Globally, the licensed sportswear industry has grown at a rapid pace due to increasing fan base and extended distribution channels. In the U.S., four major sports leagues - National Football League, Major League Baseball, National Basketball Association and the National Hockey League dominate the sports licensing market commanding more than half of total merchandise sales in 2009. In addition more than 300 colleges and universities in the U.S. are involved in collegiate licensing, marketing their rights primarily to the apparel market.
However, the retail sales of licensed sports merchandise declined consecutively in 2009 and 2010, primarily due to slowdown in overall economy and decline in impulse spending of consumers. Retail sales of licensed merchandise are largely via bricks-and-mortar (sporting goods, mass, department, specialty, etc.), online retail channels and event venues.
Some of the major retailers for licensed sports merchandise include Dreams Inc., GSI Commerce, VF Imagewear, Reebok and Nike. Most of the companies in this space have implemented competitive strategies such as web syndication services, entering into contracts and agreements and license extension to increase their sales. The industry also faces high level of entry barriers such as acquiring licensing rights, procuring web syndications deals, sustaining brand identity and intense competition.
The current report analyzes the US licensed sports merchandising market with a focus on licensed apparel market. The sizing, segmentation and supply chain of the US licensed sports merchandise market has been covered in this report. Further, trends in distribution channels, market shares of leagues and associations and various entry barriers faced by the industry are also discussed in detail. The report has a special focus on the US licensed sports apparel market. The competitive aspect of the market (competitive strategies) is also highlighted and the major companies are profiled with their strategies for this market.
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