This summer’s World Cup promises to be a colourful affair, with the tournament being held in five-time winner Brazil’s backyard.
With the tournament just around the corner, organisers are making final preparations in time for the big kick off and, similarly, manufacturers have released the latest national team replica kits for fans to proudly wear while cheering on their country.
Benefits
Replica kits are big business for manufacturers and national football associations alike. For the manufacturers, providing the kit for the World Cup winners provides obvious benefits, not to mention increased sales, while for the football associations the money generated by sponsorship provides a vital source of income to fund their activities.
What is the current market outlook in Great Britain for the replica kit market and how will the upcoming summer of football affect this? The sector is worth just under £250 million annually, according to the NPD Consumer Panel, and out of the big five countries in Europe (Great Britain, Germany, France, Italy and Spain) Great Britain is by far the largest market. With the launch of the latest England replica kit, the English FA will be hoping for a successful tournament to boost sales.
2013 was a year of significant change for the English Football Association, as we saw time called on Umbro’s association with the organisation, one dating back to the 1950s, and Nike becoming the supplier to the England national men’s and women’s teams.
Optimistic
According to NPD Consumer Panel data, in Great Britain national replica kit sales increase during a tournament year – a reason for lower sales in 2013. This gives retailers and manufacturers reason to be optimistic about strong sales pre and post-World Cup, although the latter will be dependent in part on Roy Hodgson’s men escaping what appears to be a challenging group stage, with matches against a strong Italy team as well as Luis Suarez’s Uruguay.
Who wears replica kit? In Great Britain males aged 13 and above account for 63 per cent of sales in terms of number of shirts, while boys aged 12 and under make up 29 per cent of replica shirt sale volumes. If we look at what replica kits are used for, according to the NPD Consumer Panel, just under 85 per cent are used for leisure rather than any sporting activity, making it more likely that you’ll see a replica football shirt on the high street than the football pitch.
If we look at who replica kit is bought for, 49 per cent is purchased by the intended wearer, a figure that’s increased in recent years.
Boost
Professional football clubs will be keeping a close eye on the World Cup and hoping the enthusiasm generated by the tournament will carry over into the new Premier League season and provide a boost to shirt sales.
Looking to next season’s Premier League, Puma is the new kit manufacturer for Arsenal for the next five years. The move is part of Puma’s strategy to cement its place as the number three football brand behind Nike and adidas. Its relationship with Arsenal adds to the company’s existing partnerships with Cardiff City and Newcastle United in England.
Brazil 2014 is promising much as a spectacle, with some commentators predicting it will be the best in a generation. Who will be the winner in the kit manufacturers’ World Cup battle? We will have to wait until July 13 to see which nation takes home the coveted trophy and which manufacturer’s logo is on the world champion’s shirt.
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The NPD Group monitors the sales of sports footwear and apparel in many countries around the world. For more information contact the NPD Group sports team on 01932 355580 or visit www.npd.com
