Market Size of Licensed Sports Merchandise Industry
| 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 |
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 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 |
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Licensed Sports Merchandise Market Size Summary
The licensed sports merchandise market is experiencing significant growth, driven by factors such as increased participation in sports for health benefits, the influence of sports endorsements, and heightened interest in international sports events. This growth is further supported by the rising number of sports fans, urbanization, and the expansion of the online retail sector, which offers consumers a convenient and diverse shopping experience for authentic sports merchandise. The market is also benefiting from government initiatives aimed at boosting sports participation, as seen in countries like Australia and India. The collaboration between premium athleisure brands and celebrities is enhancing consumer purchasing power and shifting preferences, particularly among millennials, thereby driving demand for licensed sports merchandise.
In North America, the market enjoys a robust presence due to the popularity of various sports and youth participation, with easy access to merchandise fueling consumption. Celebrity endorsements and product customization trends are key strategies for brand promotion, with companies leveraging technological advancements to introduce innovative sports apparel and footwear. The market is highly competitive, with major players like Adidas, Nike, Puma, and Under Armour focusing on product innovation and strategic partnerships to attract customers. These companies are also collaborating with sports personalities to enhance product value and visibility. The fragmented nature of the market, coupled with strong distribution channels and e-commerce platforms, is expected to sustain the demand for licensed sports merchandise, including apparel and footwear, over the medium term.
Licensed Sports Merchandise Market Size - Table of Contents
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1. MARKET DYNAMICS
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1.1 Market Drivers
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1.1.1 Increasing Sports Participation is Boosting the Market Growth
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1.1.2 Increasing Innovation and Upgradation in Merchandizing Products
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1.2 Market Restraints
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1.2.1 Availability of Counterfeit Sports Merchandise Products
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1.3 Porter's Five Forces Analysis
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1.3.1 Threat of New Entrants
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1.3.2 Bargaining Power of Buyers/Consumers
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1.3.3 Bargaining Power of Suppliers
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1.3.4 Threat of Substitute Products
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1.3.5 Intensity of Competitive Rivalry
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2. MARKET SEGMENTATION
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2.1 Product Type
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2.1.1 Apparel
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2.1.2 Footwear
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2.1.3 Toys and Games
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2.1.4 Other Product Types
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2.2 Distribution Channel
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2.2.1 Offline Retail Stores
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2.2.2 Online Retail Stores
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2.3 Geography
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2.3.1 North America
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2.3.1.1 United States
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2.3.1.2 Canada
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2.3.1.3 Mexico
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2.3.1.4 Rest of North America
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2.3.2 Europe
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2.3.2.1 Spain
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2.3.2.2 United Kingdom
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2.3.2.3 Germany
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2.3.2.4 France
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2.3.2.5 Italy
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2.3.2.6 Russia
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2.3.2.7 Rest of Europe
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2.3.3 Asia-Pacific
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2.3.3.1 China
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2.3.3.2 Japan
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2.3.3.3 India
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2.3.3.4 Australia
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2.3.3.5 Rest of Asia-Pacific
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2.3.4 South America
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2.3.4.1 Brazil
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2.3.4.2 Argentina
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2.3.4.3 Rest of South America
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2.3.5 Middle-East and Africa
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2.3.5.1 South Africa
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2.3.5.2 Saudi Arabia
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2.3.5.3 Rest of Middle-East and Africa
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Licensed Sports Merchandise Market Size 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.
