Unusual move. The English club banned fans from entering the stadium wearing fake uniforms

As national leagues gradually kick off across Europe, with the English Premier League set to begin next week, the Championship, England's second-tier competition, started yesterday.

Traditionally, teams unveil their new kits ahead of the new season. However, as the cost of official merchandise continues to rise, fans are increasingly turning to cheaper counterfeit versions.

Sheffield Wednesday, a Championship club, has decided to tackle this issue head-on. The team issued a warning to its supporters, stating that fans who attempt to enter the club’s home matches wearing counterfeit kits may be removed from the stadium.

The club's statement reads:

"We respectfully remind fans that counterfeit shirts are not only inferior in quality and potentially unsafe due to the materials used, but they also directly impact the club's revenue. Official Sheffield Wednesday merchandise is available exclusively at Owls Megastore or through our online store.

Brand protection teams are working with relevant authorities to take down websites selling counterfeit products and will continue to do so. Offline, all stakeholders will persist in their efforts to halt the illegal trade of counterfeit goods. As such, any requests to apply lettering and/or numbering to any counterfeit shirts brought into the Megastore will be declined.

While we cannot prohibit fans from wearing counterfeit shirts outside Hillsborough [Sheffield Wednesday's home stadium], we strongly request that such products are not displayed at the stadium."

The statement continues:

"Anyone found wearing a counterfeit shirt at Hillsborough may be asked to leave the stadium, and information will be passed on to the relevant parties. Thank you for your cooperation."

It's worth noting that in Sheffield Wednesday's official store, a home or away kit costs between £66 and £77, depending on the sleeve length.