data tells us just how much rising prices are fuelling an underground market that spans the nation.
Using surveys, FOI data, and expert analysis, we uncover where fake kits are most common, which cities are hardest hit, and why unmanageable costs are pushing loyal fans towards unofficial merchandise.
- One third (35%) of UK football fans own a fake shirt.
- Almost one in six (14%) of the UK will buy a fake football shirt in the future.
- Half of UK supporters (49%) feel priced out of buying official kits.
- The majority of people (41%) believe £30-£50 is a fair price to pay for a shirt.
- Just 8% of people believe £70+ is a fair price to pay for their team’s shirt.
Fake Kit Capitals: Where Are Fake Football Shirts Most Common in the UK?
Bristol tops the league, with almost half of its residents (47%) owning a counterfeit kit. Glasgow (44%) and London (42%) complete the top three, showing how the rise of fake shirts isn’t isolated to one region.
Almost half (47%) of the people surveyed in Bristol own a fake football shirt
The standings don’t lie: Bristol is top of the league when it comes to fake shirt ownership, with 47% of survey respondents admitting that they have one in their wardrobe.
Official Bristol City and Rovers shirts may be cheaper than Premier League kits – around £30 less on average – but nearly six in ten locals (59%) still feel priced out of buying the real thing.
The city has also become a hotspot for counterfeit goods in recent years. In 2022, police raids uncovered four tonnes of fake football shirts across Bristol and Northampton, with links to organised crime groups.
Glasgow places second, with 44% of people owning a fake football shirt
Just behind Bristol is Glasgow, with 44% of Glaswegians admitting they own a counterfeit shirt. More than half of residents (56%) say they feel priced out of official kits, which helps explain the high ownership rate of unofficial apparel.
With shirts for Celtic and Rangers now costing £75-£120 depending on the version, fans in Scotland’s football capital face some of the steepest prices in the country.
London completes the top three, with over two-fifths (42%) of fans owning unofficial shirts
In London, 42% of fans say they own at least one fake football shirt. The city’s sprawling souvenir and tourist trade means counterfeits are easier to come by than in most places, with knock-offs often sold as “retro” or “vintage” fashion.
With multiple Premier League clubs based in the capital, fans also face some of the UK’s highest shirt costs – up to £85 for Arsenal and Spurs kits – fuelling demand for cheaper alternatives from unofficial sellers.
The Cities that Most Fans Feel Priced out of Buying Football Shirts
Three in five people in Belfast feel priced out of buying football shirts
Belfast tops the list, with 60% of fans saying they feel priced out of official football shirts – the highest in the UK. Despite this, only 7% say they’d buy a fake in future, suggesting concerns around quality and sizing may be putting supporters off.
Football culture in Northern Ireland is split between smaller local clubs like Linfield and Glentoran (charging £60 for shirts) and a passionate following for English clubs like Manchester United. With kits at these top-tier clubs now costing up to £85, it’s easy to see why so many fans feel like they’re being priced out entirely.
Birmingham and Bristol are joint-second, with 59% of fans thinking football shirt prices are too high
In Birmingham and Bristol, almost six in ten fans (59%) say they can’t afford to buy official kits, putting both cities in joint second place nationally. But when surveyed, fan responses to the problem look very different.
In Birmingham, around 40% of fans already own a fake shirt and 14% say they’d consider buying one in future, highlighting how sharply the cost-of-living squeeze is driving people towards counterfeits.
In Bristol, the story goes further. The city not only ranks second for feeling priced out, but also first for fake shirt ownership overall (47%). A strong independent fashion scene and the rise of trends like “blokecore” may be fuelling demand for cheaper replicas.
Over two-fifths of Cardiff fans think shirts are overpriced, despite being less likely to buy fakes
Cardiff takes third place for feeling priced out, with 41% of fans saying official shirts cost too much. But unlike other cities, that frustration isn’t fuelling the fake kit market: just 22% of fans own a counterfeit shirt, well below the national average of 35%.
When asked what they think a fair price is, almost eight in ten Cardiff supporters (80%) said a shirt should cost no more than £50 – the highest percentage of any city. Nearly half (47%) believe shirts should be priced under £30.
Although a third (34%) of Cardiff residents say they’re at least somewhat likely to buy a fake shirt in future, almost half (49%) reject the idea outright. That suggests fans are being priced out but are more likely to simply go without than turn to counterfeits.
Younger Fans Drive Demand for Fake Football Shirts
Counterfeit shirts are most popular among younger generations. Nearly half of 18-24-year-olds (49%) and almost three in five 25–34-year-olds (57%) own at least one fake kit, far above the national average of 35%. In contrast, just 12% of over-65s admit to owning one.
Accessibility is a key factor. Fake kits are most commonly bought through online marketplaces like Depop, Vinted, and eBay, which are dominated by younger users. Income also plays a role: Office for National Statistics data shows that those aged 40-49 earn at least £10,000 more on average than 18-29-year-olds, leaving older fans with greater disposable income to spend on official shirts.
Fans Say Official Shirts Should Cost No More Than £50
When asked what a fair price for a football shirt would be, 41% of fans said £30-£50, while another 33% said under £30 is the most they’d want to pay. That means almost three-quarters of supporters (74%) believe the maximum price should be £50.
But reality tells a different story. Even League Two clubs often charge more than £50 for a current shirt, while Premier League kits regularly sell for £80-£85. For fans chasing the “pro” versions worn by players, prices can climb to £120, which is more than double what most believe is fair.
Councils Cracking Down on Counterfeit Shirts
When it comes to confiscations, the capital remains true to its name. London boroughs see the most shirts seized annually, with Camden Borough Council confiscating an astonishing 4,500 – significantly more than the rest of the top 10 combined.
Interestingly, our data suggests that patchy enforcement may be an issue across the UK, with some councils organising large-scale raids while many others barely scratch the surface of an underground market we know exists nationally.
Camden Council has seized more shirts than any other local authority, confiscating more than 4,500
Camden is the UK’s counterfeit hotspot, with the council seizing 4,504 fake football shirts – more than six times the number confiscated anywhere else in the UK. According to the Camden New Journal, a third of these were Tottenham Hotspur kits, while just 10% were Arsenal copies.
In a 2023 raid on Camden High Street, officers estimated the haul represented a £70,000 loss to the counterfeit industry, underlining the scale of the trade in the capital.
Newcastle upon Tyne confiscated the second-highest number of shirts, seizing 760 fake football shirts
Newcastle upon Tyne takes second place, with 760 fake shirts seized. The city has a history of counterfeit crackdowns: ahead of the 2022 World Cup, trading standards officers confiscated over 1,300 fakes, with an estimated street value of £35,000. Had they been genuine, the shirts would have been worth more than £80,000.
Milton Keynes takes third place with 140 confiscated shirts
In third place is Milton Keynes, where 140 fake football shirts were seized. Councils estimated their total value at just £1,400-£4,200, which is as little as £10-£30 per shirt. Only one caution was issued, and no prosecutions were made, highlighting the low penalties that often accompany counterfeit enforcement.
How to Spot and Avoid Fake Football Shirts
Stick to official, licensed retailers
The safest way to guarantee authenticity is to buy directly from your club’s website or store. Trusted sports retailers such as JD Sports, Sports Direct, and Classic Football Shirts also sell official merchandise.
Check product codes before handing over your money
Every genuine shirt carries a unique product code. For Nike and Puma kits, it’s usually printed near the hem; for Adidas, it’s inside the collar. Our advice is to search the code you find online: if it doesn’t match official images, it’s likely a fake.
Be cautious with resale sites
Platforms like Depop, Vinted, and eBay can be good for picking up older shirts, but counterfeit listings are common. Always check seller reviews, request close-up photos, and compare tags and logos with the official version before buying.
Look out for seasonal sales
If price is the main issue, wait for mid-season or end-of-season sales from official outlets. Shirts often drop significantly in price once a new kit is launched, meaning you can get an authentic product without paying the RRP.
Have a checklist with the telltale signs of fake football shirts
When you’re on the hunt for a new football shirt, here are some things to look out for to avoid buying counterfeit products:
- Prices are too good to be true – It’s hard to resist a deal, but if a brand-new shirt is selling for far below the official price (e.g. £20-£30), it’s likely a counterfeit.
- Poor stitching – Loose threads, uneven hems, or badly stitched badges are tell-tale signs.
- Incorrect logos and sponsors – Misspelled sponsor names, blurred printing, or logos in the wrong place suggest it’s fake.
- Wrong colours – Counterfeits often use slightly off shades compared to the official kit.
- No product code – Genuine shirts include a product code that matches listings on the manufacturer’s website.
Packaging and tags – Official shirts usually come with branded tags, labels, and holograms. Fakes often skip these details or use cheap imitations.
Methodology
This research was commissioned by OLBG, a leading online sports betting community and comparison platform, as part of its ongoing analysis into fan culture and the wider sports industry.
To understand the scale and impact of counterfeit football shirts in the UK, the study combines multiple data sources:
Consumer survey
A nationally representative survey of 2,000 UK adults was conducted in August 2025. Respondents were asked whether they own or would buy a fake football shirt, how they feel about current prices, and what they consider a fair cost for an official kit. Results were segmented by age, gender, and location.
Freedom of Information (FOI) requests
FOI requests were submitted to local authorities across the UK to uncover the number of counterfeit football shirts seized, the estimated street value of those seizures, and whether prosecutions or fines were issued.
Search interest data
Google search volumes over the past 12 months were analysed for terms related to counterfeit football shirts (e.g., “fake football shirts” and “cheap football shirts”) to identify demand trends and national interest levels.
Shirt pricing analysis
Official club websites across all four English divisions and selected Scottish Premiership teams were reviewed to establish the average retail price of official adult football shirts for the 2025/26 season. Where available, both standard “stadium” and premium “pro/player” versions were included.
Additional sources:
https://lowerblock.com/articles/blokecore-the-fashion-trend-thats-not-for-the-terraces/
