Ticket fraud remains a familiar threat around major tournaments, but fake merchandise can appear less suspicious. Fans expect to search for a jersey or scarf, and a polished advert can make a fraudulent shop look like a legitimate retailer.
“Ticket scams still exist online, but there's a pivot towards merchandise, hats, jerseys, flags, whatever it may be, just because the scammers understand that it's an easier lure,” Leslie said.
The report says some shoppers were redirected from genuine-looking adverts to copycat stores after criminals allegedly inserted hidden code into compromised retail websites. It also describes criminal groups sharing tactics and exploiting dark-web marketplaces.
AI tools are adding another layer of deception. Fraudsters are reportedly using chat applications to produce more convincing emails and social-media posts, while translating messages for different audiences.
The safest approach is to avoid treating a professional-looking advert as proof of authenticity. Fans should type recognised retailer or tournament addresses directly into their browsers and check the web address carefully before paying.
Credit cards can provide stronger protection than irreversible payment methods. Leslie also offered a blunt warning: “is never going to ask you to pay them in Bitcoin for a ticket.”
That principle applies beyond tickets. Requests for cryptocurrency, gift cards or bank transfers should immediately raise suspicion, particularly when linked to limited-stock merchandise or urgent deadlines.
As excitement builds around the tournament, scam campaigns are likely to follow the same attention cycle as legitimate sales. Supporters should expect increasingly polished messages rather than obvious spelling mistakes and crude websites.
The next storyline to watch will be whether retailers and tournament organisers can disrupt fraudulent domains quickly enough to protect fans before the biggest wave of online demand arrives.