Summer of Sport: embracing the authentic fan experience

Nothing beats the excitement of being part of sporting history. From those lucky enough to bag a place in the stadium to those beyond, making the most of these moments will be intensely personal to each fan. It might be wearing the latest replica shirt, taking home a souvenir, or even just that memory when the final whistle blows. But fake memorabilia, fraudulent ticketing, and even poor quality broadcasts can spoil a moment forever. So for fans looking to make the most of their experiences, here’s how to ensure your summer of sport is authentic.

As moments of sporting brilliance light up stadiums, many feel the urge to don the colors of their favorite team. However, as fans rush to buy up their replicas, the availability of counterfeit merchandise can often shoot up. A recent bust in Hong Kong uncovered nearly $7 million worth of fake sports gear, including 6,000 bogus Euro and Copa America jerseys. Knock-offs cheat fans by lacking the quality and durability of the genuine article.

So, what can a fan do to find their genuine merchandise? First up, stick to official retailers, whenever you can. If you’re at the store, check out product labels and hangtags for security features, or scan QR codes to help confirm product authenticity. Buying genuine gear not only ensures a quality product, it can also support sustainability and funding back into grassroots sport. For example, the Football Association and the Scottish FA have shown how sales of authentic merchandise can provide a valuable source of funding to help invest into the game.

Whether it be a cap, a scarf, or the latest shirt, these items often symbolize memorable moments from authentic experiences. Who wants a favorite shirt that falls apart or fades? It should stay looking good and last as long as the memories. Owning the genuine article helps keep connections to sport authentic and rewarding.

As a leading partner to sports, both the major and the less mainstream, we believe passionately in the genuine article. For products, this means premium merchandising options, from woven badges with added security to optical labels and hangtags. We also work with top licensors to ensure authorized products are sold through the right channels, while our global response to tackling online counterfeit sales helps stop fakes at their source.

With the Olympics only coming once every four years, anticipation for the Paris 2024 Games was sky-high. But with Tokyo 2020 bereft of visitors, excitement was always going to be that bit greater. However, this also opens the door for scammers, with numerous fake ticketing websites and phishing attempts already popping up. Before the Games kicked off, French authorities had already identified 340+ websites selling fake Paris 2024 tickets.

So how can you avoid online fraud and ensure tickets are genuine? For starters, always opt for official channels, such as the Paris 2024 ticket website, and avoid third-party resellers. You can make the most of the official Paris 2024 Tickets app to keep your tickets safe and sound. The app lets you easily download, transfer, and even resell your tickets securely. It’s the best way to stay on top of your events schedule and guarantees you’ve got the real deal. And naturally, the Paris 2024 organizers are taking action to keep fans safe. If you’re unsure about an email that looks suspicious, contact the organizers directly at:  integrityandenforcement@paris2024.org.

When checking for authenticity, look out for common giveaways, like misspelled URLs or an unusual domain name. Phishers often use URLs that are designed to look official, but are simply not e.g. “paris2024tickets.com” instead of “paris2024.org”. Always double-check the URL and ensure it starts with “https://”. For more info, head to our phishing resource page. OpSec is there to tackle online fraud. We use advanced AI and monitoring technologies to spot and combat brand impersonation and counterfeit sales across the web. This proactive approach not only keeps threats at bay, but helps maintain brand integrity and builds consumer trust. Want to know more about how we can protect your sports brand? Check out our online brand protection solution.

The convenience of digital streaming is undeniable, but it can also lure users towards pirated content. While it presents itself as a harmless option, media piracy often comes with major downsides, such as low quality, high latency, and zero interactive features. Beyond these basic pitfalls, you may already be aware that pirated streams can leave you open to cybersecurity and the risk of identity theft. In the UK, around half of people who have watched illegal streams say they, or someone they know, have fallen victim to theft or identity fraud as a result.

Of course, whether you are watching live or highlights, you will want to see the action and athletes at their very best. Genuine streams offer the best quality, ensuring you don’t miss the moments that matter. What is more, broadcast and ad revenues from genuine streams are often critical contributors to sports funding, supporting everything from accessibility to grassroots initiatives. With stolen content, those funds end up going to the pirates instead, depriving the sport of valuable resources and providing an ongoing incentive for piracy.

When looking for content online, be aware that pirated content may feature high up in search rankings, making it appear more genuine. At times, it can be tricky to spot genuine content online, but resources are available to help. OpSec tackles pirate search links to reduce the availability of illegitimate content, keeping fans safer and ensuring better viewing experiences. Want to find out more? Check out our latest blog, Innovate to protect: transforming sports media to defeat piracy, exploring the topics of fan engagement and content control.

This summer isn’t just about the big events – it’s also a milestone. Paris 2024 is the first Olympic Games with equal numbers of female and male athletes competing – a huge step for inclusivity in sports. Curious about how women’s sports are gaining momentum? Check out our Brand Matters report, From Sidelines to Primetime, to see how women’s sports are moving from niche to mainstream, with exciting opportunities for brands.

Whether you’re purchasing a team jersey or booking tickets to watch your team compete, there’s plenty to be inspired by. Maybe it’s the Open that got you out for a round of golf, or maybe the Olympics will be the excuse to run to the end of the street. For our part, we’re inspired to work with the world’s leading sports brands. Check out our Imagined Brands, FERO and NOVA, which we created as concept and creative studies. Once you’ve learned what lies behind the label, you might look a little longer at the tech in your latest merchandise…