The football licensed merchandise consists of clothing, footwear, accessories, toys, games, housewares, jewellery, dinnerware, cosmetics and various other products. The licensed merchandise helps promote the club or team and provides trademarks to the users, including franchise or league, taglines, logos, and help generate significant revenue to both licenser and licensee. The football merchandise is gaining popularity because of high engagement from football clubs merchandise and expanding products now including school bags, stationery, cups, and other miscellaneous stuff. The market distribution channel includes wholesale sellers, e-commerce, department stores, speciality stores and supermarkets.
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Market Dynamics
The global licensed football merchandise market growth is driven by a high fanbase for football, increasing popularity of the club leagues and expanding product portfolio for licensed merchandise.The increasing popularity of club leagues The licensed football merchandise market is expected to drive with the increasing popularity of club leagues globally due to global broadcasting via sports channels, online streaming, and mobile streaming providing new opportunities to attract and expand the merchandise portfolio globally. The companies are now focusing on launching club merchandise with the increasing popularity of the tournaments. For example Online-first fashion retailer Souled Store has partnered with Liverpool Football Club to sell its licensed apparel in India. With this collaboration, the retailer has shifted into a new football merchandise category to strengthen.
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Segment Analysis
By type, the licensed football merchandise market is broadly classified into apparel, tableware, accessories, toys, and others.The apparel market is expected to grow at The apparel segment is expected to hold the largest market for licensed football merchandise market with new jersey launches of the famous football clubs. Nike Air Max and football jersey culture delivered the ultimate hybrid of streetwear and sports with traditional identities for club third kits. The launch included FC Barcelona's kit with vibrant colours of the city and its famous beach, Atlético de Madrid's kit with vivid neon green and marble-effect graphic, FC Internazionale Milano's kit with inspiration from iconic Air Max, AS Roma's kit with the club's history of black jerseys and embracing the safari print. Also, Puma has signed a new long-term partnership with Dutch football club PSV Eindhoven to provide the club's official kit.
Competitive Landscape
The licensed football merchandise market is moderately competitive with the local player’s presence followed by the global companies, contributing to the major share in the market growth. In addition, some of the key players contributing to the growth of the market are Hanesbrands Inc, SBG Companies Limited, Adidas AG, Puma SE, Fanatics Inc, Nike Inc, Subside Sports, Columbia Sportswear, Everlast Worldwide, Newell Brands Inc, Ralph Lauren and others. The major players are adopting various new strategies to dominate the market, such as launching new products, acquisitions and collaborations, which are contributing to the growth of the licensed football merchandise market globally.
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