00:01Millions of World Cup soccer jerseys are streaming out of factories in Bangladesh.
00:06To most fans, they all look the same, but the details tell a very different story.
00:13These jerseys are officially licensed replicas.
00:16These aren't approved by FIFA, but they're still well made.
00:19And then there are these, low-quality fakes produced by the thousands.
00:24They're all trying to copy authentic jerseys that look like this.
00:30The real one can sell for $180.
00:34Collectors' items cost even more.
00:36What? This one's $400.
00:39While the cheapest knockoffs go for just $20.
00:43This feels very, very light.
00:45Now, authorities around the globe are cracking down on fake jersey shipments before they reach fans.
00:52So why are official soccer jerseys so expensive?
00:55And what are fans really paying for?
00:58Fabric, quality or branding?
01:04This is Epilion style.
01:06One of the largest garment factories in Bangladesh with 5,000 workers.
01:11This year, it landed a huge order from the British brand Marks & Spencer for 90,000 official replica jerseys.
01:20They're designed for fans and are licensed by FIFA.
01:24It took the factories six months to chase official permits before they could even start production.
01:31Workers first turn yarn into fabric using massive circular knitting machines that cost at least $15,000.
01:39After that, they assemble the jerseys step by step, stitching shoulders, collars, side panels, plackets, hems, and logos until the
01:51final jerseys are ready for England and Brazil.
01:54In total, nearly 80 workers are involved in making a single jersey.
02:00The finished product goes through multiple quality checks before it's hand-tagged, folded, and exported to the UK.
02:09Replica jerseys, like the ones from Epilion, make up almost half of the global jersey market.
02:15So we came to this soccer store in Manhattan to buy one.
02:22Replica jerseys are officially produced by big sports brands and licensed by FIFA.
02:28And they have a more comfortable fit as they're designed for everyday wear.
02:32And then, like, these details are embroidered on this patch, the Mexico patch and the Adidas patch.
02:40The bottom line is they're not crazy expensive.
02:43And it looks good.
02:44It sells for $119.
02:47But at the higher end of the market are authentic jerseys that are closest to what players wear.
02:53The authentic version actually feels way heavier than the fan replica, which was just light, super light.
03:01Authentic jerseys use advanced performance fabrics and feature ventilation, reinforced stitching, and high-end printing.
03:08They have a different authenticity label that includes a hologram, a licensed product tag, or serial number printed somewhere inside
03:16the shirt, often near the collar or waistband.
03:19This one sells for $180 at this store.
03:23Thank you so much.
03:25Thanks.
03:25So why are they so expensive?
03:28Well, the biggest cut goes to the retailer, about 35% of the sale price.
03:34Then, brands like Nike or Adidas keep another 25%.
03:38But they have a lot of costs to cover.
03:41A huge chunk of the money goes into marketing.
03:45Extra!
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03:47World Cup tournament begins!
03:48The ads.
03:50The athlete endorsements.
03:52The social media campaigns.
03:54And the multi-million dollar sponsorship deals that make brands the official outfitter of national teams.
04:02For Team USA, Nike holds that exclusive right.
04:06And they told us that the high price of their authentic jerseys reflects years of research and development behind proprietary
04:15fabrics like Aerofit.
04:16But textile industry experts say even those jerseys cost very little to make, as most brands produce them out of
04:24factories in Asia, where manufacturing costs can be as low as $5 a shirt.
04:29Brands also pay licensing fees to FIFA for the right to use official World Cup branding.
04:36We asked the agency how much they make from those deals, but they didn't respond.
04:41Another 8 to 15% goes to the club or federation associated with the jersey.
04:47About 5% of the final tag covers transportation and distribution costs.
04:52And the rest goes to taxes.
04:54So when you buy a $180 jersey, you're not just paying for the shirt itself, but the massive business built
05:02around the world's biggest sporting event.
05:05In 2023 alone, the global soccer jersey market was worth roughly $15 billion, including both authentic jerseys and officially licensed
05:16replicas.
05:17And some estimates suggest it could nearly double over the next decade.
05:21That's because soccer is still growing in popularity.
05:25FIFA expects the 2026 World Cup to draw around 6 billion viewers worldwide, up from about 5 billion for the
05:33last one.
05:34And the organization expects to earn roughly $670 million in licensing revenue from all the different merch sold during this
05:44World Cup cycle.
05:48But demand can shift instantly.
05:51And a team that looks like a safe bet one day can become a liability the next.
05:56After Italy failed to qualify for the 2026 World Cup,
06:00Adidas slashed prices on its Italy jerseys by 50%.
06:04But today, soccer jerseys are no longer just for sports fans.
06:09They're coveted by collectors and resellers.
06:12It's so great. I mean, come on. And the colors, everything.
06:16And they've even become a fashion statement worn as street wear by celebrities and influencers far beyond the stadium.
06:24Dogs are even getting in on the trend. And so are politicians.
06:29New York City Mayor Zahran Mamdani launched 1,500 limited edition World Cup jerseys priced at just $50 each.
06:37Thousands of people lined up to get their hands on it.
06:40The fact that it was only 50 bucks is awesome.
06:42But within hours of selling out, the jerseys were already showing up on eBay.
06:47Some were listed for nearly $1,000.
06:51Of course, as jerseys become fashion, prices keep rising and not everyone can afford them.
06:57That's why the market for counterfeit jerseys has exploded.
07:01Nearly 18% of all football jerseys sold globally are fake.
07:07So we went to Canal Street to buy one for ourselves and couldn't find any price tags on it.
07:13The fabric is just like very, very cheap, you can tell.
07:16But we bought it for $25.
07:18And I see everything's made in Bangladesh, which is how it is.
07:21Well, thank you so much.
07:23No problem. Have a great day.
07:23You too.
07:24At first glance, it looks like the real thing.
07:27But there are clues to spot a fake.
07:29The fabric looks cheap and appears digitally printed with no real texture or depth.
07:35The crest uses the wrong colors and the stitching is already starting to come apart.
07:40There are no brand logos and it's missing a serial number tag.
07:44And the price was way too cheap.
07:49Factories in Bangladesh are churning out hundreds of thousands of these fakes for the World Cup.
07:54Like Advergo.
07:55They don't have any official orders from brands like Nike.
07:59But inside, workers are producing pieces with the brand's logo that are designed to look almost like the originals.
08:16Advergo studies official FIFA clothing before recreating it.
08:20We have a website.
08:21They have a website.
08:22They have a material that comes with the fabric.
08:25We have a website.
08:27They have a website.
08:27We have a website.
08:29They have a website.
08:41The hardest part of making these knock-offs is reproducing the high-performance fabrics.
08:59Instead of stitching the design details as higher quality replicas do, giant heat presses fuse
09:05them directly onto the fabric. Smaller presses apply silicone logos, sponsor details, and
09:12player names in just seconds. Workers sew the jerseys with 11-12 stitches per inch, just
09:20like the originals, and the average customer can't really tell the difference.
09:33If a defect is found, the garment is immediately sent back for correction.
09:40During the World Cup, companies like Advergo enter their busiest season. Production can
09:46rise to around 10,000 jerseys per day. Roughly 40% of its soccer stock is exported, and the
09:53rest stays in Bangladesh. The jerseys sell at a wholesale price of around 500 Bangladeshi
09:59taka. That's roughly $4.
10:11Selling or importing jerseys that use FIFA branding, club crests, or tournament logos without permission
10:18is illegal. Online marketplaces and social media have created a borderless business that's faster,
10:25cheaper, and harder to trace than ever. But ahead of major tournaments, enforcement in the U.S. ramps up.
10:32When you have crowds this big, criminal activities follow. Last year alone, the Department of Homeland
10:38Security seized more than 276,000 counterfeit sports-related items, worth over $33 million.
10:47Other countries are cracking down, too.
10:49This seizure is a reminder to fans. Be vigilant.
10:53In May, Canadian police seized $3.5 million worth of counterfeit merchandise, including 16,000 fake jerseys
11:02and flags. The largest seizure of its kind in Canadian history.
11:07If a deal seems too good to be true, it likely is.
11:11Back in Bangladesh, some small factories like this one are also making super fake jerseys,
11:18using imported fabric from China. MinMax plans to produce around 30,000 jerseys for the World Cup.
11:24The company openly admits these jerseys are inferior to authentic or licensed replicas.
11:47unusual hours.
11:48Still, for many customers, these jerseys are good enough.
11:51This is the customer.
11:53This is the customer.
11:55This is the customer.
11:55This is the customer.
11:56This is the customer.
12:01While for many fans price does influence the final choice,
12:06every jersey serves the same purpose,
12:09allowing fans to express loyalty toward their team
12:11and feel part of a community.
12:14I think it looks great.
12:15I love the little logo right here too for Mexico.
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