Global Licensed Sports Merchandise Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Global Licensed Sports Merchandise Market is segmented by Product Type (Apparel, Footwear, Backpacks, Caps, and Other Product Types), Distribution Channel (Specialty Stores, Online Channel, and Other Distribution Channels), Geography.

Market Snapshot

Global Licensed Sports Merchandise - Summary
Study Period: 2016 - 2026
Base Year: 2019
Fastest Growing Market: North America
Largest Market: Asia Pacific
CAGR: 5.5 %

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Market Overview

The global licensed sports merchandise market is anticipated to record a CAGR of 5.5% during the forecast period (2020-2025).

  • The market growth is attributed to the growing entertainment industry, where sports are marketed as a major entertainment type through different digital platforms.
  • The growth and expansion of e-commerce have also played an important role in the growth of the market. Online buying provides the privilege of selecting one's favorite products at a better price at the same quality with more convenience.
  • Enormous global marketing campaigns have been credited with contributing to the growth of the industry.

Scope of the report

The global licensed sports merchandise market is segmented by product type into apparel, footwear, backpacks, hats, and other product types. The market is also segmented by distribution channel into specialty stores, online channel, and other distribution channels. The market has also been segmented by geography, segmented into North America, Europe, Asia-Pacific, South America, and Middle East & Africa.

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Key Market Trends

Increased Sports Participation

There was a growth in participation of sports in the last decade, owing to the growing health consciousness leading to increased physical activity, coupled with the demand for more entertainment. The geographical expansion of different sports to various regions and the growing media coverage for different sports has also boosted the market growth. The initiation of multiple sporting leagues and increased fan participation has made the sports sector a powerhouse of unmapped avenues and countless opportunities. The involvement of youth right from the beginning is expected to ensure that the sports industry continues to grow. As the increasing population is part of the working class, a significant share among them is more likely to engage in sports and fitness as a part of recreational activity, which is again associated with the changing lifestyle patterns. Endurance sports have also paved a strong platform for enthusiasts to grasp the varieties in sports goods, thereby accelerating the market.

Sports Merchandise Market - 1

North America Holds A Prominent Share

The sports merchandise market is at a stagnant stage. The region holds a prominent share in the market. The growing popularity of various games in the region and the participation from the youth have propelled the market growth. Access to the goods also drives consumption in the region. The ease of access is inextricably tied to smartphones empowering consumers with an on-the-go tool that knows no boundaries. The increased visibility of games through different media has been central to the market growth for the past several years. Celebrity endorsements are still a major way of brand promotions. Nike is doing collaborations with designer icon Virgil Abloh. Adidas has singer Beyonce designing shoes and clothes. Puma has movie star Selena Gomez wearing its brand and posting about it on her Instagram account.

Global Licensed Sports Merchandise Market - 2

Competitive Landscape

The global licensed sports merchandise market is a fragmented market with the preence of various major players operating across the world. Offline sales are the major sales of companies. However, the growing popularity of online retailing players is putting more focus on online channels. Players in association with various teams and players are promoting their products.

Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    2. 1.2 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Apparel

      2. 5.1.2 Footwear

      3. 5.1.3 Backpacks

      4. 5.1.4 Caps

      5. 5.1.5 Other Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Specialty Stores

      2. 5.2.2 Online Channels

      3. 5.2.3 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East & Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East & Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Nike Inc.

      2. 6.4.2 Under Armour Inc.

      3. 6.4.3 Puma SE

      4. 6.4.4 Adidas AG

      5. 6.4.5 Li Ning (China) Sports Goods Co. Ltd

      6. 6.4.6 VF Corporation

      7. 6.4.7 GIII Apparel Group Ltd

      8. 6.4.8 DICKS Sporting Goods Inc.

    5. *List Not Exhaustive

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Frequently Asked Questions

The Licensed Sports Merchandise Market market is studied from 2016 - 2026.

The Licensed Sports Merchandise Market is growing at a CAGR of 5.5% over the next 5 years.

North America is growing at the highest CAGR over 2021- 2026.

Asia Pacific holds highest share in 2019.

Nike Inc., Adidas AG, Under Armour®, Inc., Puma SE are the major companies operating in Licensed Sports Merchandise Market.

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