Super Bowl LIX isn’t just a battleground for the NFL’s top teams—it’s also ground zero for counterfeiters trying to cash in on sports fans. In a major crackdown, U.S. authorities just seized nearly $40 million worth of fake jerseys, hats, and merch, exposing a booming underground industry. If you’re in the garment decoration business, this isn’t just a headline—it’s a wake-up call.
For years, counterfeit sports merchandise has been flooding online marketplaces, flea markets, and even pop-up shops around major sporting events. But this latest bust, part of “Operation Team Player,” shows that counterfeiters aren’t slowing down—and print shops should take notice.
What's Going On With Fake Jerseys?
In the weeks leading up to Super Bowl LIX, federal agents confiscated over 214,000 counterfeit items, including fake NFL fake jerseys, hats, and memorabilia. Since its inception in 2013, Operation Team Player has seized over $455 million worth of fake sports merchandise.
Why does this matter? Because these aren’t just shady back-alley sales—counterfeit sports merch is now a full-blown global industry that undercuts legitimate print shops, damages brand trust, and confuses customers who can’t tell real from fake.
Why Fake Jerseys Matters For Print Shops
You might be thinking: “I don’t sell fake jerseys or knockoffs, so this doesn’t affect me.” But the rise of counterfeits impacts everyone in the decorated apparel business. Here’s how:
- Fake merch devalues real work. Counterfeiters copy designs, use cheap materials, and sell at bargain-basement prices. That means customers start expecting custom jerseys and fan gear for less—without realizing they’re getting garbage quality.
- Counterfeit crackdowns could affect legit decorators. If fakes continue to flood the market, platforms like Etsy, Amazon, and eBay could tighten restrictions on selling custom jerseys and fan apparel—even for legit decorators.
- Print shops could be at risk for accidental copyright infringement. Some counterfeit designs are direct rip-offs of existing artwork, and if a print shop unknowingly reproduces a stolen logo or design, it could face legal trouble.
How Print Shops Can Protect Their Business
Counterfeit sports merchandise is a growing problem, but legitimate print shops can take proactive steps to safeguard their brand, customers, and reputation. From using licensed suppliers to educating buyers about quality, these strategies will help your shop stand out from cheap knockoffs and protect your bottom line. Here’s how you can stay ahead of counterfeiters:
1. Educate Customers On Quality
Most customers don’t know how to spot a fake. Help them out by showcasing the difference between high-quality, authentic prints and cheap knockoffs. Share side-by-side comparisons on social media, highlighting superior fabric, stitching, and print quality.
2. Use Licensed Designs & Trusted Suppliers
The best way to avoid counterfeit concerns? Work with authorized suppliers like SanMar, S&S Activewear, and Alphabroder—companies that guarantee licensed products and legal use of team branding.
3. Monitor Marketplaces For Stolen Designs
4. Push Value Over Price
Fake jerseys are cheaper for a reason—they fall apart after a few washes and use low-quality materials. Make sure your customers know that buying from a legit print shop means durability, customization, and customer support. Position your shop as a trusted alternative to mass-produced junk.
The Takeaway
The rise of counterfeit sports merchandise is more than just an issue for big brands—it directly impacts print shops, garment decorators, and custom apparel businesses. Fake jerseys and knockoff merch flood the market, driving down perceived value and making it harder for legitimate decorators to compete.
To protect your business:
- Educate customers on the difference between high-quality prints and counterfeits.
- Use licensed designs and trusted suppliers like SanMar and S&S Activewear.
- Monitor online marketplaces for stolen artwork and report counterfeit listings.
- Highlight value over price—quality, durability, and customization set real print shops apart.
Counterfeiters aren’t going anywhere, but by staying proactive, print shops can position themselves as the trusted source for authentic, high-quality apparel. Want more industry insights? Subscribe to our newsletter for expert tips on growing your custom printing business.
