Red Devils Jersey Counterfeiting Costs Belgium €320M Yearly

As the Belgian national football team prepares for the 2026 FIFA World Cup, a surge in demand for Red Devils jerseys has been accompanied by an alarming rise in counterfeit merchandise flooding the Belgian market. With official jerseys retailing at €100 for adults and €75 for children — and authentic player-quality versions reaching €150 — many fans are turning to fake alternatives available online for as little as €20 to €30, according to RTBF.

Jersey Sales Boom Amid World Cup Fever

Despite the high price tags, legitimate jersey sales are thriving. Decathlon reports a 35% increase in sales compared to Euro 2024 and a 40% increase compared to the 2022 World Cup in Qatar, with volumes approaching the levels seen during the “golden generation” campaign of 2018. Olivier Flament, Director of Team Sports at Decathlon Belgium, told RTBF: “Jersey sales are doing well this year, we could even say they’re exploding.”

A notable trend this year is the dominance of Manchester City winger Jérémy Doku, whose name accounts for two-thirds of all jersey personalization — a significant shift from previous years when Eden Hazard, Romelu Lukaku, and Kevin De Bruyne shared sales equally. Equally striking is the popularity of the away jersey, inspired by surrealist painter René Magritte, which is outselling the traditional red home jersey for the first time. As Paris Match Belgium reported, Belgium is the only European Adidas-sponsored team where this phenomenon occurs.

The Scale of Counterfeit Trade

Counterfeit jerseys are readily accessible through online marketplaces and second-hand platforms. Some sites offer the home jersey for €27.50, the Magritte model for €19.19, or a full kit for €37. These fakes are primarily produced in Asia, where intellectual property protections are weak. According to RTBF, some factories reportedly produce legitimate goods for major brands during the day and counterfeit goods for parallel markets at night.

The economic toll is substantial. According to a study by the European Union Intellectual Property Office (EUIPO) published on June 10, counterfeit goods cause an estimated €320 million annual loss in Belgium across the clothing (€275 million) and jewelry and watches (€50 million) sectors, as reported by La Libre. At the EU level, fashion and clothing losses reach €12 billion annually.

Consumer Behavior and Youth Trends

The EUIPO study also reveals concerning consumer trends. Across the EU, 13% of citizens admit to intentionally buying counterfeit products, a figure that rises to 26% among 15-to-24-year-olds. In Belgium, the rate among youth was 43% in 2022, up sharply from 14% in 2019, reflecting the influence of social media and e-commerce platforms. However, there is a positive countertrend: 73% of EU consumers say they are willing to pay more for a well-designed product, though this drops to 66% in Belgium.

Police Crackdown and Organized Crime Concerns

Authorities are not standing idle. On April 23, a coordinated operation between the Brussels North Police Zone and the SPF Économie (Federal Public Service for Economy) uncovered five storage sites near Brussels North Station, seizing approximately eight cubic meters of counterfeit goods including shoes, bags, perfumes, belts, and cigarettes. As reported by RTBF, the Brussels North Police Zone stated: “These operations aim to fight a criminal phenomenon but also to protect consumers and legal merchants against these practices. Not only is counterfeiting illegal, but counterfeit products are generally of poor quality and, in some cases, dangerous.”

Authorities explicitly warn that counterfeit sales may fund organized crime, transforming what might appear to be a victimless transaction into a public safety concern.

Risks for Consumers

Beyond the economic damage, counterfeit jerseys pose real risks to buyers. They are often made with substandard materials and dyes that may cause skin irritation, lack fire safety certifications, and are produced without environmental or labor protections. Consumers who knowingly purchase fakes also risk customs fines or legal consequences.

What to Watch For

As the World Cup kicks off in the United States, Canada, and Mexico, the demand for Red Devils merchandise is expected to surge further. Belgian customs and law enforcement face a significant challenge in curbing the influx of counterfeit goods, particularly through online channels. The coming weeks will test whether enforcement efforts can keep pace with the rapidly expanding counterfeit trade — and whether consumer appreciation for design can outweigh the temptation of a bargain.