England footie fans have splashed out over £2million on knock-off shirts ahead of Euro 2024, leaving kit supplier Nike seriously out of pocket.
As the tournament kick-off looms just a week away, that figure is set to skyrocket with supporters eager to don the right gear. England’s campaign kicks off on June 16 against Serbia. Over 26,000 fake shirts are believed to have been flogged already on one Chinese wholesale site.
Supporters were left scratching their heads when the latest kit was priced at a whopping £85 – a £20 hike from the last Euros shirt. The Dri-fit player issue strip would set you back even more, retailing at a hefty £125.
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Numerous websites are selling the counterfeit kits, which bear a striking resemblance to the Nike version, for a much more affordable £10 to £25, reports the Mirror.
Betting Sites estimates that Nike has missed out on at least £6.5m in sales due to fans snapping up the fake kits.
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This is part of a broader problem for the sports giant, with research from Futurum Asia suggesting that counterfeit products makeup 10 percent of Nike’s global portfolio. As a result, they lose around $3.6billion (£2.8billion) in revenue every year.
While sporting fake kits isn’t an issue in England, it won’t be the same story in Germany, who have strict laws against counterfeits. Germany has specific laws to tackle the spread of fake goods, enforced with the threat of hefty fines.
The German Trademark Act strictly forbids the distribution, sale, and possession of counterfeit designer goods. Those found guilty could face fines up to £4,000.
(Image: Matt McNulty – The FA/The FA via Getty Images)
Travelling fans should be aware that German authorities often conduct random checks, particularly at major transport hubs.
England’s three group matches will take place in Gelsenkirchen, Cologne and Frankfurt. The Three Lions are set to kick off their Euros campaign at the same stadium where Wayne Rooney was famously sent off during the 2006 World Cup, leading to England’s exit at the hands of Portugal in a penalty shootout.
Gareth Southgate has announced his final squad for the Euros, but has decided not to include fan favourite Jack Grealish. Long-standing team member Harry Maguire also didn’t make the cut due to an ongoing injury problem.