Licensed Sports Merchandise Market - Snapshot

Licensed sports merchandise products are widely accepted by consumers due to the rising adoption of apparel and footwear by consumers over the years. The licensed sports merchandise market report would help licensed sports goods manufacturers, suppliers, and distributers to estimate and analyze the demand for such products across different regions. Under the scope of the report, based on product category type, the licensed sports merchandise market is segmented into sports apparel, sports footwear, sports accessories, toys and videogames or software, domestic and housewares among others. Others licensed sports merchandise type includes souvenirs, gifts or novelties, consumer electronics, and food and beverages. 

Increasing popularity of sporting leagues and their increasing fan base is creating a positive impact on the demand for licensed sports products across all age groups. Based on distribution channel type, the licensed sports merchandise market is further bifurcated into e-commerce or online stores and offline stores. Offline stores are further segmented into departmental stores, specialty stores and others. Others offline stores segment includes mass stores, supermarkets, discount stores etc. Among all these distribution channel type for licensed sports goods, the offline stores sector is the ideal choice for sports lovers who are looking for licensed sports goods.

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Geographically, the licensed sports merchandise market is bifurcated into North America, Europe, Asia Pacific, Middle East & Africa (MEA), and South America. Regionally, North America accounted for the largest market share in 2017 and is anticipated to grow steadily due to increasing popularity of sporting leagues and their increasing fan base. However, Asia Pacific is expected to be one of the most potential markets for licensed sports goods owing to rising disposable income, high population density, and rising number of sports loving people who are ready to pay considerable amounts for licensed sports goods in this emerging economy. It is anticipated to be the most swiftly developing region due to increasing demand for licensed sporting goods in the developing economies of China and India. Large multinational companies invest significantly in marketing and product distribution. These companies adopt extensive marketing and branding strategies to improve their market presence and thus strengthen their consumer base.

Sports apparel constituted majority share in terms of revenue in the North America licensed sports merchandise market in 2017 and this trend is expected to continue during the forecast period. Europe held the second largest market share in 2017. Sports brands are targeting female customers due to the increasing popularity of female sports. Furthermore, expansion of distribution channels is one of the major factors driving the licensed sports merchandise market in the region. Manufacturers are focusing on creating wider distribution channels in order to cope with rising competition and increasing consumer demand for licensed sports goods across Europe. In terms of revenue, Asia Pacific is expected to be the fastest growing regional market for licensed sports goods. This region is expected to witness highest growth on account of high population density, changing standard of living, and rising disposable income in the developing economies of China and India.

Emerging economies of South America and Middle East & Africa (MEA) are expected to take the lead in the adoption of different types of licensed sports goods over the forecast period from 2018 to 2026. Factors such as economic stability and high purchasing power are mainly responsible for the growth of the licensed sports merchandise market in South America and the Middle East. In addition, increase in number of sportswear brands and rising number of retail specialists coupled with opening of new shopping malls, particularly across GCC countries in 2017 is propelling market growth in this region.

Some of the key players in the licensed sports merchandise market include VF Corporation, Nike Inc., Fanatics, Inc., Adidas AG, Puma SE, G-III Apparel Group, Ltd., Sports Direct International plc, Hanesbrands Inc., Under Armour, Inc. and DICK’S Sporting Goods Inc.

Global Licensed Sports Merchandise Market: An Overview

Global Licensed Sport Merchandise Market report covers key trends, drivers, and growth opportunities in line with the market’s economic forecast. The global licensed sports merchandise market has witnessed various dynamic shifts in recent times as new technological advancements are opening up new opportunities for players in the market. This includes online sales, automated machines inside stadiums, and interactive products which are making way for robust growth. Additionally, products like game-balls with integrated IoT technology are also opening up new opportunities. The market also faces several challenges as rise of e-sports, and increased interest in virtual activities decrease interest in television viewing. However, various sports have adapted to the development with shorter and slicker version of the games. The rising young population in new regions like Asia Pacific, Africa, and Latin America will be breeding grounds for new fans in the near future.

Global Licensed Sports Merchandise Market: Notable Developments

Trade war has impacted several industries globally and the sports merchandise market has not remained immune to the development. According to Licensing International, a trade group sales in China for NBA amounted to nearly $21 bn in 2017. Additionally, these sales rose by 15% in 2018. However, rising import tariffs can make Americans turn to counterfeit products in the near future, if these tariffs do not go away soon. This is a concern among businesses in the US, and the recent agreement between China, and the US will go a long way in restoring confidence.

Recently, EU imposed a 14 million USD fine on a major player in the sports merchandising market. The fine was imposed on the company as it prohibited competition from other players in the EU region. The company exclusively sold products from top-football clubs in the region while imposing restrictions on players from the region. The company also imposed restrictive teams to sell merchandise to them specifically during a 13-year period.

Global Licensed Sports Merchandise Market: Drivers and Restraints

The global licensed sports merchandise market will witness major growth in the near future, thanks to rising demand for products emerging in new regions of Asia Pacific, Latin America, among others. Additionally, increasing interest in sports in Europe, and America among youngsters will also drive growth for the licensed sports merchandise market. The rising interest has not remained limited to male fans, but new interest among female fans due to increasing status for women’s sports will drive growth for the licensed sports merchandise market. Additionally, rising demand for specific products like footwear and apparel will also create new opportunities for growth in the licensed sports merchandise market. the low-costs of social media marketing, and influencer trend will also drive growth for the licensed sports merchandise market in the near future.

Global Licensed Sports Merchandise Market: Geographical Analysis

The global licensed sports merchandise market report will cover all regions including North America, Europe, Asia Pacific, and Latin America. Africa & Middle East will also be covered with sales numbers, and diversified segmentation for each product category among other figures. Among these regions, Asia Pacific is expected to witness fasterst CAGR-driven growth in the near future. the region home to a large population is taking a keen interest in conventional American sports like NBA, football, among others. the growth of these sports will likely drive more opportunities for growth in the licensed sports merchandise market in the near future. North America will likely register highest revenues in the near future, as signs of promising trade agreements are on the horizon. Additionally, high-quality products with integrated IoT technology will also be on display in the near future as consumer demand for these rises significantly.

Licensed Sports merchandise Market

Product

  • Sports Apparel
  • Sports Footwear
  • Sports Accessories and toys
  • Video games
  • Domestic and Housewares
  • Others

Distribution Channel

  • E-Commerce or online stores
  • Offline Stores
    • Department Stores
    • Specialty Stores
    • Others

Geography

  • North America
    • U.S
    • Canada
    • Rest of North America
  • Europe
    • Germany
    • Italy
    • U.K.
    • France
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC
    • South Africa
    • Rest of MEA
  • South America
    • Brazil
    • Rest of South America

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