A $460 Billion Problem: Combating Counterfeits Takes Every Player on the Field

Walk through any fan zone at this summer's international soccer tournament, and you'll see it everywhere: jerseys, scarves, hats, and boots bearing the marks of the world's most recognizable sports brands. What you might not realize is that a significant share of what is on display is stolen. Not stolen from a factory or a store, but from the owner of the brand it represents. All too often, these products are fake: theft of intellectual property.  

These counterfeit products are not tested for chemical or material safety, putting customers at risk, and the purchase price won’t go back to the team that trained so hard or the original designer, instead those funds go to criminal enterprises. On July 8, the U.S. Chamber of Commerce’s Global Innovation Policy Center (GIPC) brought together leaders from across the intellectual property enforcement, trade, and professional sports communities to highlight this problem.  

"The scale of counterfeiting globally is $460 billion," said Piotr Strysowski, Unit Head for the Working Party on Countering Illicit Trade at the Organisation for Economic Co-operation and Development (OECD). "That's the scale of the GDP of a country. It's not a jackpot in a lottery, it's humongous, and this money doesn't go to the Robin Hoods of today's world. It goes to organized crime." 

Counterfeiting hurts consumers and businesses alike 

 "Counterfeiting is not a victimless crime," said Matt Priest, President and CEO of the Footwear Distributors and Retailers of America. "It funds organized crime, it puts unsafe products in the hands of consumers, and it undermines every company that plays by the rules."  

As global sporting events drive demand for licensed merchandise, counterfeiters have become increasingly sophisticated, exploiting e-commerce platforms, social media, and loopholes in complicated supply chains to reach customers faster. New technologies like AI have accelerated the pace and reduced barriers to creating counterfeits.  

Tackling counterfeits takes collaboration 

Now, intellectual property protection must go beyond reactive enforcement — requiring proactive coordination among manufacturers, online marketplaces, law enforcement, policymakers, brands, and consumers alike. 

Steve Francis, President and Chair of IP House and former Director of the National Intellectual Property Rights Coordination Center, pointed out that cooperation is one of the key elements of successful brand protection.  

“Every organization in this room plays a really important role, and none of us could do it alone,” Francis said. “We are all in this together.” 

Rob Garrett, Principal Investigations Manager for Amazon’s Counterfeit Crimes Unit, outlined the company’s four-part strategy for combatting counterfeit goods: protective seller and listing controls, advanced technology, holding bad actors accountable, and educating consumers before they become victims. He highlighted programs like Brand Registry and Project Zero, which assist brands in identifying and removing counterfeit listings, even if they do not sell products directly on Amazon.  

Garrett emphasized the importance of collaboration between brands, e-commerce platforms, and law enforcement in achieving success. In a recent case, investigators dismantled a sophisticated network of counterfeit sellers thanks to information provided by Amazon’s Brand Registry system, resulting in coordinated enforcement across several jurisdictions.  

IP infringement goes digital 

IP infringement is not limited to physical merchandise. Sarah Austin, General Counsel for USA Track & Field, said sports organizations today must protect everything from sponsorships and broadcast rights to digital content and trademarks.  

“Most threats are now on a digital basis,” Austin said. “We have a team making sure that our brand is being represented correctly.”  

Donald Fishman, Senior Vice President and Assistant General Manager of the Washington Capitals, explained that what today’s sports brands must safeguard goes beyond merchandise.  

“It’s not just stopping a counterfeit jersey anymore,” Fishman said. “It’s protecting the moments and the images.” 

As GIPC Executive Director Jaci McDole and Senior Vice President Rick Wade detailed in a recent piece about the threats facing sports IP in 2026 criminal networks exploit major sporting events at every level – from counterfeit merchandise to encompassing illegal streaming and digital piracy. 

Playing by the rules 

In business, the stakes extend beyond brand reputation. Priest explained that honest businesses spend significant resources to meet safety standards, customs requirements, and other legal obligations, while counterfeiters evade these expenses completely.  

“You have to have a sophisticated response, and you have to have good partners,” Priest said.  

The U.S. Chamber is committed to keeping this crucial conversation going. The fight against counterfeiting demands a united front. From manufacturers and retailers to online platforms and buyers, every stakeholder has a role to play in safeguarding innovation, supporting legitimate businesses, and ensuring that trust remains the foundation of a fair and thriving marketplace. 

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