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PLANNING STRATEGY MONITORING
Expertise by SPORT+MARKT AG and PR Marketing
Your contact persons: Andreas Ullmann | Dr. Peter Rohlmann
SPORT+MARKT
European Football Kit Supplier
Report 2012
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European Football Kit Supplier Report 2012
Dominant market leadership of adidas, Nike and Puma
A total of 28 different jersey brands / sport equipment
suppliers are represented inthe top flights of the key European
football markets in 2011/12 and provide at leastone of the 98 clubs
in the competitions with on-pitch apparel. These include a fewclubs
who launch their own sportswear collections and kit suppliers with
a
geographically limited range of operation.The number of active
companies has been fluctuating between 28 and 33 brands forseven
years. However, the dominance of a few kit suppliers on the
European footballmarket has remained relatively unaffected when the
number of clubs supplied isobserved to benchmark market
penetration. In these terms, the three largest kitsuppliers,
adidas, Nike and Puma, achieve a penetration level of 44
percent.
Graphic 8: Development and number of kit supplier contracts with
adidas, Nike and Puma
in the top 5 leagues, 2001/02 2011/12
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Jersey is main source of income for clubs
Cumulated sales of replica jerseys for all of the 98 clubs in
the five key European topflights currently amount to approx. 11.1
million.
For the European clubs analysed, the average basic price for a
replica shirt withoutcustomisation just over EUR 65. The bandwidth
of jersey prices for top clubs ranges
from approx. EUR 42 to EUR 81, with the most significant price
variations occurringin Spain and Italy. Based on the table, English
clubs appear to offer their fans thelowest prices (club average
below EUR 50 / GBP 41.55); however, it should be notedthat exchange
rates play a role, as the Pound Sterling was under pressure from
theEuro during the investigation period. Club fans in Italy and
France are faced with thehighest prices, at over EUR 71 per jersey,
although the Bundesliga follows justbehind with a sharp increase in
price to over EUR 70. Whilst Spanish clubs chargean average of just
below EUR 65, two of the leagues teams charge the highest price
of all (EUR 81).
Graphic 12: Jersey prices in selected football leagues
2011/2012
Short sleeve, uncustomised, size: XL, prices: online shops at
the beginning of the season.
74.95
55.14
80.00
80.99
79.00
From . .to
AverageDifference to
2009/10 (in %)
70.33
+12.10
49.80 +1.5071.40 +2.4064.38 -1.5071.20 +7.7065.42 +4.50EUROPE
TOP 5
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Are you interested in the complete
report?For further information please contact Andreas
Ullmann
([email protected]) or visit our website
(SPORT+MARKT Reports)!
mailto:[email protected]?subject=European%20Football%20Merchandising%20Report%202010http://www.sportundmarkt.de/de/aktuelles/sport-markt-reports/european-football-kit-supplier-report.htmlhttp://www.sportundmarkt.de/de/aktuelles/sport-markt-reports/european-football-kit-supplier-report.htmlmailto:[email protected]?subject=European%20Football%20Merchandising%20Report%202010
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Your contact:
SPONSORGLOBE NEWSLETTER:
Barry Johnston
E-Mail: [email protected]
Telephone: +49 - (0) 221 - 430 73 177
SPONSORGLOBE DATABASE:
Andre Haberla
E-Mail: [email protected]
Telephone: +49 - (0) 221 - 430 73 784
About SPONSORGLOBE
SPONSORGLOBE is a bimonthly newsletter featuring central key
information from
international sport business, brought to you by SPORT+MARKT and
REPUCOM
International. The SPONSORGLOBE database, unique throughout the
world and
containing over 50,000 current sponsorship deals as well as key
facts on sponsors
and sponsorship engagements in sport and the entertainment
sector, serves as a
basis alongside other sources.
European Football Kit Supplier Report 2012
