Rio Ferdinand has joined forces with Cifr.io, a UK technology firm pioneering a groundbreaking solution to tackle the global epidemic of counterfeit football shirts.
Cifr.io has developed unclonable product authentication blockchain microchip technology to revolutionise the authentication of official merchandise, ensuring fans receive only genuine products while protecting clubs from financial losses.
The counterfeit football shirt trade has reached crisis levels, with millions of inauthentic kits flooding online marketplaces every season.
Cifr.io says traditional anti-counterfeiting measures – such as barcodes, holograms and QR codes – have failed to curb the problem and are easily copied by counterfeiters.
“Counterfeit football shirts are damaging the game at every level,” said Manchester United and England legend Ferdinand, now global ambassador for and investor in Cifr.io.
“As a player, you know how much passion and support fans bring to the game, and they deserve the real thing, not cheap imitations. Cifr.io’s technology ensures authenticity, while also enhancing fan engagement. It’s a game-changer.”
The patented microchip technology is embedded directly into football shirts, and is a viable solution across all luxury products and merchandise. Fans can scan the chip with their phones, instantly verifying authenticity while gaining exclusive access to club content, such as player interviews, match day discounts, ticket sales and personalised offers.
Additionally, clubs can update this dashboard in real-time, opening new marketing and fan engagement opportunities.
Cifr.io also provides valuable consumer data, allowing clubs to monitor fan engagement and purchasing trends through their Cifr dashboard in real time.
Co-founded by AI and blockchain expert Ali Alawadi, Cifr.io is already making waves in the industry. Several Premier League clubs are in discussions to integrate the technology, and football icon David Beckham was introduced to the innovation at Inter Miami in late 2024.
The company also showcased its cutting-edge solution at the 2024 Globe Soccer Awards in Dubai, embedding its microchip into trophies awarded to players such as Cristiano Ronaldo, Neymar Jr. and Jude Bellingham.
Tommaso Bendoni, CEO of the Globe Soccer Awards, praised the partnership.
“We had the pleasure of collaborating with Cifr.io for the 2024 awards, incorporating their innovative chip technology into our trophies,” he said.
“This added a new dimension to the experience, allowing winners to instantly access season highlights for their award. We highly recommend Cifr.io for organisations looking to enhance product authenticity and engagement.”