Sheffield Wednesday has issued a stern warning to fans against wearing counterfeit shirts at their stadium, stating that those found wearing fakes may be asked to leave. The club's management argues that counterfeit jerseys not only compromise quality and safety but also significantly impact club revenues, especially as official merchandise prices continue to rise. Fans have expressed outrage on social media, criticizing the club for creating an environment where they feel priced out of supporting their team. The club's statement emphasizes that official merchandise should only be purchased through their official channels and that brand protection teams will work to eliminate counterfeit sales. This decision comes amidst a broader trend where rising costs have led many fans to seek cheaper alternatives, with some estimates indicating millions spent on fake merchandise during recent tournaments. The club aims to balance protecting its brand with understanding the financial constraints faced by supporters.