Sports licensing has grown in scope and sophistication over
the past decade, and is one of the top four revenue producers in the
licensing world. In the US, the business is dominated by the four
majo...
Sports licensing has grown in scope and sophistication over the
past decade, and is one of the top four revenue producers in the
licensing world. In the US, the business is dominated by the four major
sports leagues, National Football League, Major League Baseball,
National Basketball Association and the National Hockey League along
with NASCAR. In addition more than 300 colleges and universities in the
US are involved in collegiate licensing, marketing their rights
primarily to the apparel market with sometimes very respectable
revenues, depending on the performance of their sports teams and the
size of the university or college. In terms of its segments, sports
apparel have the highest growth rate while among the sporting equipment,
videogames/software are expected to grow at a faster rate as compared
to sporting goods & toys and games.
The report “ Licensed Sports Merchandise Market”
provides an in-depth analysis of the US and Canada market for licensed
sports merchandise. The major trends, growth drivers as well as issues
being faced by the industry are being presented in this report. The
major players in the industry, VF Corporation, G III Appeal Group,
Fanatics Inc. and Dick’s Sporting Goods Inc. are being profiled.
The key factors driving the growth of the licensed sports merchandise
market are accelerating sports market in North America, rising demand
of sporting goods, increasing GDP in the US and Canada, growing demand
for e-commerce and rising demand for top sports. Some of the noteworthy
trends and developments of this industry are growth of online streaming,
introduction of domestic and housewares, licensing of player,
technological advancement and rising demand of social media. However,
the expansion of licensed sports merchandise market is hindered by
counterfeiting/duplicate products, declining retail shelf space and high
entry barriers.
By combining SPSS Inc.’s data integration and analysis capabilities
with our relevant findings, we have predicted the future growth of the
industry. We employed various significant variables that have an impact
on this industry and created regression models with SPSS Base to
determine the future direction of the industry. Before deploying the
regression model, the relationship between several independent or
predictor variables and the dependent variable was analyzed using
standard SPSS output, including charts
, tables and tests.
, tables and tests.
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