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市场调查报告书
商品编码
1800906
2025 年至 2033 年授权体育商品市场报告(按产品类型、配销通路、价格范围、最终用户和地区)Licensed Sports Merchandise Market Report by Product Type, Distribution Channel, Price Range, End-User, and Region 2025-2033 |
2024年,全球授权运动商品市场规模达335亿美元。展望未来, IMARC Group预计到2033年,该市场规模将达到447亿美元,2025-2033年期间的复合年增长率(CAGR)为3.2%。锦标赛、锦标赛和联赛等大型体育赛事的举办,授权体育商品製造和客製化技术的进步,以及媒体对体育赛事和运动员的广泛报道,是推动市场发展的主要因素。
粉丝参与与认同
运动拥有无与伦比的魅力,能够激发球迷的热情和忠诚,促使他们寻求表达归属感的方式。授权运动商品是这种忠诚的具体体现,让球迷能够透过服装、配件和收藏品自豪地展现他们对球队的忠诚。穿着或拥有授权商品的行为会在球迷之间建立一种情谊,培养一个志同道合、志趣相投的社群。这种情感纽带转化为强劲的市场需求,因为球迷们积极寻求机会来展现他们的忠诚。授权体育商品的供应商可以透过提供多样化的产品来满足不同偏好和人群的需求,从而充分利用这种强大的情感连结。透过识别并满足球迷与所选球队互动和认同的内在渴望,企业可以挖掘授权体育商品持续的市场需求。根据授权体育商品市场预测,由于球迷参与度的提高、体育运动在全球影响力的扩大以及对展现球队归属感的服装和鞋类的需求不断增长,预计市场将实现稳步增长。例如,2024年7月,纽西兰橄榄球队与Fanatics达成了一项具有里程碑意义的合作,为全黑队、黑蕨队和其他身着黑衣的球队的全球球迷提供全通路零售和商品销售服务。这项长期合作涵盖官方商品销售以及在全球提升球迷认知。 Fanatics将经营纽西兰橄榄球队的官方电商平台和场内零售体验。此次合作旨在为所有纽西兰球迷提供更优质的购物体验。
名人和运动员代言
备受瞩目的运动员不仅是运动界的人物,更是超越运动界界线的偶像。因此,他们代言的特定产品(包括授权运动商品)对消费者的购买决策有着举足轻重的影响。球迷们往往会效仿他们喜爱的运动员的生活方式和选择,这使得由这些明星代言的产品备受追捧。获得运动员代言授权商品的企业,其信誉和吸引力自然会得到提升。此外,运动员与品牌的合作可以创造独家限量版商品,引起收藏家与爱好者的共鸣。在市场研究和咨询服务领域,了解运动员代言对消费者行为的影响可以引导企业建立策略伙伴关係,从而提升品牌知名度和市场定位。例如,2023年11月,NBA延长了与Suditi Sports Apparel的合作,以扩大其在印度的商品覆盖范围。 Suditi现在将获得在印度生产和分销NBA授权球迷服装的许可,包括球员球迷服装、服装、头饰、内衣和配件。此次合作旨在满足印度市场对NBA週边商品日益增长的需求。此外,NBA也与印度服装品牌Bhaane合作经营NBAStore.in,为球迷提供丰富的NBA官方周边商品选择。
全球化和市场进入
通讯、媒体报导和数位平台的进步弥合了地域差距,使世界各地的粉丝能够与他们喜爱的运动队伍和运动员建立联繫。这种全球曝光度的提升带来了国际粉丝群的扩大,为授权运动商品创造了巨大的潜在市场。居住在不同国家的粉丝现在能够接触和购买曾经仅限于当地市场的商品。这种现象导致了消费者偏好的多样化,以及对迎合不同文化背景的产品的需求增加。对于授权体育商品产业的企业来说,这种全球化既带来了机会,也带来了挑战。能够客製化产品以引起不同文化的共鸣,同时保持球队身份的真实性,对于持续成功至关重要。在市场研究和咨询服务的背景下,了解全球消费者行为和偏好的细微差别,可以指导企业制定有效的市场进入和扩张策略,从而充分利用授权体育商品的全球吸引力。例如,2023年8月,HSN与Fanatics合作,为其购物者提供更广泛的官方体育商品系列。此次合作将提供更广泛的球队週边商品,包括NFL、NHL、MLB等主要运动联盟的商品。此外,双方还将推出NBA、大学体育赛事、NASCAR、MLS和欧足总的新产品。 HSN和Fanatics旨在透过这项独特的合作,提升顾客的运动购物体验。
服装和鞋类占市场主导地位
服装和鞋类为球迷提供了一种切实可见的方式来表达他们的忠诚,使其成为全球球迷的抢手货。从印有球队标誌和球员姓名的球衣,到带有标誌性符号的帽子和鞋子,球迷们热切地将这些产品视为表达支持的方式。授权运动服装和鞋类的吸引力远不止于展现球队归属感。这些产品蕴含着一种认同感和归属感,在拥有共同热情的球迷之间营造出一种情谊。穿上球衣或戴上球队主题的帽子,能够增强团结感和社区感,进一步增强了市场对此类商品的需求。此外,明星代言和运动员合作的盛行也增强了这些产品的吸引力,因为球迷们渴望效仿他们喜爱的运动员的风格和选择。例如,2024年4月,Agilitas Sports获得了Lotto在印度、澳洲以及即将在南非的独家授权。此举契合了印度日益增长的运动表现和运动休閒需求。该公司旨在透过投资Lotto品牌的先进製造技术、尖端技术和设计创新,影响从製造到零售的整个价值链。此次合作将为多个国家的运动爱好者带来包括服装、鞋类和配件在内的丰富产品和体验。
专卖店占业界最大份额
专卖店致力于精心挑选丰富多元、独特特色的产品,以满足球迷对球队归属、球员代言和纪念品的偏好。因此,专卖店营造了一种氛围,让球迷可以沉浸在精心挑选的商品中,激发他们的热情和忠诚度。专卖店的吸引力不仅在于其专注的产品,还在于其提供的个人化和专家驱动的服务。店员通常精通运动文化和授权商品的意义,能够提供顾客专业的指导和建议。这种人性化的服务提升了购物体验,在光顾这些商店的球迷中培养了一种社区感和共同的热情。此外,专卖店的实体店面对其在配销通路中的突出地位也起着至关重要的作用。
Premium 代表领先的细分市场
根据授权体育商品市场报告,高端商品占据最大市场份额。高端商品体现了一定的工艺、品质和独特性,能够引起那些寻求能够体现他们对喜爱运动队或运动员的热爱的商品的消费者的共鸣。高端产品通常采用优质材料,注重细节,并采用创新设计,使其有别于标准产品。这种对品质的关注不仅提升了商品的美感,也符合那些注重持久且有意义的购买体验的挑剔粉丝的价值观。高端商品还包括限量版收藏品、亲笔签名商品以及对收藏家和爱好者俱有重要价值的独特合作商品。此外,粉丝与运动队伍和运动员之间的情感联繫在推动高端商品需求方面发挥关键作用。
男性在市场上占据明显主导地位
授权体育商品对男性的吸引力是多方面的。对许多人来说,支持运动队伍是一种自我表达的方式,也是展现自身兴趣和归属感的管道。授权服装、配件和收藏品为男性提供了公开展示忠诚和热情的实际途径,使他们能够与志同道合的人建立联繫,并参与以体育为中心的对话。此外,职业运动员作为榜样和激励来源的作用,也促进了男性对授权运动商品的需求。运动员通常体现出决心、韧性和成就感,这些特质能引起男性消费者的共鸣,促使他们寻求由这些受人尊敬的人物代言的产品。男性对运动的情感投入,加上运动员代言的渴望,共同创造了对符合他们喜好的授权商品的强劲市场需求。
北美占明显优势,占授权运动商品市场最大份额
该报告还对所有主要区域市场进行了全面分析,包括北美(美国和加拿大);欧洲(德国、法国、英国、义大利、西班牙、俄罗斯等);亚太地区(中国、日本、印度、韩国、澳洲、印尼等);拉丁美洲(巴西、墨西哥等);以及中东和非洲。报告指出,北美是授权体育商品最大的区域市场。
北美的主导地位得益于多种因素,这些因素共同造就了该地区卓越的市场地位。北美拥有丰富的体育文化传统,多年来拥有许多标誌性的联赛和球队,吸引了大批忠实粉丝。该地区对体育运动的热情转化为对授权商品的强劲需求,因为球迷们寻求实际的方式来表达他们的忠诚。此外,北美先进的消费基础设施和电商生态系统促进了授权体育商品的取得和分销,使其能够覆盖更广泛的受众。数位平台的广泛使用实现了品牌与消费者之间的无缝互动,从而增加了销售额并提升了品牌知名度。此外,大型体育赛事的盛行和明星代言的影响力增强了市场的吸引力,为授权商品的蓬勃发展创造了有利的环境。例如,2023年11月,Fanatics与美国领先的大学体育授权公司CLC合作,将15所美国大学的官方授权商品带给全球大学运动爱好者。透过此次合作,Fanatics 将提供种类繁多的产品以满足全球受众的需求,并计划逐步扩展至更多院校。此次合作旨在为全球大学体育迷提供更优质的购物体验。
(请注意,这只是关键参与者的部分列表,完整列表在报告中提供。)
The global licensed sports merchandise market size reached USD 33.5 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 44.7 Billion by 2033, exhibiting a growth rate (CAGR) of 3.2% during 2025-2033. The occurrence of major sporting events, such as championships, tournaments, and leagues, technological advancements in manufacturing and customization of licensed sports merchandise, and extensive media coverage of sports events and athlete are some of the major factors propelling the market.
Fan Engagement and Identification
Sports have an unparalleled ability to evoke passion and loyalty among enthusiasts, leading them to seek ways to express their affiliation. Licensed sports merchandise serves as a tangible representation of this allegiance, allowing fans to proudly display their team loyalties through apparel, accessories, and collectibles. The act of wearing or owning licensed merchandise creates a sense of camaraderie among fans, fostering a community of like-minded individuals who share a common interest. This emotional bond translates into a robust market demand, as fans actively seek opportunities to showcase their dedication. Organizations offering licensed sports merchandise can capitalize on this powerful emotional connection by providing a diverse range of products that cater to various preferences and demographics. By recognizing and catering to the innate desire of fans to engage and identify with their chosen teams, businesses can tap into a sustained market demand for licensed sports merchandise. According to the licensed sports merchandise market forecast, the market is expected to experience steady growth due to increasing fan engagement, the expanding influence of sports globally, and the rising demand for apparel and footwear showcasing team affiliations. For instance, in July 2024, New Zealand Rugby and Fanatics entered a landmark partnership, offering omnichannel retail and merchandising for global fans of the All Blacks, Black Ferns, and other Teams in Black. The long-term deal includes official merchandise sales and the expansion of fan recognition worldwide. Fanatics will operate New Zealand Rugby's official eCommerce store and in-stadium retail experiences. The partnership aims to provide an enhanced shopping experience for all New Zealand fans.
Celebrity and Athlete Endorsements
High-profile athletes are not merely sports figures, they are icons whose popularity transcends the boundaries of the sporting world. As a result, their endorsement of particular products, including licensed sports merchandise, holds substantial sway over consumer purchasing decisions. Fans often seek to emulate the lifestyles and choices of their favorite athletes, making products endorsed by these figures highly desirable. Businesses that secure athlete endorsements for their licensed merchandise benefit from an automatic boost in credibility and appeal. Furthermore, collaborations between athletes and brands can yield exclusive, limited-edition merchandise that resonates with collectors and enthusiasts alike. In the context of market research and consulting services, understanding the impact of athlete endorsements on consumer behavior can guide companies in forging strategic partnerships that enhance brand visibility and market positioning. For instance, in November 2023, NBA extended its partnership with Suditi Sports Apparel to enhance merchandise reach in India. Suditi will now have the license to produce and distribute authorized NBA fanwear across the country, including player fanwear, apparel, headwear, innerwear, and accessories. This collaboration aims to meet the increasing demand for NBA merchandise in India. Additionally, the NBA has also partnered with the Indian clothing brand Bhaane to operate NBAStore.in, offering fans an extensive selection of official NBA merchandise.
Globalization and Access to Markets
Advances in communication, media coverage, and digital platforms have bridged geographical gaps, enabling fans from around the world to connect with their favorite sports teams and athletes. This heightened global exposure has led to a rise in international fan bases, creating a vast potential market for licensed sports merchandise. Fans residing in different countries now have the means to access and purchase merchandise that was once restricted to local markets. This phenomenon has led to a diversification of consumer preferences and an increased demand for products that cater to various cultural contexts. For businesses in the licensed sports merchandise industry, this globalization presents both opportunities and challenges. The ability to tailor products to resonate with different cultures while maintaining the authenticity of team identities is essential for sustained success. In the context of market research and consulting services, understanding the nuances of global consumer behavior and preferences can guide businesses in formulating effective market entry and expansion strategies that capitalize on the worldwide appeal of licensed sports merchandise. For instance, in August 2023, HSN partnered with Fanatics to provide its shoppers with an expanded range of official sports merchandise. This collaboration will offer a wider assortment of team merchandise, including products from major sports leagues like NFL, NHL, MLB, and more. The partnership will also introduce new products for the NBA, college sports, NASCAR, MLS, and UEFA. HSN and Fanatics aim to enhance the sports shopping experience for customers through this unique agreement.
Apparel and footwear dominate the market
Apparel and footwear provide a tangible and visible way for fans to express their allegiance, making them sought-after items for enthusiasts across the globe. From jerseys adorned with team logos and player names to caps and shoes bearing iconic symbols, fans eagerly embrace these products as a means of showcasing their support. The appeal of licensed sports apparel and footwear extends beyond merely displaying team affiliations. These products encapsulate a sense of identity and belonging, creating a sense of camaraderie among fans who share a common passion. The act of donning a jersey or sporting a team-themed cap fosters a feeling of unity and community, further reinforcing the market demand for such merchandise. Additionally, the prevalence of celebrity endorsements and athlete partnerships enhances the desirability of these products, as fans aspire to emulate the styles and choices of their favorite athletes. For instance, in April 2024, Agilitas Sports acquired an exclusive license for Lotto in India, Australia, and soon in South Africa. This move aligns with the increasing demand for sports performance and athleisure in India. The company aims to impact the entire value chain from manufacturing to retail by investing in state-of-the-art manufacturing, cutting-edge technology, and design innovation for the Lotto brand. This collaboration is set to introduce a wide range of products and experiences, including apparel, footwear, and accessories, to sports enthusiasts across multiple countries.
Specialty stores holds the largest share of the industry
Specialty stores are dedicated to curating a diverse and exclusive collection of products that cater specifically to fan's preferences for team affiliations, player endorsements, and commemorative items. As a result, specialty stores create an environment where fans can immerse themselves in a curated assortment of merchandise that resonates with their passion and loyalty. The appeal of specialty stores lies not only in their focused product offerings but also in the personalized and expert-driven service they provide. Store staff are often well-versed in sports culture and the significance of licensed merchandise, allowing them to offer informed guidance and recommendations to customers. This personal touch enhances the shopping experience, fostering a sense of community and shared enthusiasm among fans who visit these establishments. Additionally, the physical presence of specialty stores plays a crucial role in their prominence within the distribution channel landscape.
Premium represents the leading market segment
According to licensed sports merchandise market report, premium holds for largest market share. Premium merchandise embodies a level of craftsmanship, quality, and exclusivity that resonates with consumers seeking items that reflect their dedication to their favorite sports teams or athletes. Premium offerings often boast superior materials, attention to detail, and innovative designs that set them apart from standard products. This focus on quality not only enhances the aesthetic appeal of the merchandise but also aligns with the values of discerning fans who value long-lasting and meaningful purchases. The premium segment also encompasses limited-edition collectibles, autographed items, and unique collaborations that hold significant value for collectors and enthusiasts. Furthermore, the emotional connection fans have with sports teams and athletes plays a pivotal role in driving demand for premium merchandise.
Men exhibits a clear dominance in the market
The appeal of licensed sports merchandise to men is multifaceted. For many, supporting a sports team represents a form of self-expression and an outlet for showcasing their interests and affiliations. Licensed apparel, accessories, and collectibles provide men with tangible means of publicly displaying their loyalties and passions, allowing them to connect with like-minded individuals and engage in conversations centered around sports. Moreover, the role of professional athletes as role models and sources of inspiration contributes to the demand for licensed sports merchandise among men. Athletes often embody traits of determination, resilience, and achievement that resonate with male consumers, leading them to seek products endorsed by these admired figures. The emotional investment men have in sports, coupled with the aspirational nature of athlete endorsements, creates a robust market demand for licensed merchandise that caters to their preferences.
North America exhibits a clear dominance, accounting for the largest licensed sports merchandise market share
The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America represents the largest regional market for licensed sports merchandise.
North America's dominance is underpinned by several factors that collectively contribute to the region's prominent market position. North America boasts a rich tradition of sports culture, with iconic leagues and teams that have garnered immense fan followings over the years. The fervent passion for sports within this region translates into a robust demand for licensed merchandise, as fans seek tangible ways to express their allegiances. Furthermore, North America's advanced consumer infrastructure and e-commerce ecosystem have facilitated the accessibility and distribution of licensed sports merchandise to a vast audience. The widespread use of digital platforms has enabled seamless engagement between brands and consumers, augmenting sales and enhancing brand visibility. Additionally, the prevalence of major sporting events and the influence of celebrity endorsements amplify the market's appeal, creating a conducive environment for licensed merchandise to thrive. For instance, in November 2023, Fanatics partnered with leading US collegiate licensing company CLC to bring officially licensed merchandise from 15 US colleges to international fans of college sports. Through this collaboration, Fanatics will offer a wide variety of products to cater to global audiences, with plans to expand to more institutions over time. This partnership aims to provide an enhanced shopping experience for college sports fans around the world.
(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)