A new initiative has been launched to help Brentford supporters ensure their football shirts are the real deal.

West London startup KitLegit has teamed up with Brentford FC to roll out its #KeepYourKitLegit pilot, giving fans access to tools to verify their shirts, spot fakes, and report suspicious listings.

The move comes as counterfeit football merchandise continues to flood the market, with supporters often unknowingly buying fake shirts online.

Alex Protsenko, CEO and Co-Founder of KitLegit, said: "This is about protecting fans and safeguarding the pride that comes with wearing your team's colours.

"By making our checks and resources available to Brentford supporters, we're giving them the tools to wear their shirts with pride and confidence."

Through the pilot programme, Brentford fans can now:

• Verify their shirts using KitLegit's digital check tool
• Learn the key signs of counterfeit kits
• Report suspicious listings to help protect the wider fanbase

Fans can use KitLegit's app to verify authentic shirts (credit: KitLegit).

Protsenko added: "Keeping counterfeit shirts off the terraces is about more than merchandise.

"It's about protecting the bond between the club, the shirt, and the supporters."

The Brentford partnership is the first of several collaborations KitLegit plans to announce with football clubs and enforcement bodies in the coming weeks.

Founded in London, KitLegit uses AI-powered image analysis to detect counterfeit sports merchandise. Its technology is available via a mobile app and white-label integration, empowering supporters to shop with confidence and helping clubs protect their brand.

Brentford's collaboration comes at the start of the club's new kit partnership with Joma, which began with the 2025/26 season.

Fans can learn more about the initiative at kitlegit.com.

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