Blog: Cashing in on the World Cup

Katie Smith | 10 June 2014

Sales of footballs are expected to increase more than 9% during the World Cup

Sales of footballs are expected to increase more than 9% during the World Cup

With the World Cup football tournament kicking off in just a few days, new research has suggested it will add GBP2.20bn (US$3.70bn) to global sports turnover in 2014.

The forecast from The NPD Group also expects the value of the global football market, which includes football boots, kit and related equipment such as footballs, gloves and shin pads, to reach GBP10.1bn in 2014, up 8% on GBP9.38bn last year.

According to NPD data, Britain comes in at number three in the rankings of the countries with the biggest turnover linked to football, which represents almost 10% of the national sports market. Over the last two years the US, Central America (Mexico) and South America (Brazil) have powered the market.

The World Cup is set to have a particularly striking impact on sales of football kits. During the last World Cup in 2010, the NPD Group reported a year-on-year average 9% growth of football kit sales in the big five European markets.

Sales of footballs are expected to increase by even more than this, and have historically peaked by +30% in the four weeks of the FIFA World Cup.

And it's not just the football market that will benefit from the World Cup. Demand for sport brands generally is forecast to increase before and during the tournament.

Sectors: Apparel, Footwear, Retail


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