Football Merchandise Market - By Product Type, By Category, By Price, By End Use, By Distribution Channel & Forecast 2024 - 2032

Football Merchandise Market Size

The global football merchandise market size was valued at USD 14 billion in 2023. The market is expected to grow from USD 14.7 billion in 2024 to USD 24 billion in 2032, at a CAGR of 6.3%.
 

Football is the popular sport which leads to sales of football merchandise like jerseys and scarves. The sales of these items rise even more during major tournaments like the FIFA World Cup and UEFA Champions League since those events make the sport and its accessories even more well known. According to FIFA's records, the 2022 World Cup was watched by more than 3.5 billion people, which created a huge interest in football products.
 

The popularity of football clubs and their talented players makes these products worth even more. Players like Lionel Messi and Cristiano Ronaldo have grown into brands worth many billions of dollars, and when they support something, it really affects how well those products sell. Many passionate sports fans really want to show their support for these amazing players by collecting and buying items connected to them.
 

The issue of fake products is one of the most pressing issues in the football merchandise industry. These fake products not only hurt the brand’s goodwill but also result in significant loss for authentic sellers. To combat this, brands must maintain vigilance and utilize sophisticated technologies to identify fakes. Also, the market suffers from extreme seasonality. Demand surges during important tournaments or triumphs of clubs but falls off dramatically during downtimes. These shifts in demand make revenue and stash management challenging, so adequate foresight is imperative to combat these changes.
 

Football Merchandise Market Trends

• The international popularity of football increases the number of fans supporting it as well as increases the demand for football team jerseys, branded flags, scarves, and other products. For example, the 2006 FIFA World Cup held in Germany saw a boost of around $400 million in tourism and about $3 billion in retail sales which included jerseys and other paraphernalia. This phenomenon is not restricted to ‘traditional' football markets. India, for example, during the 2018 FIFA World Cup, Puma's football merchandise sales increased by 37% during that period. Adidas also seemed to benefit. Jersey sales for Germany, Argentina and Spain also rose significantly.
   
• At the same time, the growth of different e-commerce sites has made it easy to sell football products. In India, Amazon reported that, during the world cup period, team jerseys and footballs topped sales with Argentina's jersey coming out on top, followed by Germany's and Brazil's.This transition to online shopping has made it possible for fans all over the world, and especially those who don’t have dense physical retail stores nearby, to easily acquire official merchandise, hence boosting the market.
   

Football Merchandise Market Analysis

• Based on Product Type, the market is segmented into apparel, footwear, toys & games, accessories, homeware & others. In 2023, the Apparel segment is estimated to have generated USD 5.3 billion, increasing their revenue growth CAGR to 6.4% during the forecasted years of 2024-2032. This dominance is primarily due to fans’ high jersey and other clothing merchandise purchases to support their respective teams and athletes.
   
• Apparel is one of the most crucial components in football fan merchandising because it enables fans to showcase their allegiance. Furthermore, the constant release of new designs, limited edition items, and H&M and Forever 21 collaborations sustain high interest and sales within this segment.
   

• Based on End-User, the football merchandise market is classified into adults and kids. The Adults segment dominated the market in 2023, acquiring a market share of 55.9% and is expected to grow at a CAGR of 6.6% during the forecast period from 2024-2032 because adults have strong buying power.
   
• Collectable and luxury items are more appealing for this demographic. Adults tend to actively engage in sport and as such, purchase jerseys, sneakers, and other stylish accessories, for both them and their children, which helps grow market share.
   

• The U.S. accounted for USD 2.6 billion of North America football merchandise market share in 2023 which places them on top of the rank. The growth rate is expected to increase during the forecast period. Football is gaining fame in the U.S from the major leagues, clubs, and fans. This growth is also growing due to domestic leagues, international competitions, and spending on events and infrastructure. Furthermore, the expansion of e-commerce and improved retail techniques are driving the sales of football merchandise in the region.
   
• China is set to make operational headway in the football merchandizing as the sport is increasingly popular and has government support for expanding football infrastructure. Moreover, the increasing middle class, with greater spending capacity, interest in globally followed football leagues and players are further driving the demand for football merchandise.
   
• Germany emerged as the leading country in Europe region, propelling the football merchandizing market. There is a high attendance of fans and strong infrastructure for online and offline retail which propels the market. The combination of prestigious football tournaments and numerous football events enable constant consumer engagement and high sales of merchandise throughout Europe.
   

Football Merchandise Market Share

• In 2023, the top 5 players, such as Nike, Inc., Adidas AG, Puma SE and Under Armour, Inc., hold a market share of ~10-15%.
   
• Nike is a leading player in football merchandise products, with annual revenue of USD 51.2 billion in 2023, because it sponsors and collaborates with established players by way of product innovation. The firm has contracts with famous clubs around the world such as FC Barcelona, Paris Saint Germain, and Chelsea as well as the Brazilian and French national teams. Nike spends a lot of resources on developing new fabric technologies, such as Dri-FIT, that improve the performance of the players and the comfort of fans. The firm also engages in fan interaction through social media marketing and partnerships with soccer stars. These techniques further propel demand.
   
• Adidas keeps its leading position in the merchandise of football by maintaining relationships with FIFA, UEFA, and leading clubs like Real Madrid, Manchester United, and Bayern Munich. The company keeps updating its soccer clothing and footwear lines by adding new abridged HEAT.RDY technology that provides maximum ventilation and Lightweight knitted Primeknit fabric for comfort. With the help of Eco-Friendly initiatives, Adidas also makes jerseys from plastic waste under the Primegreen label. Sponsorship deals with legandry players like Lionel Messi as well as limited edition drops allows Adidas to keep a strong brand presence.
   
• For example, Adidas also recently launched its latest collection of the Football Icons Jersey which features jerseys designed after Beckham, Zidane, and Beckenbauer. This new collection is an attempt to modernize aged as well as classic football cultures. Each jersey is made with sustainable materials because Adidas’s statement on eco-friendly initiative. The collection is designed for on and off the field and targets fans and players. This new line is meant for football lovers while paying tribute to the history of sport. The release is part of Adidas’s plans for engaging football spectators.
   

Football Merchandise Market Companies

Major players operating in the football merchandise industry include:

• Adidas AG
• Diadora
• Fanatics, Inc.
• Hummel International
• Joma Sport
• Kappa
• Le Coq Sportif
• Mitre Sports International
• New Era Cap Co., Inc.
• Nike, Inc.
• Puma SE
• Reebok International Ltd.
• Sondico
• Umbro Ltd.
• Under Armour, Inc.
   

The market exhibits rapid competitive shifts due to many reasons such as product innovation, regional production, and changing consumer preferences. Major companies spend money on research and development along with technology to achieve competitive pricing with quality products. Manufacturers of the market are engaging in joint ventures, partnerships, mergers, and acquisitions to improve their market share and extend their territory. Alongside this, companies are committed to raising consumer awareness pertaining to the issue of vague types used and at the same time, ensuring compliance with international regulations.
 

Football Merchandise Market News

• In July 2024, Kappa France revealed the Stade Malherbe Caen Kappa Kombat Away jersey for the 2024-2025 football season on social media. The new design, made with Saint-James – a well-known marine fashion brand from Normandy – continues the success of last year's jersey.
   
• In May 2024, Nike will be the official equipment supplier for the French Football Federation from the 2026-2027 to the 2033-2034 seasons. Nike kept its long-term partnership by beating adidas and PUMA in the competition for the contract.
   

The football merchandise market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) and volume (Million Units) from 2021 to 2032, for the following segments:

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Market, By Type

• Apparel
  • Tops
    • Jerseys
    • T-shirts
    • Jackets
  • Bottoms
    • Shorts
    • Track pants
    • Joggers
  • Others (Scarves, Baseball caps, Beanies, Socks, Gloves) 
• Footwear
  • Sports shoes
  • Cleats
  • Others (Flip-flops, Snickers, etc.)
• Toys & Games
  • Board games
  • Video games
• Accessories
  • Bags
  • Snaps bags
  • Wristbands
  • Keychains
  • Others (Badges, Stickers)
• Homeware
  • Bottles
  • Coasters
  • Mugs
  • Others (Cushion, Rugs, Towels, etc.)
• Others (Souvenirs, Novelties etc.)

Market, By Category

• Club football
• Country football

Market, By Price

• Low
• Medium
• High

Market, By End use

• Adults
• Kids

Market, By Distribution Channel

• Online
  • Company website
  • E-commerce platforms (e.g., Amazon, eBay)
  • Club websites 
• Offline
  • Specialty stores
  • Mega retail stores
  • Others

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada 
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Malaysia
  • Indonesia 
• Latin America
  • Brazil
  • Mexico 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa