Impressions - Sports Fan Retailer - Fall 2014 - 18

Active vs. Inactive FANS
58.4%

Inactive Americans Who Are Fans*
Active Americans Who Are Fans*

40.6%

37.3%

32.2%
20.8%

17.0%

31.2%

29.6%

24.1%
13.1%

17.4%

16.2%
5.3%

NFL
56% Increase

College
Football
68% Increase

MLB
89% Increase

College
Baseball
60% Increase

NBA
70% Increase

Percent Spending of Consumers of
Different Activity Levels in 2013
Sedentary

College
Basketball
92% Increase

NHL
118% Increase

68%

65%

55%
44%

42%

34%
21%

Active to Healthy Standards
*People who say "Somewhat or Very Interested"
Source: PHIT America

18 Fall 2014

11.9%

10.1%

WNBA
90% Increase

Active, But Not to Healthy Standards

in south Florida's Wellington Community
Youth Football League (WCFL) wear NFL
replica helmets and jerseys that show a
direct connection with the local Miami
Dolphins NFL franchise.
"Selling school-themed T-shirts to our
student body and the local community is a great way to boost school spirit,"
says Wayne Ryan, athletic director, Summers County High School, Hinton, W. Va.
"We've been selling school spiritwear since
the late 1980s, and 70% of our merchandise is sold to pre-teens and teenagers."
While the appeal of wearing an
MLB-licensed shirt is quite alluring for
youngsters, it's not always the financially
prudent way to go. Luckily, the bounties
seen in the licensed sports product business are not limited to the major sports
here in the United States. It's a global
phenomenon. Professional soccer - especially this year, with the popularity of
the World Cup - also has benefitted from
the spending spree on licensed sports
products. National jerseys from Germany,
The Netherlands, Argentina, Brazil, En-

26.0%

Sports Clothing

gland, France, Spain and Italy have been
purchased and worn by millions of fans,
especially youngsters.
"Team soccer jerseys are a big attraction for 10- to 16-year-old children," says
Matt Godek, president/founder, Matt
Godek Rugby & Soccer Supply, Merrifield, Va. "Many kids feel that they have
to have the latest jersey. And the parents
foot the bill. When teams change color
schemes, jersey designs and logos, it creates another sales opportunity."
KIDS IN 'COLLEGE'
The collegiate market produces items
ranging from hats, T-shirts and socks,
to jerseys and miniature cheerleader
outfits - all of which help fans proclaim allegiance for any given collegiate athletic program.  The market is growing because parents want
their children to be "little Georgia
Bulldogs" or "little Texas Longhorns." 
The industry produces and markets
these child-sized items, and consumers are
buying them - and will continue to do so.

24%

Sports Footwear

24%

Sports Equipment

"Purchases of licensed sports products are often motivated by enthusiasm,
emotion and excitement for one's favorite
team or alma mater," Mayor says. "When
the 'heart strings' are attached to the
pocket book or the wallet, a purchase is
imminent."
While many children wear licensed
sports products on an everyday basis,
some also wear them on the competitive
field of play.
"Our intramural basketball league for
elementary-aged children features miniature uniforms that reflect an allegiance
to ACC athletic programs, specifically
Duke, North Carolina State, Georgia
Tech, Wake Forest, Clemson and North
Carolina," says Jon Elardo, associate
athletic director, Berean Christian School,
West Palm Beach, Fla.. "We have players
and their parents who are rooting for the
Blue Devils, Wolfpack, Yellow Jackets,
Demon Deacons, Tigers and Tar Heels
each year. It's a great 'collegiate' atmosphere in our gym each spring Saturday
morning."
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