Global non licensed sports merchandise market size is expected to exceed USD X.xx billion by 2023, growing at a CAGR between x% and x% over the period of 2017 – 2023. (Market size of licensed sports merchandise was 26.93 billion in 2015) Non-licensed sports merchandise is replica or counterfeit licensed sports apparels, accessories and other products manufactured and sold by unlicensed entities. The products look similar to the licensed sports merchandise visually, but the difference will be there in the type of material, quality of stitching, colors and other aspects. Some non-licensed sports merchandises may have copyrighted logos and other stuffs related to the sporting entity, but the design of the products may be different. To avoid legal issues, some manufacturers use distorted logos and designs, which may not infringe the license terms between the sporting entity and the licensee. Some of the products may not have the logo other aspects related to the sporting entity, but the colors and the design will resemble the identity of the particular sporting entity. Non licensed sports merchandise of sports such as American football (NFL), baseball, cricket, basketball, football, and tennis among others is quite popular among sports enthusiasts worldwide.
Figure 1: Global Non Licensed Merchandise Market by Value 2015 - 2023
Presence of larger number of smaller manufacturers, cheaper prices, goods smuggling, cheaper imports, legal disputes and booming sales characterizes the global non-licensed sports merchandise market. Growing popularity of sporting leagues across the world is driving the growth of the global non-licensed sports merchandise market. The huge prices of the branded licensed sports merchandize make it unaffordable for many sports enthusiasts and they prefer cheaper alternatives. It enhances the growth of the non-licensed sports merchandise market. The growing popularity for the sporting fashion trends is another factor that gives boost to the market. The growing demand for sports apparels related to sporting clubs, franchises or individual sports stars is another factor that drives the growth of the market. The urge among youth to express their affection and loyalty to sporting entities drive the demand for the non-licensed sports merchandise. The expansion of e-commerce to smaller cities and towns are aiding the growth in sales of the non-licensed sports merchandise, especially that of imported products.
The availability of the non-licensed sports merchandise in local markets at the fraction of the cost of the original products is another factor that helps the market. Moreover, the lack of awareness among the customers about the licensing amounts to the increasing sale of non-licensed sports merchandise in upscale sports goods stores or retail stores. Unique attractive designs and product innovations also help the non-licensed sports merchandise to compete with the licensed sports merchandise. Fake websites with strikingly similar domain to the major sports retailers or sports goods manufacturers also divert some customers towards non-licensed sports merchandise. As major sports goods manufacturers outsource the production to other countries, certain suppliers copy the design and sell it to the counterfeit manufacturers.
Presence of too many competitors, issues related to smuggling, stringent law enforcement and legal suits by the licensees are the major restraints for the global non licensed sports merchandize market. Increasing prices of licensed sports merchandise is expected to provide growth opportunities for the manufacturers in the non-licensed sports merchandise market. Moreover, the increasing popularity of international sporting leagues and events in developing and low income countries are expected to provide growth opportunities for the manufacturers in the non-licensed sports merchandise market during the forecast period.
The report covers the analysis of global as well as regional markets of non-licensed sports merchandise market. The global non licensed sports merchandise market is segmented by product type and by distribution channel. The global non licensed sports merchandise market by product type covers sports apparel, sports footwear, sports accessories, toys and pirated videogames/softwares among others. Based on distribution channel, the market is segmented as e-commerce/online stores, retail stores, sports goods stores, direct selling, open air markets and pirated markets among others.
The global non-licensed sports merchandise market covers the analysis of geographies such as North America, Europe, Asia-Pacific and RoW. In this section, the key trends and market size for each region is provided over the period of 2017 – 2023.
Figure 2: Global Non Licensed Sports Merchandise Market by Region
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