Licensed Sports Merchandise Market - Global Industry Analysis and Forecast 2014 – 2020

Sports licensing includes licensing of symbols, logos, names of players and names of varied sport organizations. The sports body is known as licensor whereas company leasing rights is known as licensee. In particular, licensor selects licensee that helps to enhance the brand image of sports organization and teams. Expenditure on sports merchandise determines the wide polarization of buying habits, with retail and entertainment at one end and e-commerce at the other. Today, consumers are increasingly spending on sport leisure at high end malls and departmental stores. Hence, sports organizations are seeing phenomenal rise in merchandise transactions.

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Licensed sports merchandise is sold through entire range of retail which includes super markets, drug stores, departmental stores, specialty stores and online stores. Merchandising enables efficient engagement with fans who cannot attend matches, thereby helping to monetize sports brands. For example, Nike permits customers customize their trainers by sharing their designs and opinions with friends in person and online. This helps Nike to understand the needs of its customers and ensure that they come back.

Despite the recent troubled economy, sports industry continued to thrive. Licensed sports merchandise is driven by popularity of college and university level sports team. Additionally, the convergence of entertainment as sports is raising the usage of social media. Growth in licensed sports merchandise market is closely linked with consumer spending patterns. When sports team and fans are considered, identification with the team have greatest importance in purchasing licensed merchandise. Today, fans purchase licensed sports merchandise because they feel like they are part of the team. Additionally, a good design of store where licensed merchandise is implemented can help to create an increasing effect on purchase rate....