Global Sports Industry Unites to Combat $460 Billion Counterfeit Market Threatening IP Rights

The Global Innovation Policy Center (GIPC) of the U.S. Chamber of Commerce convened a diverse group of leaders from intellectual property enforcement, trade, and professional sports communities on July 8 to confront the escalating threat of counterfeiting surrounding global sporting events.

At international soccer tournaments and other major sports occasions, fans frequently encounter jerseys, scarves, hats, and boots emblazoned with the logos of world-renowned sports brands. However, a significant portion of these items are counterfeit, infringing on the intellectual property rights of the original brand owners. These fake products often bypass safety testing, posing risks to consumers, while profits flow to criminal enterprises rather than the teams and designers who created the authentic merchandise.

Piotr Strysowski, Unit Head for the Working Party on Countering Illicit Trade at the Organisation for Economic Co-operation and Development (OECD), underscored the magnitude of the problem: “The scale of counterfeiting globally is $460 billion. 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.”

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

The surge in counterfeit goods is fueled by the heightened demand for licensed merchandise during global sporting events. Counterfeiters have become increasingly sophisticated, leveraging e-commerce platforms, social media, and complex supply chain loopholes to distribute fake products rapidly. Emerging technologies such as artificial intelligence have further accelerated counterfeit production and distribution.

Addressing these challenges requires moving beyond reactive enforcement to proactive, coordinated efforts among manufacturers, online marketplaces, law enforcement agencies, policymakers, brands, and consumers.

Steve Francis, President and Chair of IP House and former Director of the National Intellectual Property Rights Coordination Center, emphasized the necessity of collaboration: “Every organization in this room plays a really important role, and none of us could do it alone. We are all in this together.”

Rob Garrett, Principal Investigations Manager for Amazon’s Counterfeit Crimes Unit, detailed Amazon’s comprehensive four-part approach to combating counterfeit goods. This strategy includes protective seller and listing controls, advanced technology deployment, holding bad actors accountable, and consumer education to prevent victimization. Programs such as Brand Registry and Project Zero empower brands to identify and remove counterfeit listings, even if they do not sell directly on Amazon.

Garrett also stressed the critical role of partnerships between brands, e-commerce platforms, and law enforcement. He cited a recent successful operation where Amazon’s Brand Registry system helped dismantle a sophisticated counterfeit seller network, leading to coordinated enforcement actions across multiple jurisdictions.

Intellectual property infringement extends beyond physical merchandise. Sarah Austin, General Counsel for USA Track & Field, noted that sports organizations must protect a broad spectrum of assets, including sponsorships, broadcast rights, 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, echoed this expanded scope of protection: “It’s not just stopping a counterfeit jersey anymore. It’s protecting the moments and the images.”

GIPC Executive Director Jaci McDole and Senior Vice President Rick Wade have highlighted that criminal networks exploit major sporting events at every level—from counterfeit merchandise to illegal streaming and digital piracy—posing multifaceted threats to sports intellectual property.

From a business perspective, the stakes are high. Matt Priest explained that legitimate companies invest heavily to comply with safety standards, customs regulations, and legal requirements, while counterfeiters avoid these costs entirely. “You have to have a sophisticated response, and you have to have good partners,” he said.

The U.S. Chamber of Commerce remains committed to advancing this critical dialogue. Combating counterfeiting demands a unified approach. Manufacturers, retailers, online platforms, and consumers all share responsibility in safeguarding innovation, supporting legitimate businesses, and maintaining trust as the foundation of a fair and thriving marketplace.