Licensed Sports Merchandise Market Report Global Forecast By Product (Sports Apparel, Sports Footwear, Toy & Games, Others), Distribution Channel (Online, Offline), Countries and Company Analysis (2025-2033)
Buy NowLicensed Sports Merchandise Market Analysis
Licensed Sports Merchandise Market will reach US$ 54.65 billion by 2033, up from US$ 35.53 billion in 2024, with a CAGR of 4.90% between 2025 and 2033. The existence of significant athletic events, such as leagues, tournaments, and championships; advancements in technology for the manufacture and customization of licensed sports merchandise; and extensive media coverage of athletes and athletic events are some of the significant factors driving the business.
Licensed Sports Merchandise Industry Outlooks
Licensed sports merchandise is defined as goods that have been formally approved by sports leagues, teams, or athletes, guaranteeing that they adhere to brand guidelines and quality requirements. In addition to accessories like purses, memorabilia, and home décor, this also includes clothing like jerseys, hats, and hoodies. Manufacturers and rights holders enter into agreements during the licensing process that authorize the use of trademarks and logos. Fans may support their favorite teams and players by purchasing this items, which also helps the team make money. Tags or holograms are frequently used to identify authentic licensed merchandise, guaranteeing that customers obtain authentic goods.
The growth of international sports leagues, more fan involvement, and the growing popularity of sporting events are important industry drivers. The industry is growing as a result of fans' propensity to show their loyalty to their favorite teams or athletes by purchasing branded goods. Additionally, e-commerce platforms make licensed products easily accessible, which boosts market expansion. Partnerships between sports leagues and clothing companies increase product diversity, and the emergence of sporting culture in developing nations fuels expansion. Accordingly, the market's growth is further supported by celebrity endorsements and improvements in license arrangements.
| Report Features | Details |
|
Base Year |
2024 |
|
Forecast Years |
2025 - 2033 |
|
Historical Years |
2019 - 2024 |
|
Market Size in 2024 |
US$ 35.53 Billion |
|
Market Forecast in 2033 |
US$ 54.65 Billion |
|
Market Growth Rate (2025-2033) |
4.90% |
Driving Forces of Licensed Sports Merchandise Market
Athletes' and celebrities' endorsements
Prominent athletes are more than just athletes; they are icons whose appeal extends beyond the realm of sports. Their support of certain goods, such as officially licensed sports memorabilia, therefore has a significant influence on what consumers decide to buy. Because fans frequently aspire to imitate the choices and lives of their favorite athletes, goods promoted by these celebrities are in high demand. Obtaining athlete endorsements for their licensed items gives businesses an instant boost in appeal and legitimacy.
Additionally, partnerships between sportsmen and companies can result in unique, limited-edition memorabilia that appeals to both collectors and fans. Knowing how athlete endorsements affect consumer behavior can help businesses create strategic alliances that improve market positioning and brand awareness in the context of market research and consulting services. For example, the NBA and Suditi Sports Apparel expanded their collaboration in November 2023 to increase the availability of items in India. The license to manufacture and market official NBA fanwear, such as player fanwear, clothing, headgear, innerwear, and accessories, will now be granted to Suditi nationwide. The goal of this partnership is to satisfy India's growing demand for NBA memorabilia. The NBA has also teamed up with the Indian apparel company Bhaane to run NBAStore.in, which provides fans with a wide range of official NBA apparel.
Fan Interaction and Recognition
Sports have an unmatched power to arouse fervor and devotion in fans, inspiring them to look for means of expressing their connection. A physical manifestation of this devotion is licensed sports accessories, which enables supporters to show off their team loyalty with pride by purchasing clothing, accessories, and collectibles. Fans develop a sense of community among themselves by wearing or purchasing branded products, which unites people who have similar interests. Because supporters actively look for chances to demonstrate their devotion, this emotional connection translates into a strong market demand. Businesses that sell licensed sports memorabilia can take advantage of this strong emotional bond by offering a ample variety of goods that appeal to different tastes and markets. Businesses can capitalize on a persistent market demand for licensed sports products by acknowledging and satisfying fans' natural desire to interact with and identify with their preferred teams.
For instance, New Zealand Rugby and Fanatics signed a historic agreement in July 2024, providing omnichannel shopping and merchandise to supporters of the All Blacks, Black Ferns, and other Teams in Black worldwide. Official goods sales and global fan recognition expansion are part of the long-term agreement. The official eCommerce website and in-stadium retail experiences for New Zealand Rugby will be run by Fanatics. The goal of the cooperation is to give all New Zealand fans a better buying experience.
North America Licensed Sports Merchandise Market
Major leagues like the NFL, NBA, MLB, and NHL, as well as ardent fan bases, are driving the thriving North American licensed sports merchandise business. It consists of clothing, accessories, and memorabilia and is worth billions. Accessibility and convenience have been greatly increased by online sales and e-commerce platforms. Trends are also influenced by player popularity, team performances, and seasonal events, which makes this market dynamic and crucial for brands and fans alike.
United States Licensed Sports Merchandise Industry
The licensed sports apparel industry in the United States is a booming industry that includes a variety of goods with team branding, colors, and emblems. This market serves fans of collegiate sports as well as professional leagues like the NFL, NBA, MLB, and NHL and offers clothing, accessories, memorabilia, and home items. Online sales, social media marketing, and partnerships with well-known companies have all contributed to the market's notable expansion in recent years. Millennials and Gen Z consumers are important groups since they place a higher value on fashionable, eco-friendly products. In this dynamic industry, licensing deals with clubs and leagues guarantee authenticity, while unique collaborations and limited-edition releases provide businesses a competitive edge, cultivate customer loyalty, and boost sales.
Furthermore, the popularity of big athletic events and the impact of celebrity endorsements increase the market's attractiveness and foster an atmosphere that is favorable for the growth of licensed items. For instance, Fanatics and top US collegiate licensing provider CLC teamed together in November 2023 to offer fully licensed products from 15 US institutions to college sports fans worldwide. Fanatics will provide a broad range of items to appeal to audiences around the world through this partnership, with aspirations to eventually reach more institutions. The goal of this collaboration is to give college athletics fans worldwide a better buying experience.
Canada Licensed Sports Merchandise Industry
Enthusiastic supporters of collegiate sports and other leagues drive the thriving Canadian licensed sports apparel sector. It sells a range of goods, such as apparel, accessories, and memorabilia, and has team insignia and branding. The increase in social media usage and online buying has recently led to market expansion. Innovative designs and ecological solutions are in high demand as younger consumers, in particular, seek both fashionable and useful products. Its popularity is increased through limited-edition releases and partnerships with regional brands. Due to strong regional pride and team allegiance, fandom is largely shown through memorabilia.
Global Licensed Sports Merchandise Company Analysis
The key players in licensed sports merchandise industry are Adidas AGl, Nike Inc., Puma SE, Under Armour, Inc., VF Corp, G-III Apparel Group Ltd, DICKS Sporting Goods Inc. and Asics Corporation.
Global Licensed Sports Merchandise Company News
January 2024- FanCode Shop's exclusive license and merchandising agreement with the ICC was extended for the 2024 ICC Women's and ICC Men's T20 World Cups. As part of the agreement, authentic fan gear and accessories will be produced for Indian cricket fans. The goods, which offers a variety of stylish clothing and accessories at reasonable costs, will be offered at airports and a few retail locations nationwide.
September 2023- Shortly after the debut of his "Infinito" footwear, Adidas unveiled the X Crazyfast Messi "Las Estrellas." Adidas' X Crazyfast Messi 'Las Estrellas,' another iconic footwear in Messi's collection, features a unique design honoring his 2022 World Cup victory with Argentina.
June 2023- Adidas unveiled a brand-new cricket uniform for Team India. The shirt for all three formats—Tests, T20Is, and ODIs—was introduced by the firm. According to the manufacturer, these jerseys were introduced for Rohit Sharma, an Indian cricket player.
May 2023- By signing a contract with Formula 1, PUMA cemented its status as the exclusive trackside shop and official licensing partner. The license to produce clothing, accessories, and footwear with the Formula 1 logo was given to PUMA via this arrangement. Furthermore, starting in 2024, the arrangement gave PUMA the only right to sell F1 supporter apparel for all ten teams on the racetrack.
Product– Market breakup in 4 viewpoints:
- Sports Apparel
- Sports Footwear
- Toy & Game
- Others
Distribution Channel– Market breakup in 2 viewpoints:
- Online
- Offline
Countries– Market breakup in 25 viewpoints:
1. North America
1.1 United States
1.2 Canada
2. Europe
2.1 France
2.2 Germany
2.3 Italy
2.4 Spain
2.5 United Kingdom
2.6 Belgium
2.7 Netherland
2.8 Turkey
3. Asia Pacific
3.1 China
3.2 Japan
3.3 India
3.4 Australia
3.5 South Korea
3.6 Thailand
3.7 Malaysia
3.8 Indonesia
3.9 New Zealand
4. Latin America
4.1 Brazil
4.2 Mexico
4.3 Argentina
5. Middle East & Africa
5.1 South Africa
5.2 Saudi Arabia
5.3 UAE
All the key players have been covered from 4 Viewpoints:
- Business Overview
- Key Persons
- Recent Development & Strategies
- Financial Insights
Key Players Analysis:
- Adidas AG
- Nike Inc.
- Puma SE
- Under Armour, Inc.
- VF Corp
- G-III Apparel Group Ltd
- DICKS Sporting Goods Inc.
- Asics Corporation
Report Details:
| Report Features | Details |
| Base Year |
2023 |
| Historical Period |
2019 - 2023 |
| Forecast Period |
2024 - 2032 |
| Market |
US$ Billion |
| Segment Covered | Product, Distribution Channel and Countries |
| Countries Covered |
North America
Europe
Asia Pacific
Latin America
Middle East & Africa
|
| Companies Covered |
|
| Customization Scope |
20% Free Customization |
| Post-Sale Analyst Support |
1 Year (52 Weeks) |
| Delivery Format |
PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on request) |
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1. Introduction
2. Research Methodology
3. Executive Summary
4. Market Dynamics
4.1 Growth Drivers
4.2 Challenges
5. Licensed Sports Merchandise Market
6. Market Share Analysis
6.1 By Product
6.2 By Distribution Channel
6.3 By Countries
7. Product
7.1 Sports Apparel
7.2 Sports Footwear
7.3 Toy & Games
7.4 Others
8. Distribution Channel
8.1 Online
8.2 Offline
9. Countries
9.1 North America
9.1.1 United States
9.1.2 Canada
9.2 Europe
9.2.1 France
9.2.2 Germany
9.2.3 Italy
9.2.4 Spain
9.2.5 United Kingdom
9.2.6 Belgium
9.2.7 Netherlands
9.2.8 Turkey
9.3 Asia Pacific
9.3.1 China
9.3.2 Japan
9.3.3 India
9.3.4 South Korea
9.3.5 Thailand
9.3.6 Malaysia
9.3.7 Indonesia
9.3.8 Australia
9.3.9 New Zealand
9.4 Latin America
9.4.1 Brazil
9.4.2 Mexico
9.4.3 Argentina
9.5 Middle East & Africa
9.5.1 Saudi Arabia
9.5.2 UAE
9.5.3 South Africa
10. Porter’s Five Forces Analysis
10.1 Bargaining Power of Buyers
10.2 Bargaining Power of Suppliers
10.3 Degree of Rivalry
10.4 Threat of New Entrants
10.5 Threat of Substitutes
11. SWOT Analysis
11.1.1 Strength
11.1.2 Weakness
11.1.3 Opportunity
11.1.4 Threat
12. Key Players Analysis
12.1 Adidas AG
12.1.1 Overview
12.1.2 Key Persons
12.1.3 Recent Development & Strategies
12.1.4 Revenue Analysis
12.2 Nike Inc.
12.2.1 Overview
12.2.2 Key Persons
12.2.3 Recent Development & Strategies
12.2.4 Revenue Analysis
12.3 Puma SE
12.3.1 Overview
12.3.2 Key Persons
12.3.3 Recent Development & Strategies
12.3.4 Revenue Analysis
12.4 Under Armour, Inc.
12.4.1 Overview
12.4.2 Key Persons
12.4.3 Recent Development & Strategies
12.4.4 Revenue Analysis
12.5 VF Corp
12.5.1 Overview
12.5.2 Key Persons
12.5.3 Recent Development & Strategies
12.5.4 Revenue Analysis
12.6 G-III Apparel Group Ltd
12.6.1 Overview
12.6.2 Key Persons
12.6.3 Recent Development & Strategies
12.6.4 Revenue Analysis
12.7 DICKS Sporting Goods Inc.
12.7.1 Overview
12.7.2 Key Persons
12.7.3 Recent Development & Strategies
12.7.4 Revenue Analysis
12.8 Asics Corporation
12.8.1 Overview
12.8.2 Key Persons
12.8.3 Recent Development & Strategies
12.8.4 Revenue Analysis
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