As South Africans celebrated Bafana Bafana’s return to football’s biggest stage, demand for team jerseys and World Cup-related merchandise surged. While the tournament created valuable commercial opportunities for retailers and brand owners, it also provided fertile ground for counterfeiters looking to profit from heightened consumer demand.

Every four years, the FIFA World Cup captures the attention of millions of supporters around the world. This year’s tournament was no exception, with Bafana Bafana’s participation adding to the excitement for South African fans. The scale and commercial value of the World Cup make it one of the world’s most attractive targets for intellectual property infringement, from counterfeit jerseys and memorabilia to unauthorised use of tournament branding.

The commercial value of official World Cup merchandise also prompted a coordinated global enforcement response. Ahead of the 2026 tournament, authorities around the world, in a coordinated operation involving Europol, Interpol and the European Union Intellectual Property Office (EUIPO), seized more than 66 000 counterfeit football jerseys and kits destined for consumers, with estimated losses to commercial trade exceeding €7 million. South Africa has experienced the same trend. In the Western Cape, the South African Police Service (SAPS) seized counterfeit goods valued at more than R100 million, including counterfeit Bafana Bafana soccer kits, highlighting the scale of the illicit trade.

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The significance of these operations extends beyond the value of the goods seized. They illustrate how quickly counterfeiters can adapt to shifts in consumer demand. Counterfeit trade is no longer confined to informal markets and street vendors. Increasingly, counterfeit goods are marketed through social media, online marketplaces and sophisticated distribution networks. What may appear to be a bargain purchase can bear more significant consequences than consumers initially appreciate.

What are counterfeit goods?

At their core, counterfeit goods are unauthorised copies of branded products. Such goods are deliberately designed to resemble authentic branded products by copying protected trademarks, logos, packaging or other brand identifiers to create the impression that they originate from the legitimate brand owner.

South Africa has a well-established legislative framework to combat counterfeit trade, primarily through the Counterfeit Goods Act 37 of 1997. The Act empowers authorities to conduct searches, seize counterfeit goods, and institute enforcement proceedings against individuals involved in their manufacture, distribution or sale. These measures are intended to protect intellectual property rights, support legitimate business and safeguard consumers.

Counterfeit Jerseys – Cheaper isn’t always better

For many consumers, especially during a major sporting event, counterfeit jerseys may appear to be a cost-effective alternative to official merchandise. However, the lower price point often masks a much broader economic cost. The reality, however, is that the true cost of counterfeit goods is often borne elsewhere.

Unlike legitimate businesses, counterfeiters avoid many of the costs associated with bringing products to the market. They do not invest in product development, quality control, licensing, labour compliance, or product safety requirements. As a result, they can sell goods at significantly lower prices while competing unfairly with legitimate businesses.

Every counterfeit jersey sold is a lost commercial opportunity for a legitimate retailer, manufacturer or rights holder. Governments lose valuable tax revenue; businesses experience reduced profits and industries that support legitimate trade face increased pressure. Over time, this weakens investment in innovation, brand development and job creation, undermining the competitiveness of the formal economy.

The harm caused by counterfeit trade is not limited to economic considerations. International organisations, including Interpol, the Organisation for Economic Co-Operation and Development and the EUIPO, have identified links between large-scale counterfeiting operations to organised criminal networks. Consequently, the purchase of counterfeit goods may finance broader illicit activities, including corruption, bribery, money laundering and organised crime. This means the fight against counterfeiting extends far beyond the protection of intellectual property rights.

Counterfeit goods also present significant consumer protection risks. Counterfeit goods are frequently produced outside recognised manufacturing and safety standards, leaving consumers with little assurance about the quality, safety or durability of the products they purchase. Authorities have warned that counterfeit clothing may contain harmful chemicals or dyes, while counterfeit electrical products can pose fire and electrical hazards. A product that appears to offer a saving today may ultimately prove to be poor quality, unsafe or both.

A recent example illustrates the point. Counterfeit versions of the popular “squishy dumpling” toy, marketed to children, were found to contain excessive levels of benzene, a recognised carcinogen. Following a recent national recall in the United Kingdom, authorities seized counterfeit products linked to skin irritation, chemical burns and inhalation risks. The incident underscores that counterfeit goods are not merely an intellectual property concern, but can present serious public health risks, particularly to children.

Supporting more than just a team

The final whistle may have blown on the World Cup, but the lessons it offers for businesses, brand owners and consumers remain highly relevant. As major sporting events continue to drive demand for branded merchandise, protecting intellectual property and tackling counterfeit trade will remain critical to promoting fair competition, safeguarding consumers, protecting intellectual property rights and supporting legitimate businesses that contribute to economic growth.