0:01 Millions of World Cup soccer jerseys are streaming out of factories in Bangladesh.
0:07 To most fans, they all look the same,
0:09 but the details tell a very different story.
0:13 These jerseys are officially licensed replicas.
0:16 These aren't approved by FIFA, but they're still well-made.
0:19 And then there are these, low-quality fakes produced by the thousands.
0:24 They're all trying to copy authentic jerseys that look like this.
0:31 The real one can sell for $180.
0:34 Collectors' items cost even more.
0:37 >> What?
0:37 >> This one's $400.
0:40 >> While the cheapest knockoffs go for just $20.
0:43 >> This feels very, very light.
0:45 >> Now, authorities around the globe are cracking down on fake jersey shipments before
0:50 they reach fans.
0:52 So, why are official soccer jerseys so expensive?
0:56 And what are fans really paying for?
0:58 Fabric, quality, or branding?
1:04 This is Epyllion Style,
1:06 one of the largest garment factories in Bangladesh with 5,000 workers.
1:11 This year, it landed a huge order from the British brand Marks & Spencer
1:16 for 90,000 official replica jerseys.
1:20 They're designed for fans and are licensed by FIFA.
1:24 It took the factory 6 months to chase official permits before they could even
1:29 start production.
1:31 Workers first turn yarn into fabric using massive circular knitting machines
1:37 that cost at least $15,000.
1:40 After that, they assemble the jersey step by step, stitching shoulders, collars, side panels,
1:47 plackets, hems, and logos until the final jerseys are ready for England and Brazil.
1:55 In total, nearly 80 workers are involved in making a single jersey.
2:00 The finished product goes through multiple quality checks before it's hand tagged, folded,
2:06 and exported to the UK.
2:10 Replica jerseys, like the ones from A almost half of the global jersey market.
2:16 So, we came to this soccer store in Manhattan to buy one.
2:22 Replica jerseys are officially produced by big sports brands and licensed by FIFA.
2:28 And they have a more comfortable fit as they're designed for everyday wear.
2:32 >> And then, like these details are embroidered on this patch, uh the Mexico patch,
2:38 and the Adidas patch.
2:40 >> The bottom line is they're not crazy expensive.
2:43 >> And it looks good.
2:45 It sells for $119.
2:47 >> But, at the higher end of the market are authentic jerseys
2:51 that are closest to what players wear.
2:53 >> The authentic version actually feels way heavier than the fan replica,
2:58 which was just light, super light.
3:00 >> Authentic jerseys use advanced performance fabrics and feature ventilation, reinforced stitching,
3:07 and high-end printing.
3:09 They have a different authenticity label that includes a hologram, a licensed product tag,
3:13 or serial number printed somewhere inside the shirt, often near the collar or waistband.
3:19 This one sells for $180 at this store.
3:23 >> Thank you so much.
3:24 Thanks.
3:26 >> So, why are they so expensive?
3:28 Well, the biggest cut goes to the retailer, about 35% of the sale price.
3:34 Then, brands like Nike or Adidas keep another 25%.
3:39 But, they have a lot of costs to cover.
3:41 A huge chunk of the money goes into marketing.
3:45 >> Extra, extra, read all about it.
3:47 World Cup hype begins.
3:49 >> The ads, the athlete endorsements, the social media campaigns,
3:54 and the multi-million dollar sponsorship deals
3:57 that make brands the official outfitter of national teams.
4:03 For team USA, Nike holds that exclusive right.
4:07 And they told us
4:08 that the high price of their authentic jerseys reflects years of research
4:12 and development behind proprietary fabrics like AeroFit.
4:16 But textile industry experts say even those jerseys cost very little to make
4:22 as most brands produce them out of factories in Asia where manufacturing costs can
4:27 be as low as $5 a shirt.
4:30 Brands also pay licensing fees to FIFA for the right to use official World
4:35 Cup branding.
4:36 We asked the agency how much they make from those deals,
4:39 but they didn't respond.
4:41 Another 8 to 15% goes to the club or federation associated with the jersey.
4:47 About 5% of the final tag covers transportation and distribution costs.
4:52 And the rest goes to taxes.
4:55 So when you buy a $180 jersey,
4:58 you're not just paying for the shirt itself,
5:01 but the massive business built around the world's biggest sporting event.
5:05 In 2023 alone, the global soccer jersey market was worth roughly $15 billion including
5:12 both authentic jerseys and officially licensed replicas.
5:17 And some estimates suggest it could nearly double over the next decade.
5:21 That's because soccer is still growing in popularity.
5:25 FIFA expects the 2026 World Cup to draw around 6 billion viewers worldwide up
5:31 from about 5 billion for the last one.
5:34 And the organization expects to earn roughly $670 million in licensing revenue from all
5:41 the different merch sold during this World Cup cycle.
5:49 >> >> But demand can shift instantly.
5:51 And a team that looks like a safe bet one day can become a
5:55 liability the next.
5:56 After Italy failed to qualify for the 2026 World Cup,
6:00 Adidas slashed prices on its Italy jerseys by 50%.
6:05 But today, soccer jerseys are no longer just for sports fans.
6:09 They're coveted by collectors and resellers.
6:12 >> It's so great.
6:13 I mean, come on.
6:14 And the colors, everything.
6:16 >> And they've even become a fashion statement worn
6:19 as streetwear by celebrities
6:21 and influencers far beyond the stadium.
6:24 Dogs are even getting in on the trend.
6:27 And so are politicians.
6:29 New York City Mayor Zaran Mamdani launched 1,500 limited edition World Cup jerseys priced
6:35 at just $50 each.
6:38 Thousands of people lined up to get their hands on it.
6:40 >> The fact that it's only 50 bucks is awesome.
6:42 >> But within hours of selling out, the jerseys were already showing up on eBay.
6:47 Some were listed for nearly $1,000.
6:51 Of course, as jerseys become fashion,
6:54 prices keep rising and not everyone can afford them.
6:57 That's why the market for counterfeit jerseys has exploded.
7:01 Nearly 18% of all football jerseys sold globally are fake.
7:07 So we went to Canal Street to buy one for ourselves
7:10 and couldn't find any price tags on it.
7:12 >> Uh the fabric is just like very, very cheap.
7:15 You can tell. >> bought it for $25.
7:18 >> And I see everything's made in Bangladesh, which is yeah, how it is.
7:21 Well, thank you so much.
7:23 You too.
7:24 >> At first glance, it looks like the real thing.
7:27 But there are clues to spot a fake.
7:29 The fabric looks cheap and appears digitally printed with no real texture or depth.
7:35 The crest uses the wrong colors
7:37 and the stitching is already starting to come apart.
7:40 There are no brand logos and it's missing a serial number tag.
7:44 And the price was way too cheap.
7:49 Factories in Bangladesh are churning out hundreds of thousands of these fakes for the
7:53 World Cup.
7:54 Like Advergo, they don't have any official orders from brands like Nike.
7:59 But inside, workers are producing pieces with the brand's logo
8:03 that are designed to look almost like the originals.
8:16 Advergo studies official FIFA clothing before recreating it.
8:42 The hardest part of making these knockoffs is reproducing the high-performance fabrics.
8:59 Instead of stitching the design details as higher quality replicas do,
9:04 giant heat presses fuse them directly onto the fabric.
9:08 Smaller presses apply silicone logos, sponsor details, and player names in just seconds.
9:15 Workers sew the jerseys with 11 to 12 stitches per inch,
9:19 just like the originals.
9:21 And the average customer can't really tell the difference.
9:34 If a defect is found, the garment is immediately sent back for correction.
9:40 During the World Cup, companies like Advego enter their busiest season.
9:45 Production can rise to around 10,000 jerseys per day.
9:49 Roughly 40% of its soccer stock is exported, and the rest stays in Bangladesh.
9:55 The jerseys sell at a wholesale price of around 500 Bangladeshi taka.
9:59 That's roughly $4.
10:12 Selling or importing jerseys that use FIFA branding, club crests,
10:16 or tournament logos without permission is illegal.
10:19 Online marketplaces and social media have created a borderless business that's faster, cheaper,
10:26 and harder to trace than ever.
10:28 But ahead of major tournaments, enforcement in the US ramps up.
10:32 >> When you have crowds this big, criminal activity is followed.
10:36 >> Last year alone, the Department of Homeland Security seized more than 276,000 counterfeit
10:43 sports-related items worth over $33 down,
10:49 too.
10:49 >> This seizure is a reminder to fans be vigilant.
10:53 >> In May, Canadian police seized 3
10:56 and 1/2 million dollars worth of counterfeit merchandise,
10:59 including 16,000 fake jerseys and flags,
11:03 the largest seizure of its kind in Canadian history.
11:07 >> If a deal seems too good to be true, it likely is.
11:12 >> Back in Bangladesh, some small factories like this one are also making super
11:17 fake jerseys using imported fabric from China.
11:20 Minmax plans to produce around 30,000 jerseys for the World Cup.
11:24 The company openly admits these jerseys are inferior to authentic or licensed replicas.
11:48 >> Still for many customers these jerseys are good enough.
12:02 While for many fans price does influence the final choice,
12:06 every jersey serves the same purpose,
12:09 allowing fans to express loyalty toward their team and feel part of a community.
12:14 >> I think it looks great.
12:15 I love the little um um logo right here too for Mexico.
