Impact of Counterfeit Football Jerseys on the Investment of Major International Brands in Moroccan Football 212
The counterfeiting of football jerseys is a widespread issue in Morocco, affecting both local clubs and major international teams. This practice directly impacts the perception and involvement of leading global sports brands (Nike, Adidas, Puma, etc.) in the development of Moroccan football.
Top brands are refusing to sponsor our national clubs! To wear a big brand, our top clubs such as Wydad Of Casablanca (WAC) or Raja Club Athletic (RCA) must purchase all the equipment with a discounted rate.
Here is the list of brands that will equip Moroccan clubs for the upcoming 2025–2026 season:
• WAC will be equipped by KAPPA
• RCA will keep UMBRO with a local production license
• Ittihad Touarga will be equipped by MACRON
• ASFAR and FUS will be with UHLSPORT (local production license)
• Other clubs will be equipped by national brands with limited capabilities in terms of equipment, technology, and accessories (e.g., Bang)
Current State of Counterfeiting in Morocco
• Widespread presence in informal markets: souks, small shops, and online sales via social media
• Very low prices: Counterfeit jerseys sell for 50 to 150 MAD, compared to 700 to 1000 MAD for an official jersey
• Weak enforcement: Lack of effective intellectual property law enforcement and high social tolerance for fake products
Consequences for Global Brands
• Loss of direct revenue
• Obstacle to marketing investments
• Damaged brand image
• Legal risks: Being associated with an “uncontrolled” market discourages brands from strengthening their presence
Impact on the Development of Moroccan Football
• Fewer official partnerships: Local clubs struggle to secure solid contracts with global brands
• Lower-quality gear: Without sponsorship, clubs rely on substandard equipment or secondary suppliers
• Reduced secondary revenue: In other countries, official jersey sales are a major income source
• Data deficiency: No club is currently able to provide accurate sales figures of jerseys per season
• Limited control: Even clubs like Wydad, Raja, or ASFAR can’t enforce exclusive official jersey sales in formal retail channels
Recommandations
National Actions
1. Strengthen legislation and customs controls:
- Establish special anti-counterfeiting units at customs
- Enforce stricter penalties for illegal distribution of counterfeit products
2. Raise public awareness:
- National campaigns highlighting the economic and ethical issues of counterfeiting
- Promote the value of buying original products
3. Encourage collaboration:
- Active partnership between FRMF, clubs, and brands to elevate the status
of official products
-Implement traceability systems (QR codes, NFC tags) for authentic jerseys
Global Actions Against Counterfeiting
1. International cooperation between sports federations, brands, and governments to track and dismantle global counterfeiting networks.
2. Leverage technology:
- Use blockchain for transparent product tracking
- Develop AI-based tools to detect fake products online
3. E-commerce regulation:
- Enforce stricter controls on social media platforms and marketplaces to ban counterfeit product listings
4. Support local production :
- Offer incentives for certified local manufacturers to produce official gear under license, ensuring both quality and accessibility
