Brentford Football Club is pioneering the integration of microchips into their match-day shirts, a crucial step against counterfeit football kits, especially given the rising prices of replica and match-worn jerseys. Starting with their Premier League match against Everton, this technology, developed by Fabricks, will utilize near-field communication (NFC) to authenticate shirt provenance. With the counterfeit Premier League shirt market generating about £180 million annually, such measures are vital as demand and market value soar. Recent enforcement actions have highlighted the extensive scale of added counterfeit issues, stressing the need for authenticity in the football merchandise sector.
Brentford will integrate microchips into match-day shirts, ensuring authenticity against counterfeits. The first English side to adopt this innovation, starting with the Everton match.
The microchips, created by Fabricks and using NFC technology, will help verify the provenance of match-worn shirts, which have become collector's items with high market value.
The counterfeit market for Premier League shirts generates around 180 million a year, highlighting the need for initiatives like Brentford's to protect genuine items and their value.
Last year, a joint operation led to the seizure of 446,681 fake football apparel, stressing the growing need for authenticity in the lucrative football merchandise market.
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