Licensed Sports Merchandise Market Size
| Study Period | 2019-2029 |
| Market Size (2024) | USD 35.63 Billion |
| Market Size (2029) | USD 46.06 Billion |
| CAGR (2024 - 2029) | 5.27 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
Major Players
*Disclaimer: Major Players sorted in no particular order |
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Licensed Sports Merchandise Market Analysis
The Licensed Sports Merchandise Market size is estimated at USD 35.63 billion in 2024, and is expected to reach USD 46.06 billion by 2029, growing at a CAGR of 5.27% during the forecast period (2024-2029).
- The growing importance of participation in sports activities, especially for health reasons, the increasing influence of sports personnel endorsements, and rising interest in international sports events are attracting consumers towards licensed sports merchandise, driving the market growth globally. The rising number of sports fans, greater urbanization, and the growth of the online retail sector are vital reasons fueling the market's progress.
- Online platforms that offer a wide selection of products and a convenient shopping experience for purchasing authentic premium-quality products at affordable prices are becoming increasingly popular with consumers instead of traditional retailing channels. Sports enthusiasts are becoming increasingly interested in officially licensed sports merchandise, such as t-shirts, tops, sweatshirts, hoodies, jackets, bottom wear, caps, headgear, etc., that include the logos of well-known sports teams.
- Furthermore, an increase in government initiatives meant to improve sports participation has played a key role in driving the growth of the market in several countries, such as Australia and India, over the past few years. For instance, in March 2022, it was revealed that the Government of Australia had plans to invest USD 6.96 million in major sporting events, such as the ICC T20 Men’s World Cup 2022 and the FIFA Women’s Football World Cup 2023, among other events, to drive increased community engagement, gender equality, and physical activity participation to maximize social, economic and sporting outcomes.
- Rising consumer purchasing power and changing preferences influenced by growing collaborations between premium athleisure brands and celebrities are the major factors promoting the demand for licensed sports merchandise products. The adoption of premium athleisure brands among millennials is witnessing a significant rise. Over the medium term, the market is expected to grow due to rising consumer spending power and more significant investment in sports licensing.
Licensed Sports Merchandise Market Trends
Increasing Sport Participation is Expected to Drive the Market Growth
- There has been an escalating growth in participation in sports since the last decade, owing to the growing health consciousness leading to increased physical activity and the demand for more entertainment. With the growing popularity of sports leagues, rising disposable income, and fan devotion, the licensed sports merchandise segment has seen tremendous expansion in recent years. The geographical expansion of different sports to various regions and the ever-increasing media coverage for other sports have also boosted the market growth.
- Additionally, increasing fandom of people and tough competition between teams are driving consumers to watch and participate in sports. Owing to this, the demand for sports merchandise products like apparel and footwear is increasing. For instance, in October 2023, the Blinkit online app sold Indian blue jerseys worth USD 18.2 billion. The jerseys were bought during the match of India Vs Pakistan. The jerseys were from the Adidas brand and other local brands as well.
- Commercializing sporting events, competitions, and tournaments has led to significant investments in traditional and e-sports. The availability of strong distribution channels and ease of availability of sports products at e-commerce platforms are likely to increase the demand for the licensed footwear merchandise segment over the medium term.
North America to Boost the Sales of Licensed Sports Merchandise
- The licensed sports merchandise market has a prominent presence in the North American market. The growing popularity of various games in the region and youth participation have propelled market growth. Further, easy and convenient access to merchandise drives consumption in the region. Alongside this, the increased visibility of games through different media has been central to the market growth for the past several years.
- Celebrity endorsements are still a significant way of brand promotion in North America. The major players in the market are also taking inspiration from American sports to curate products accordingly. In 2021, Puma FtblFeat apparel seamlessly blended football and American varsity styles. This collection of t-shirts and tees was made accessible to consumers in America through both online and offline channels.
- Moreover, with the growing trend of customization, companies have started designing customized and advanced sports apparel to increase their customer base, thus increasing sales. Also, with the advancements in technology, manufacturers in the market are launching their licensed sports apparel and footwear pieces using innovative sportech textiles and fabrics with features such as wind protection, water repellency, ultraviolet (UV) protection, and anti-bacterial and anti-odor effects. These new product launches and technology innovations are expected to raise the appeal of sportech products for use in licensed sports merchandise of various sports entities.
Licensed Sports Merchandise Industry Overview
The licensed sports merchandise market is a fragmented market with the presence of various prominent players operating across the world. The market is highly competitive with international players like Adidas AG, Under Armour, Inc., Nike Inc., and Puma SE. These players and the other players in the market focus on product innovation and partnership as the key strategy to attract customers. The companies also collaborate with famous sportspeople from different domains to endorse their products and add value to the promotion of the product.
For instance, In June 2021, Puma India extended its partnership with Indian cricketer Yuvraj Singh. He is now the face of the Puma Motorsport collection in India.
Licensed Sports Merchandise Market Leaders
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Adidas AG
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Nike Inc.
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Puma SE
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Iconix Brand Group
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Under Armour, Inc.
*Disclaimer: Major Players sorted in no particular order
Licensed Sports Merchandise Market News
- September 2023: Adidas launched the X Crazyfast Messi 'Las Estrellas,’ shortly followed by the release of his 'Infinito' boots. Adidas added another signature boot to Messi's catalog, the X Crazyfast Messi 'Las Estrellas,' with a special design that celebrates his 2022 World Cup triumph with Argentina.
- June 2023: Adidas launched a new Team India jersey for cricket. The company launched the jersey for all three formats, i.e., Tests, T20Is, and ODIs. The company claims that these jerseys were launched for an Indian cricket player, Rohit Sharma.
- May 2023: PUMA signed a deal with Formula 1, solidifying its position as the official licensing partner and exclusive trackside retailer. This agreement granted PUMA the license to manufacture Formula 1 branded apparel, footwear, and accessories. Additionally, the contract included exclusive rights for PUMA to vend F1 fanwear, covering all ten teams throughout the race circuit, commencing in 2024.
- November 2022: The Saudi Arabian Football Federation (SAFF) announced that from 2023, the nation's national football teams will be supplied with kits by the German sportswear giant Adidas, replacing Nike. Adidas will serve as the exclusive provider for all training and match apparel, including gear for the men's, women's, and junior teams. The agreement is set to extend until 2026.
- March 2022: Puma extended its partnership with the international motor racing championship for female drivers, W Series, to supply high-performance and flame-retardant racewear specifically designed for female drivers.
Licensed Sports Merchandise Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Increasing Sports Participation is Boosting the Market Growth
- 4.1.2 Increasing Innovation and Upgradation in Merchandizing Products
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4.2 Market Restraints
- 4.2.1 Availability of Counterfeit Sports Merchandise Products
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4.3 Porter's Five Forces Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Product Type
- 5.1.1 Apparel
- 5.1.2 Footwear
- 5.1.3 Toys and Games
- 5.1.4 Other Product Types
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5.2 Distribution Channel
- 5.2.1 Offline Retail Stores
- 5.2.2 Online Retail Stores
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5.3 Geography
- 5.3.1 North America
- 5.3.1.1 United States
- 5.3.1.2 Canada
- 5.3.1.3 Mexico
- 5.3.1.4 Rest of North America
- 5.3.2 Europe
- 5.3.2.1 Spain
- 5.3.2.2 United Kingdom
- 5.3.2.3 Germany
- 5.3.2.4 France
- 5.3.2.5 Italy
- 5.3.2.6 Russia
- 5.3.2.7 Rest of Europe
- 5.3.3 Asia-Pacific
- 5.3.3.1 China
- 5.3.3.2 Japan
- 5.3.3.3 India
- 5.3.3.4 Australia
- 5.3.3.5 Rest of Asia-Pacific
- 5.3.4 South America
- 5.3.4.1 Brazil
- 5.3.4.2 Argentina
- 5.3.4.3 Rest of South America
- 5.3.5 Middle-East and Africa
- 5.3.5.1 South Africa
- 5.3.5.2 Saudi Arabia
- 5.3.5.3 Rest of Middle-East and Africa
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 Nike Inc.
- 6.3.2 Under Armour Inc.
- 6.3.3 Puma SE
- 6.3.4 Adidas AG
- 6.3.5 Li Ning (China) Sports Goods Co. Ltd
- 6.3.6 VF Corporation
- 6.3.7 G-III Apparel Group Ltd
- 6.3.8 DICKS Sporting Goods Inc.
- 6.3.9 Iconix Brand Group
- 6.3.10 ASICS Corporation
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
Licensed Sports Merchandise Industry Segmentation
Licensed sports merchandise are the products that sportspeople or sports clubs endorse. It includes a variety of products in different variants and colors for men, women, and children.
The global licensed sports merchandise market is segmented by product type, distribution channel, and geography. By product type, the market is segmented into apparel, footwear, toys and games, and other product types. The market is also segmented by distribution channel into offline retail stores and online retail stores. The market has also been segmented by geography into North America, Europe, Asia-Pacific, South America, and Middle East & Africa.
The market sizing has been done in value terms in USD for all the abovementioned segments.
| Product Type | Apparel | |
| Footwear | ||
| Toys and Games | ||
| Other Product Types | ||
| Distribution Channel | Offline Retail Stores | |
| Online Retail Stores | ||
| Geography | North America | United States |
| Canada | ||
| Mexico | ||
| Rest of North America | ||
| Geography | Europe | Spain |
| United Kingdom | ||
| Germany | ||
| France | ||
| Italy | ||
| Russia | ||
| Rest of Europe | ||
| Geography | Asia-Pacific | China |
| Japan | ||
| India | ||
| Australia | ||
| Rest of Asia-Pacific | ||
| Geography | South America | Brazil |
| Argentina | ||
| Rest of South America | ||
| Geography | Middle-East and Africa | South Africa |
| Saudi Arabia | ||
| Rest of Middle-East and Africa |
Licensed Sports Merchandise Market Research Faqs
How big is the Licensed Sports Merchandise Market?
The Licensed Sports Merchandise Market size is expected to reach USD 35.63 billion in 2024 and grow at a CAGR of 5.27% to reach USD 46.06 billion by 2029.
What is the current Licensed Sports Merchandise Market size?
In 2024, the Licensed Sports Merchandise Market size is expected to reach USD 35.63 billion.
Who are the key players in Licensed Sports Merchandise Market?
Adidas AG, Nike Inc., Puma SE, Iconix Brand Group and Under Armour, Inc. are the major companies operating in the Licensed Sports Merchandise Market.
Which is the fastest growing region in Licensed Sports Merchandise Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).
Which region has the biggest share in Licensed Sports Merchandise Market?
In 2024, the North America accounts for the largest market share in Licensed Sports Merchandise Market.
What years does this Licensed Sports Merchandise Market cover, and what was the market size in 2023?
In 2023, the Licensed Sports Merchandise Market size was estimated at USD 33.75 billion. The report covers the Licensed Sports Merchandise Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Licensed Sports Merchandise Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Licensed Sports Merchandise Industry Report
Statistics for the 2024 Licensed Sports Merchandise market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Licensed Sports Merchandise analysis includes a market forecast outlook to for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
