The EFC Brand Protection Service gives every club the power to fight back to date the Brand Protection Service has removed over 500k counterfeit offers across 100+ marketplaces. By protecting club brands online, stopping counterfeits and safeguarding official products, this service ensures more value flows back into football — to support clubs, players and fans. Why Brand Protection Matters in Football
Counterfeit football merchandise diverts money away from clubs and the game.
Protecting official kits and merchandising strengthens official distributors, licensing and sponsorships.
Collective action makes world-class brand protection affordable for every club.
Stronger brands mean more reinvestment into football on and off the pitch.
Working together, clubs can stay on top of the game, learn from each other’s experiences and implement best practices to tackle counterfeiting.
How the Brand Protection Service Works EFC combines deep and dedicated football expertise with Sentryc’s AI-powered technology to monitor, detect and remove counterfeit products online at scale. 1. Detect
Hundreds of marketplaces are scanned constantly for our clubs, flagging counterfeit football shirts, kits and fan products. 2. Analyse Clear infringements are removed automatically based on pre-approved rules and algorithms. Complex cases are handled by EFC analysts who work with clubs to ensure priorities are clear and legal risks are managed appropriately. 3. Remove Over 90% of counterfeit football offers are taken down automatically. The rest are reviewed by dedicated specialists in collaboration with the clubs. Clubs also receive advice and support for complex or sensitive cases. Live dashboards and regular progress reports keep every club in control with clear data and results. Flexible Brand Protection for Every Football Club Every club deserves strong brand protection no matter its size or resources. That’s why EFC offers a tiered service, ranging from just €2,000 to catering for the most demanding clubs needing comprehensive support across online channels:
Tier 4:Basic monitoring of key local marketplaces.
Tier 3:Wider coverage across regional and global platforms.
Tier 2: Global marketplace coverage, some social media brand protection and reactive website enforcement.
Tier 1: Full protection across all covered marketplaces, social media and proactive enforcement against infringing websites.
All tiers include direct support from our team of EFC analysts.
Thanks to EFC’s collective buying power and non-profit approach, costs are kept well below industry benchmarks — making top-level football brand protection accessible to all.
Trusted by Clubs Across Europe Clubs already using the service see measurable impact:
“Harnessing the power of the EFC clubs will not only be extremely impactful for online brand protection but the data and insights collected can inform decision makers about new potential revenue opportunities.” — Paul Dicken, Vice President of Brand Protection, Liverpool FC
“This project is revolutionary. It levels the playing field, making brand protection accessible and affordable for clubs of all sizes.” — Marko Djokovic, Deputy CEO, FK Sutjeska
“As a community working together, the participating clubs (big or small) will not only benefit from economies of scale, but also from sharing of knowledge in relation to brand protection.” — Menno Kroon, Legal Counsel, Ajax
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Protect your club badge. Safeguard your official football merchandise. Strengthen the bond with your fans.
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