Coinciding with today’s World Anti-Counterfeiting Day, the EUIPO Observatory has launched the ‘Play Fair’ campaign on the negative effects of counterfeiting and piracy on the viability of sports and the sports sector.

This year, Europe is the epicentre of sport events as the world is gearing up to watch UEFA EURO 2024, Tour de France as well as the Olympic and Paralympic Games.

But as Europeans prepare to tune into the biggest broadcast sporting events, millions of them may do so illegally. According to an EUIPO study on EU citizens’ perception, awareness, and behaviour, 12% of EU citizens had accessed or streamed sports content from illegal sources. When it comes to youngsters aged 15-24, 27% admit to using illegal online channels to watch sports.

Besides sports broadcasting, across the EU, fake sports equipment cost manufacturers €850 million per year, accounting for 11% of lost sales in the sector. 10% of young Europeans from 15-24 years old knowingly purchased fake sports equipment online.

Last but not least, through a recent operation targeting counterfeit goods infringing well-known brands, police authorities throughout Europe detected and seized 8 million counterfeit sporting goods with an estimated retail value of €120 million.

Find out more about this data and the EUIPO’s awareness campaign launched today here.

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ECTA recognises the significance of the World Anti-Counterfeiting Day in raising awareness about the realities and consequences of counterfeiting. Our association is dedicated to combating counterfeiting by sharing professional experience and best practices at the EU level and beyond, particularly through our Anti-Counterfeiting Committee.