Football Merchandise Market - By Product Type (Apparel, Footwear, Toys & Games, Accessories, Homeware & Others), By Category (Club football, Country football), By Price, By End-Use, By Distribution Channel & Forecast 2024 – 2032

Football Merchandise Market Size

Football Merchandise Market size was valued at USD 14 billion in 2023 and is anticipated to register a CAGR of 6.3% between 2024 and 2032. Football is the world's most popular sport, driving high demand for merchandise like jerseys, scarves, and accessories. Major tournaments such as the FIFA World Cup and UEFA Champions League increase the sport's visibility and boost merchandise sales. According to FIFA, the 2022 World Cup attracted over 3.5 billion viewers, significantly raising interest in football products.
 

The growing popularity of football clubs and star players boosts the appeal of merchandise. Famous players like Lionel Messi and Cristiano Ronaldo have become global brands. Their endorsements and personal brands greatly influence merchandise sales. Fans often want to show their support for these high-profile players through memorabilia.
 

Additionally, social media plays a crucial role in promoting football merchandise. Platforms like Instagram, Twitter, and Facebook help clubs and players boost sales and build brand loyalty through targeted ads, influencer partnerships, and direct fan engagement. This approach helps them reach more people, keep fans interested, and maintain high demand for merchandise.
 

The football merchandise market faces significant challenges, especially with the increase in counterfeit products. These counterfeits damage brand reputation and cause major revenue losses for official sellers. To fight this, companies need to stay alert and invest in advanced anti-counterfeiting technologies. Also, the market experiences high seasonality. Demand goes up during major tournaments or club victories but drops during off-seasons. These demand changes can make managing revenue and inventory difficult, so careful planning is needed to handle these variations effectively.
 

Football Merchandise Market Trends

Fans now prefer personalized merchandise, like jerseys and products with their names, numbers, and unique designs. This trend helps fans feel more connected to their favorite teams and players. Concurrently, there is a rising demand for sustainable and eco-friendly merchandise. Brands are responding by using recycled materials and eco-friendly practices to make jerseys, scarves, and other items. This change shows a commitment to sustainability and appeals to eco-conscious consumers.
 

Football Merchandise Market Analysis

Based on Product Type, the market is segmented into Apparel, Footwear, Toys & Games, Accessories, Homeware & Others. The Apparel segment dominated the market in 2023, generating a revenue of USD 5.3 billion, and is expected to grow at a CAGR of 6.4% during the forecast period from 2024-2032. This dominance is primarily due to the high demand for jerseys and other clothing items, which are essential for fans to show their support for teams and players. Apparel allows fans to visibly express their loyalty, making it a key part of football merchandise. Additionally, new designs, limited-edition releases, and collaborations with fashion brands keep interest and sales high in 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. They are more likely to spend on high-end and collectible items. Adults also buy a wide range of products like jerseys, footwear, and accessories because they are more involved in the sport. Additionally, they often buy merchandise for themselves as well as for children, which increases the market share.

Based on Distribution Channel, the football merchandise market is classified into online and offline. The online distribution Channel dominated the market in 2023, by acquiring a market share of USD 8.5 billion in 2023 and is expected to grow at a CAGR of 7.1% during the forecast period from 2024-2032. Online shopping is popular because it is convenient and accessible, letting people easily browse and buy a wide range of products from anywhere. Better e-commerce technology, like improved user experiences, secure payment options, and personalized marketing, also supports this growth. Additionally, reaching a global audience and using digital marketing strategies help online shopping continue to grow.
 

Europe emerged as the dominant region, generating a substantial revenue of USD 5.4 billion, and is expected to reach USD 10.1 billion by 2032. Europe's strong football culture, with many top clubs and leagues, drives its dominance. High fan engagement and a solid infrastructure for both online and offline retail boost the market. Major football events and many football activities keep consumer interest and merchandise sales high across Europe.
 

North America: The U.S. dominated the North America football merchandise market by acquiring for 79% of market share in 2023 and is expected to grow during the forecast period. Football is becoming more popular in the U.S. due to major leagues, clubs, and enthusiastic fans. This growth is also driven by domestic leagues, international tournaments, and investments in events and infrastructure. Additionally, the rise of e-commerce and better retail experiences are increasing the demand for football merchandise in the region.
 

Asia Pacific: China is poised for substantial growth in the market, driven by the sport's surging popularity and government-backed initiatives to bolster football infrastructure. Additionally, a growing middle class with more disposable income and a strong interest in international football leagues and star players is boosting demand for football merchandise.
 

Football Merchandise Market Share

The global market is fragmented, with prominent players, such as Nike, Inc., Adidas AG, Puma SE and Under Armour, Inc., holding a market share of ~10-15%. Manufacturers are adopting strategic steps, such as mergers, acquisitions, partnerships, and collaborations, to meet the growing consumer demand and consolidate their position in the market.
 

Football Merchandise Market Companies

Major players operating in the football merchandise industry include:

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

Football Merchandise Industry 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 (USD Per Units) from 2018 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-user

• 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
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Malaysia
  • Indonesia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA