Counterfeit San Antonio Spurs merchandise has become some of the most sought-after fake NBA gear on the market, costing the league an estimated $13.6 million annually, according to a recent study.
Across the NBA, counterfeit merchandise is estimated to cost the league more than $350 million each year, according to DuelBits, a sports betting and crypto casino website. Fake jersey sales account for roughly $234 million of that figure, while counterfeit hats, T-shirts, hoodies and other apparel make up an additional $128 million.
The surge in fake Spurs merchandise comes as the franchise’s popularity has skyrocketed during its playoff run and the rise of superstar Victor Wembanyama, whose global appeal has rapidly turned San Antonio into one of the NBA’s hottest brands.
The Spurs ranked sixth in sales loses among NBA teams, behind the Los Angeles Lakers, Golden State Warriors, Chicago Bulls, Oklahoma City Thunder and New York Knicks. DuelBits estimated fake Spurs jersey sales cost the league $6.4 million annually, while other counterfeit Spurs merchandise accounts for $7.2 million.
Victor Wembanyama had the most-faked jersey on the Spurs roster, according to the study, costing the NBA an estimated $1.25 million annually. That ranked 13th among current NBA players. De’Aaron Fox ranked 19th, with an estimated $1 million in lost revenue, while Chris Paul ranked 35th at $240,000.
The figure is an estimate, not a confirmed loss. DuelBits, a sports betting website, based its findings on global Google search volume for NBA jerseys, player jerseys, retro jerseys and other team merchandise.
The company then compared those searches with merchandise prices and applied an assumption that 15 percent of fans searching for NBA gear buy counterfeit products.
The Lakers topped the team rankings, with counterfeit jerseys and merchandise costing the league an estimated $35.1 million each year. The Warriors ranked second at $21.1 million, followed by the Bulls at $19.5 million.
DuelBits also found strong demand for fake retro jerseys. Counterfeit Michael Jordan jerseys were estimated to cost the league $17.8 million annually, followed by Kobe Bryant jerseys at $16.2 million and Allen Iverson jerseys at $5 million.
A DuelBits spokesperson said the findings show counterfeit merchandise is a growing problem for the NBA, especially as fans look for cheaper alternatives to official gear. The spokesperson said the estimated losses should concern league officials because counterfeit sales could cut into team and league revenue over time.
The study used Google Keyword Planner search volume data and price estimates from the Official NBA Store and FinanceBuzz. DuelBits said the lost revenue estimates assume 15 percent of merchandise-related searches result in the purchase of counterfeit items.