A new study has revealed that Bristol is among the top 10 UK areas where the most fake football shirts have been seized.

The research, which was carried out by OLBG, surveyed 2,000 Brits to discover whether they own a fake shirt, if they feel priced out of buying replica shirts, etc.

A third (35%) of football fans in the study said they owned a fake shirt, and almost a sixth (14%) said they would buy a fake shirt in the future.

Half (49%) shared they felt priced out of buying official kits, 41% believed £39 to £50 was a fair price to pay for a shirt, and only 8% believed that £70+ is a fair price to pay for their team’s shirt.

Freedom of Information requests were also sent as part of the study to local authorities to reveal the UK areas where the most fake football shirts have been seized, the estimated street value of those seizures, and whether prosecutions or fines were issued.

Bristol ranked 8th on the list of councils with the most fake shirts seized, at 25 shirts in total.

Camden topped the list with 4,504 shirts seized, followed by Newcastle upon Tyne (760 shirts), and Milton Keynes (140 shirts).

Freedom of Information requests were also sent as part of the study to local authorities to reveal the UK areas where the most fake football shirts have been seized, the estimated street value of those seizures, and whether prosecutions or fines were issued. The diagram shows the results. | OLBG

placeholder image — Freedom of Information requests were also sent as part of the study to local authorities to reveal the UK areas where the most fake football shirts have been seized, the estimated street value of those seizures, and whether prosecutions or fines were issued. The diagram shows the results. | OLBG

Steve Madgwick, editor in chief at OLBG, has shared the signs to look out for that could help Brits identify a fake football shirt: “Some of the Premier League’s most followed teams, including Arsenal and Manchester United, are now charging over £85 for their latest kit.

“These extortionate prices are placing a financial burden on millions of Brits, which often leads them to contemplate whether the option of a fake alternative is a better choice.

“Despite having a lower cost, fake football shirts can present a risk to a person's health due to the chemicals and the poor safety standards used to create them.

“With this in mind, it’s important to know the signs of a fake shirt and always opt for the real version.

“Firstly, always purchase football shirts from the club website and official retailers.

“If you’re unable to purchase a shirt on the club website, always opt for reputable retailers such as JD Sports and Sports Direct, as you can be assured that you’re buying a genuine product.

“If you’re in a shop and have the product to hand, check the product code before making the purchase.

“Every genuine football shirt carries a unique product code, which is often located near the hem or collar. Once you have found the code, search for it online. If the code doesn’t match official images, there’s a good chance that it’s fake.”