Why fans can't wear fake jerseys at Euro 2024

Only a few days remain until the start of Euro2024, one of this year's most eagerly awaited sporting events. It will take place in Germany, in the cities of Gelsenkirchen, Berlin, Munich and many others, and one would think that nothing less than two weeks before the opening whistle will dampen the enthusiasm of the most passionate supporters, except for the many bans that will moderate the behaviour of the fans. Germany in fact is famous for being rather strict on regulations and sanctions: in cities like Munich or Hamburg it will not be possible to consume alcohol in public places, under penalty of a fine of around €50. The authorities will be very careful to control those who do not cross at pedestrian crossings, ready to punish with a fine of €10 even those who cross the street before the green light goes off. 

On the occasion of Euro2024, however, a new regulation will be introduced, the one against fake jerseys. Sport marketing expert Merrick Haydon explains to Sport Bible how the trademark law in Germany is extremely strict. Violating this law in the country hosting the competition leads to very serious sanctions with fines of up to €5000. This is not the end of the limitations to know about Euro2024. Obviously, the most frightening sanction is the one concerning counterfeit articles, especially since the German authorities are very thorough in this type of control, which in the vast majority of cases takes place near stations or transport stops. At the same time, given the almost complete similarity that today's knockoff jerseys have with the original versions, it will be very complicated for the authorities to spot a counterfeit item from a distance.

Further evidence of the expansion of the counterfeit market is the recent action by the Spanish police, who confiscated 11 tonnes of counterfeit jerseys just a few hours before the Champions League final between Real Madrid and Borussia Dortmund. A gigantic assortment consisting of 36,500 jerseys of European teams that would have been sold at the final and at the European Championship.

It is very likely that they will carry out random checks or use innovative tools to immediately recognise the authenticity of a jersey. Many will have to worry that they will not be able to take their jersey with them: The market for counterfeit jerseys has grown considerably in recent years, mainly thanks to platforms such as Temu, a veritable paradise for fake football shirts. In contrast to now specialised websites such as DHL Gate, which offer products that are almost indistinguishable from the original, on the marketplace of the Chinese giant - and competitor of Shein - you can find designs invented from scratch that merely replicate the corporate colours of national or club teams. At least they could make work easier for the German police.