A Championship club have threatened to ban supporters who wear counterfeit shirts to matches this season.
The club also confirmed they will turn anyone away who requests numbering or lettering on a fake kit from the megastore at the stadium.
More fans have turned to purchasing counterfeit shirts due to the rising cost of living along with football kits becoming more expensive.
England fans spent more than £2million on fake football shirts during the European Championship, with Nike estimated to have lost out on £6.5m in sales.
The Premier League‘s popularity has played one part as to why the prices of football kits have risen as manufacturers try to keep up with the global demand.
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 have announced that fans opting to wear counterfit shirts this season at Hillsbrough could be asked to leave the stadium stating that the purchase of counterfeit shirts can ‘impact on club revenues’.
On Sheffield Wednesday’s online club shop, a short sleeve home or away kit will cost fans £69, while those wanting the long-sleeve option must fork out £77.
In a club statement, Wednesday reminded fans of the impact purchasing counterfeit shirts over official merchandise had on their revenue streams and vowed to take drastic action.
‘We respectfully remind supporters that as well as being inferior in terms of quality and potentially unsafe due to materials used, counterfeit shirts and their sales impact directly on club revenues,’ the statement read.
‘Brand protection teams work together with the relevant authorities to remove counterfeit selling websites and will continue to do so.
‘Offline, all parties concerned will remain diligent in making every effort to close down the illegal trade of counterfeit goods.
‘Although we cannot prevent supporters from wearing counterfeit shirts away from Hillsborough, we do respectfully request that such products are not displayed inside the stadium.
Sheffield Wednesday have released their new home kit for the 2024-25 season earlier this summer
But the club has told fans wearing fake shirts at has an impact on the club’s revenue and will eject fans from Hillsbrough wearing the counterfeit tops
‘Anyone found to be wearing a fake shirt inside Hillsborough could be asked to leave, with information passed on to the relevant parties.’
The club statement did not mention how Wednesday plan to police their new policy at Hillsborough.
However, they won’t have to wait long to roll out the process as Wednesday host Wayne Rooney’s Plymouth Argyle on Sunday at 4pm to kick-off their Championship campaign.
The introduction of authentic shirts for some of the biggest clubs across Europe has not helped, either.
A replica Manchester United shirt will cost fans £80, but for those wanting the authentic kit, which is what Erik ten Hag’s troops will play in, they must fork out an eye-watering £110.
Wednesday didn’t state how they plan to police wearing the fake shirts in the statement
Several members of Wednesday’s club staff revealed the side’s new home shirt back in June
On Sheffield Wednesday’s online club shop, a short sleeve home or away kit will cost fans £69,
Printing costs also are another factor behind fans opting for counterfeit shirts.
If an Arsenal fan wants to add their favourite player to the back of their shirt, a name and number printed on the back will cost an extra £16 on the club’s online shop, meaning the overall package would cost £96 for a replica.
