La Liga tops merchandising table 23/02/2011 |
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Clubs in Spain’s La Liga generated the most revenue from merchandising and licensing of any European league last season.
It is the first time Spain has topped the European Football Merchandising Report, compiled by SPORT+MARKT and PR Marketing, although almost 80 per cent of the 190m euro revenue came from Real Madrid and Barcelona.
In contrast, the 168m euros generated by English Premier League clubs during the 2009/10 season was split much more evenly, with the German Bundesliga in third place (130m euros) followed by Italy’s Serie A (77m euros) and France’s Ligue 1 (67m euros).
The five leagues boosted income from merchandising and licensing by more than 6 per cent compared to the previous year.
“The boom in European football merchandising is ongoing,” said Peter Rohlmann of PR Marketing. “However, it is primarily the less-established leagues that can look forward to significant growth, as they are gradually identifying the importance of club merchandising in brand management.”
Shirts remain the top-selling item of merchandise for European clubs, with 13.7 million sold in the 2009/10 season. The two sports equipment giants, Adidas and Nike, enjoyed a combined market share of approximately 83 per cent, while the remaining 34 kit manufacturers in Europe’s top 10 leagues sold a mere 2.3 million jerseys in total (17 per cent).
“Jersey sales represent the core business of many clubs and are often responsible for around 50 per cent of merchandising revenue,” says Andreas Ullmann, senior consultant at SPORT+MARKT.
“Cultural differences do exist regarding preferences for certain products. Russian or Ukrainian fans, for example, tend to buy more warm scarves, while English fans like to buy mugs bearing the logo of their favourite club.”
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