Licensed Sports Merchandise Market- Industry Size, Companies & Share

Licensed Sports Merchandise Market Size, Share & Growth Report, 2034

The global licensed sports merchandise market was valued at approximately USD 36.45 billion in 2024 and is projected to grow at a CAGR of 5.25% from 2025 to 2034, reaching a value of USD 60.80 billion by 2034. 

The licensed sports merchandise market is experiencing robust growth, fueled by the passionate fan base of global sporting events, rising disposable income, and a growing culture of brand and team loyalty. From apparel and accessories to collectables and memorabilia, fans are increasingly investing in officially licensed products that reflect their support for their favorite teams, players, and sports leagues. 

Key Takeaways 

• The U.S. licensed sports merchandise industry is expected to grow from USD 14.01 billion in 2025 to USD 23.81 billion by 2034, at a CAGR of 5.99% during this period.
• The North America dominated the licensed sports merchandise market with the largest revenue share of 52.17% in 2024.
• The licensed sports merchandise market in Asia Pacific is expected to grow at a significant CAGR of 5.75% from 2025 to 2034.
• The toys and games segment led the market with the largest revenue share of 31.24% in 2024.
• The sportswear segment is projected to register at the fastest CAGR of 6.55% from 2025 to 2034.
• The offline distribution channel segment led the market with the largest revenue share of 69.49% in 2024.
• The online distribution channel is expected to grow at the fastest CAGR of 7.75% from 2025 to 2034.  

Where precision meets profit: The rise of licensed sports merchandise ?

The licensed sports merchandise market is thriving as fans increasingly seek to connect with their favorite teams, athletes, and sporting moments through tangible, officially endorsed products. This growing demand is being driven by heightened sports viewership, expanding global fan bases, and the emotional value attached to memorabilia and branded apparel. From football jerseys and cricket caps to NBA sneakers and Olympic-themed collectibles, consumers are not just purchasing products, they are investing in identity, community, and nostalgia.  

Brands and sports leagues are capitalizing on these sentiments by forming strategic licensing partnerships, launching limited-edition merchandise, and embracing e-commerce platforms to enhance reach and engagement. Additionally, the fusion of fashion, pop culture, and athletics has expanded the appeal of sports merchandise beyond just match days, transforming it into an everyday lifestyle choice. With digital transformation and fan engagement at the forefront, the market is set to scale new heights in both volume and value. 

The government initiatives for the rise of licensed sports merchandise

• In May 2025, leisurewear brand Chubbies partnered with the National Football League to introduce a vibrant swimwear collection. The NFL by Chubbiest collection features team-branded swim trunks designed to combine comfort, individuality, and bold fan spirit. These are comfort, individuality, and bold fan spirit. These stylish trunks are now available on fantastic, offering NFL fans a way to showcase their team offering NFL fans a way to showcase their team pride poolside throughout the summer. (Source: msn.com )
• In May 2025, Fantastic, a leading sports merchandise company, launched a new fashion brand called Off Screen in early 2025. The brand has been granted official use of NFL players' names and numbers through a license with the NFL Players Association. The debut collection includes puffer vests, jackets, and long coats featuring designs that highlight players from teams like the San Francisco 49ers, Kansas City Chiefs, and Philadelphia Eagles. (Source: fanaticsinc.com )
• In May 2025, Rally House, recognized as the fastest-growing retailer for sports merchandise and apparel in the country, is excited to announce the launch of Rally House Blacksburg, marking its first store in Virginia. Located at 118 S Main Street, conveniently across from Cabo Fish Taco and mere steps from the Virginia Tech campus, this spacious store is poised to become the top destination for Hokies fans and sports lovers in the area. (Source : finance.yahoo.com)
• In May 2025, IOS Sports & Entertainment, a prominent Indian sports management company, introduced a lively new logo celebrating its 20-year journey in the sector. Established in 2005 by ex-national squash player Neerav Tomar and industrialist Sanjeev Khandelwal, IOS has developed into a top agency representing more than 150 elite athletes from multiple sports fields.(Source: businessstandard.com)

Trending the turf: Key shifts in licensed sports merchandise (Key Trends) 

• Rise of athlete-driven brands: Players are becoming their brands, launching signature collections, and collaborating with merchandise companies for exclusive lines, boosting fan engagement and personalized sales. 
• Growth of e-commerce and direct-to-fan channels: digital transformation is pushing sales from physical outlets to online platforms, with sports teams launching their websites and apps for direct-to-fan merchandising. 
• Increased popularity of esports merchandise: As esports gains mainstream traction, licensed gear tried to virtual teams and tournaments is becoming a strong revenue segment, particularly among Gen Z and millennials. 
• Sustainability in sports fashion: Eco-friendly merchandise, such as recycled jerseys and biodegradable packaging, is becoming more popular, aligning with global sustainability goals and consumer expectations. 
• Limited edition and event-based drops: Time-sensitive and event-based releases are seeing explosive growth, creating urgency and exclusivity among fans. 
• Augmented reality and virtual try-outs: AR features integrated into apps allow fans to preview merchandise virtually, enhancing the online shopping experience and reducing return rates.

Report Scope

Market Opportunity:

Virtual Sports:

As digital media reshapes fan engagement, the rise of e-commerce, mobile applications, and virtual sports events presents a golden opportunity for brands to expand their licensed merchandise offerings beyond traditional retail. Fans now expect seamless access to their favorite team apparel and memorabilia from anywhere in the world. The growing popularity of fantasy leagues, esports tie-ins, and influencer-led promotions has opened fresh avenues for product placement and customization. Emerging markets in Asia-Pacific, Latin America, and Africa, where sports viewership is rapidly expanding, are also ripe for brand licensing deals. This digital transformation enables brands to hyper-personalize offerings and build year-round loyalty, turning every fan into a walking ambassador.

Market Restraint:

Counterfeit Products:

Despite its promising growth, the licensed sports merchandise market is heavily challenged by the rampant production and sale of counterfeit goods. Illegally replicated jerseys, hats, and memorabilia not only eat into genuine brand revenues but also erode consumer trust and product value. The digital marketplace, particularly on unregulated platforms and third-party sites, makes it increasingly difficult to trace or control the spread of fake merchandise. Additionally, high price points for official products can drive budget-conscious consumers toward unlicensed alternatives, especially in developing economies. To maintain integrity and consumer loyalty, the industry must invest in advanced authentication technologies, legal enforcement, and global awareness campaigns to combat this ever-evolving threat.

Regional Analysis 

Is North America Still the Powerhouse of Licensed Sports Merchandising?

The North America licensed sports merchandise market size was valued at USD 19.02 billion in 2024 and is expected to be worth around USD 31.75 billion by 2034, exhibiting a compound annual growth rate (CAGR) of 5.26% over the forecast period 2025 to 2034.

North America continues to dominate the global licensed sports merchandise market, thanks to its deep-rooted sports culture and massive fan bases across leagues like the NFL, NBA, MLB, and NHL. The region’s robust retail infrastructure, combined with strong digital presence through e-commerce platforms and mobile apps, has allowed merchandise sales to flourish. Partnerships between major sports franchises and lifestyle brands like Nike, Adidas, and Fanatics further drive innovation and demand. Moreover, events such as the Super Bowl, NBA Finals, and World Series fuel seasonal spikes in consumer spending.

• In May 2025, Kasten anticipates expanding further past the recent inclusion of Vancouver and Seattle, aiming to increase the PWHL to eight teams in the coming years; the league intends to leverage the 2026 Milan Winter Games to enhance its international presence; and there is the potential for achieving profitability by 2031, coinciding with the expiration of the league's existing collective bargaining agreement with its players.(Source: espn.in)

Is Europe Catching Up Fast in Sports Merchandising?

Europe is emerging as the fastest-growing region in the licensed sports merchandise space, driven by football (soccer) fandom and increasing cross-border merchandise demand. Clubs like Manchester United, FC Barcelona, and Bayern Munich have created powerful brand identities with global appeal. The rising popularity of American sports, such as the NBA and NFL, in major European cities is also contributing to new market opportunities. Expansion of official online stores, strategic tie-ups with sports retailers, and international shipping capabilities are accelerating growth across this region.

• In May 2025, Lidl, the German discount supermarket, plans to reposition its sports brand Crivit and aims to establish it as the “most prominent movement brand in Europe. The brand's first international omnichannel initiative, titled Find Your Move, was announced by Lidl on Wednesday. This campaign is set to air on television, be promoted through social media, and be featured in physical stores across more than 30 countries, encouraging individuals to “rediscover movement.” Alongside the campaign's launch, Crivit's distinct brand identity has also been introduced. The brand now has its profiles on social media platforms like Instagram, YouTube, and Facebook.(Source: fashionunited.in)

Could Asia-Pacific Become the Next Giant in Sports Licensing?

Asia-Pacific is witnessing notable growth, driven by rising disposable incomes, increasing internet penetration, and a booming youth population that is passionate about global sports. Countries like India, China, Japan, and Australia are seeing surges in demand for merchandise related to both international and regional sports leagues. Cricket, basketball, and football are among the leading sports driving sales, while e-commerce platforms and social media influencers are enhancing brand visibility. International sporting events like the Olympics and ICC tournaments further fuel fan enthusiasm and spending.

• In May 2025, Reliance Industries brought numerous international luxury brands to India, significantly impacting the country's fashion sector. Isha Ambani serves as the Executive Director of Reliance Retail, which manages the company's fashion-related divisions. She has been responsible for overseeing the company's network and overall strategic direction. Additionally, Isha has focused on introducing brands to consumers in rural regions of India. (Source:india.com)

Segment Analysis

Product Type Insight 

What is driving the domination of toys and games in today’s market?

The toys and games segment is dominating the market, due to its mass appeal across all age groups. From action figures and board games featuring popular sports teams to collectibles like Funko Pop and LEGO kits representing athletes and teams, this segment taps into both the nostalgia of adult fans and the excitement of a younger audience. The continued association of major sports leagues with toy manufacturers has only boosted this segment’s visibility and profitability. Seasonal promotions, league-specific editions, and global sporting events significantly contribute to its sustained demand. 

On the other hand, the sportswear segment is the fastest-growing category, driven by the surge in health consciousness, the athleisure trend, and increasing fan engagement. Jerseys, tracksuits, and footwear featuring official team logos or athlete branding are not only worn for games but also integrated into everyday fashion. Collaborations between major sports clubs and apparel giants like Nike, Adidas, and Puma continue to drive this segment forward. With the limited-edition drops and influence-led marketing, sportswear has transformed into a statement of both fandom and style. 

Distribution Channel Type Insights

The offline distribution channel remains the leading force in the market, especially through flagship stores, stadium shops, sports events, kiosks, and licensed retail chains. These outlets offer an immersive experience, letting fans physically interact with merchandise, customize jerseys, and participate in loyalty programs. The tangible retail experience is particularly crucial during tournaments, fan festivals, or team meet-and-greets, where emotional purchases dominate. 

On the other hand, the online distribution channel is witnessing the fastest growth, fueled by convenience, digital transformation, and global accessibility. E-commerce platforms, official team websites, and sports merchandise aggregators offer extensive product ranges, real-time stock updates, and customization options. Integration of AR (Augmented Reality) for virtual try-ons, exclusive web-only collections, and influencer endorsements on platforms like Instagram and TikTok is enhancing online customer engagement, particularly among Gen Z and millennial consumers.

Top Companies in Licensed Sports Merchandise Market: 

• VF Corporation
• Nike, Inc.
• Adidas AG
• Puma SE
• Under Armour, Inc.
• Hanesbrands Inc.
• DICK’S Sporting Goods Inc.
• Sports Direct International plc,
• G-III Apparel Group, Ltd.
• Fanatics Inc.

Recent Development 

• In May 2025, IOS Sports & Entertainment, a renowned sports management agency in India, proudly unveiled an eye-catching new logo to mark the significant milestone of its 20-year journey in the industry. Founded in 2005 by the accomplished former national squash player Neerav Tomar and the astute industrialist Sanjeev Khandelwal, IOS has transformed into a premier agency, representing over 150 elite athletes across a wide array of sports disciplines.(Source:businessstandard.com) 
• In May 2025, a groundbreaking venture was born as three distinguished professionals, fueled by their deep-seated passion for talent, sports, and culture, united to establish LegaXy, a cutting-edge brand poised to reshape the realms of sports, media, and entertainment. Amitesh Shah, a visionary leader with an impressive track record as the former CEO of Shikhar Dhawan's Da One Group and the former COO at Yuvraj Singh's Group, along with his extensive experience at Barclays, brings a wealth of strategic insight to the team. (Source: brandequity.economictimes.indiatimes.com) 

Key Market Segments

By Product type 

• Toys and games 
• Sportswear 
• Bottom wear 
• Jackets 
• Sweatshirts and hoodies 
• Sports apparel 

By Distribution Channel 

• Online
• Offline

By Region

• North America
• APAC
• Europe
• LAMEA