A Championship club has warned its fans that they will be barred from entering the stadium if they’re caught wearing counterfeit football shirts during matches this season. The club has taken this stance due to the significant impact of fake merchandise on their revenue streams.

The rising cost of living and the increasing prices of football kits have led many fans to opt for counterfeit shirts, with England fans reportedly spending over £2 million on fake football shirts during the European Championship. This has resulted in significant losses for manufacturers, with Nike estimated to have lost out on £6.5 million in sales.

The popularity of the Premier League has contributed to the rising cost of football kits, as manufacturers struggle to keep up with global demand. Sheffield Wednesday, a Championship club, has taken a firm stance against counterfeit shirts, warning fans that they will be ejected from the stadium if they’re found wearing fake merchandise.

In a statement, the club reminded fans that counterfeit shirts not only affect their revenue streams but also pose a risk to fans due to the inferior quality and potentially unsafe materials used. The club has vowed to take drastic action against counterfeiters, working with authorities to remove illegal selling websites and shut down the illegal trade of counterfeit goods.

Fans who purchase counterfeit shirts outside of the stadium will not be targeted, but those who wear them inside Hillsborough will be asked to leave. The club has not specified how they plan to police this policy, but it’s clear that they’re taking a zero-tolerance approach to counterfeit merchandise.

The introduction of authentic shirts for top European clubs has not helped, with prices reaching as high as £110 for a Manchester United authentic kit. Fans are being forced to make difficult choices between supporting their team and breaking the bank.

Sheffield Wednesday’s online club shop sells short sleeve home or away kits for £69, while long-sleeve options cost £77. The club is determined to protect its revenue streams and has called on fans to support them by purchasing official merchandise.

Printing costs also play a significant role in the counterfeit shirt market, with fans opting for cheaper alternatives to get their favourite player’s name and number on the back of their shirt. Arsenal fans, for example, would need to pay an extra £16 for a name and number printed on their shirt, bringing the total cost to £96 for a replica.

The club’s decision to ban fans wearing counterfeit shirts has sparked a heated debate among fans, with some supporting the move and others feeling that it’s unfair to target fans who can’t afford the high prices of official merchandise.

A championship club has told it’s fans that the will be ejected from their stadium if they are found to be wearing counterfeit football shirts

Nike are said to have lost out on £6.5million in shirt sales after many England fans opted to purchase counterfeit football shirts during Euro 2024

Sheffield Wednesday has released their new home kit for the 2024-25 season, with fans encouraged to purchase official merchandise to support the club.

Sheffield Wednesday have released their new home kit for the 2024-25 season earlier this summer

The club’s decision to ban fans wearing counterfeit shirts has sparked a heated debate among fans, with some supporting the move and others feeling that it’s unfair to target fans who can’t afford the high prices of official merchandise.

The Football League Championship has been plagued by counterfeit merchandise, with many fans feeling that the high prices of official kits are forcing them to opt for cheaper alternatives.

Sheffield Wednesday’s decision to take a stand against counterfeit shirts is a bold move, but one that could have significant implications for the club’s revenue streams and fan relationships.