15 mar: OIL FUTURES: Crude Settles -32 Cents; US Denies Deal To Tap Oil S..
15 mar: WSJ: United Tech Plans $3 Billion In Asset Sales For Goodrich Buy
15-03-2012 19:39:00

College-Licensed Apparel Tops Sports Market

Relateret indhold

--College sports pushes college merchandise ahead of NFL, baseball in sales

--More television exposure seen creating demand

--Nascar merchandise in fourth place but growing rapidly

By Sam Mamudi

One-fourth of all goods sold through licensed sports apparel stores in 2012 will be college-branded, a timely reminder as March Madness gets going of the immense national appeal of college sports.

Sales of licensed college sports clothing at outlets such as Dick's Sporting Goods Inc. (DKS) and Foot Locker (FL) are set to top the market this year, beating out the professional leagues.

The National Football League, the highest-earning sports league in the world, is expected to rank second this year, with a 22.6% share, with Major League Baseball third, taking 22.9% of overall sales.

Total revenue from retail stores such as Dick's, Foot Locker and the Sports Authority will total $3.7 billion in 2012, according to a study by IBISWorld.

The study projects that revenue to grow to $4.1 billion by 2017, with college sports and Nascar seeing the most growth.

The primacy of college-branded wares is a relatively new phenomenon, according to IBISWorld. Until recently MLB-licensed goods were the biggest sellers at licensed sports apparel stores. But a combination of more television exposure and an increasingly professional approach to merchandising has seen college products rise from third in 2009, behind MLB and NFL, to number one in 2010 and last year--and likely in the years ahead.

"Increased national exposure of college men's football and basketball (through TV networks like ESPN) has catapulted collegiate athletics onto the national stage over the last decade," wrote Brian Bueno, lead industry analyst at IBISWorld, in his report. "More exposure has encouraged colleges to increase apparel offerings to more niche items, such as socks, robes and underwear, along with jerseys, T-shirts and outerwear."

Bueno said that the top-selling colleges last year were the University of Texas, University of Alabama and University of Florida.

College sports have benefited enormously from the boom in televised games in recent years. With live events among the few remaining appointment-viewing programs, TV networks have been paying billions of dollars for sports rights.

So strong is the pull of college sports that Walt Disney Co.'s (DIS) ESPN and Texas launched a university-specific Longhorn Network last August; the Big Ten Conference has its own TV station, and the Pac 12 Conference is due to launch its a national network and six regional channels in August. The impact of TV dollars is so large that college sports is in a major upheaval that could result in four 16-team super-conferences established just to meet broadcasters' wishes.

It's not just more airtime that's helping colleges. Many of the top schools have in recent years signed up with IMG College, a division of IMG Worldwide, to handle their licensing and sponsorship.

For example, though not captured in the IBISWorld study, IMG recently sealed a deal to sell college merchandise through Old Navy (GPS) stores.

"IMGs ongoing management of college licensing has definitely helped facilitate the growth, particularly as the company can leverage its marketing and licensing expertise to expand licensing strategies for colleges and, thus, expand the product base," Bueno told MarketWatch.

"It can also be argued that the increased exposure has been due to marketing efforts either undertaken by the colleges themselves, marketing agencies like IMG or other business forces."

Bueno also found that at the same time college products were claiming top spot, the NFL overtook MLB in retail sales at licensed sports stores, perhaps unsurprising given the country's enormous appetite for football. As with college sports, Bueno suggested increased media coverage has boosted sales.

"The successful launch and subsequent development of the NFL network in 2003 has played a huge role in generating apparel revenue," he noted.

Sales of Nascar apparel ranked fourth in the study, though he sees the sport as the perhaps the fastest-grower in the sector in the years ahead.

"[The sport's] products are typically sold in the Southeast region, as Nascar is most popular in those states," wrote Bueno. "In the five years to 2017 this segment is expected to generate a higher percentage of industry revenue, as NASCAR further develops its brand across the country."

-By Sam Mamudi; 415-439-6400; AskNewswires@dowjones.com

(END) Dow Jones Newswires

March 15, 2012 15:39 ET (19:39 GMT)

Copyright (c) 2012 Dow Jones & Company, Inc.

Opret kommentar

Relateret debat

  • 1 uge
  • 1 måned
  • 1 År
Ingen indlæg

Fondsbørsmeddelelser

KORR: Nordea kan stå over for dilemma i Rusland - medie

28-07-2014 15:40:39
(Rettet så det fremgår, at der er tale om potentiel situation + tilføjet afsnit i bunden + rettet rubrik)Skærpede sanktioner mod Rusland er på vej, men de vil i..

Nordea: Nye sanktioner mod Rusland vil ikke ramme os - medie

28-07-2014 13:32:13
Yderligere sanktioner mod Rusland vil ikke virke på Nordeas russiske aktiviteter. Banken kan dog komme i en kompliceret situation.Det skriver branchemediet Fina..

Aktier/åbning: Går mod Europa med kursfald

28-07-2014 09:19:22
De danske aktier er startet med pil ned mandag morgen, hvor der også er sløje nyheder at forholde sig til for ingeniørselskabet FLSmidth i form af nedslående me..

Mest læste nyheder

  • 24 timer
  • 48 timer
  • 1 uge
1
Rusland dømt til at betale 50 mia. dollar i erstatning
2
Aktier: Korrektion på 5-10 pct. sandsynlig - ugebrev
3
Aktier/åbning: Går mod Europa med kursfald
4
Danske/RBC: Løfter kursmål efter stærkt regnskab
5
Aktier/tendens: Rolig og let positiv start i vente

Relaterede aktiekurser

Disney (Walt) Co (The) 87,03 0,9% Stigning i aktiekurs
The Gap Inc 40,17 0,6% Stigning i aktiekurs
Dick's Sporting Goods In.. 43,08 -0,4% Fald i aktiekurs
Foot Locker Inc 48,61 0,4% Stigning i aktiekurs
Foot Locker 15,75 1,4% Stigning i aktiekurs

Køb- og salgsanbefalinger

  • Trend
  • Pengemaskinen

Relaterede selskaber
Få adgang til information og anbefalinger af relaterede selskaber med PLUS pakken.

Du får adgang til 7 værdifulde investorværktøjer til investering.

Klik her og læs mere om PLUS pakken.
Euroinvestor i andre lande: Euroinvestor.com | Euroinvestor.se | Euroinvestor.no | Euroinvestor.fr | Forexinvestor.com| Wisselkoersen.nl | Valuta.se | Valutaveksel.no | Divisas.es | Valute.it
Copyright Euroinvestor A/S 2014  Disclaimer Privatlivspolitik
Aktieinformation leveres af Interactive Data.
Data er forsinket 15-20 minutter iht. de enkelte børsers regler om videredistribution.
 
28. juli 2014 20:26:40
(UTC+01:00) Brussels, Copenhagen, Madrid, Paris
Version: LiveBranchBuild_20140723.1 - EUROWEB7 - 2014-07-28 20:26:40 - 2014-07-28 20:26:40 - 1 - Website: OKAY

Når du besøger Euroinvestor.dk accepterer du, at der anvendes cookies, som vi og vores samarbejdspartnere benytter til funktionalitet, statistik og markedsføring. Læs mere om cookies på Euroinvestor.dk her

x