Cover_Sport Insight cover 6 QX 1 26/08/2011 12:37 Page 1 SportsSERVING THE SPORTS TRADE IN THE UK AND ROI www.sports-insight.co.uk £3.50 SEPTEMBER 2011 Insight THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS DON’T FIGHT IT - FEEL IT INSIDE THIS ISSUE WWW.MANTIS-SPORT.COM SEE PAGE 34 MARKETING CHILD'S PLAY BARRY HEARN IN SEASON 11 low-cost strategies to Sales growth for under-11's Creating a brave new Focus on darts, football raise your business' profile footwear and apparel world for traditional sports and racquet sports Primal_Layout 1 25/08/2011 12:05 Page 2 LISTEN WITHOUT POLYURETHANE WITHOUT PREJUDICE, NOTICE OF IMPENDING ACTION FROM THE PRIMAL LEGAL DEPT. PROCEEDINGS WILL SHORTLY COMMENCE TO ADDRESS SPORTS RETAILERS FAILING TO STOCK IN ACCORDANCE WITH THE LAW. 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Up to 10,000 Low Short Free Colour Minimum Lead Design Combinations Order Time Service A BRAND YOU CAN TRUST T: 01507 523243 [email protected] www.gforcesportswear.co.uk Team Colours ad_Layout 1 26/08/2011 09:18 Page 1 Contents_Layout 1 26/08/2011 12:34 Page 2 IN THIS ISSUE CONTENTS 09.11 E-CATALOGUES & BROCHURES To view the latest trade e-catalogues ABC Certification SportsInsight and brochures, working with visit www.sports- Sports Insight has a current ABC insight.co.uk. certified circulation of 5,496 (audit period July 1, 2010 - June 30, 2011). The Audit Bureau ONLINE COMPETITIONS of Circulations (ABC) is an independent audit For more details on the latest Sports Insight watchdog that verifies magazines’ circulation online competition visit www.sports- figures, providing accurate and comparable data insight.co.uk and click on the competition tab for advertisers. for your chance to win. ABC Certification demonstrates a media owner’s integrity, in their willingness to be audited and to conform to industry standards. WEEKLY E-NEWSLETTER Are you missing out on the latest industry news? Then subscribe to the FREE Sports Insight newsletter. Simply go to www.sports- insight.co.uk and COVER STORIES click on the TALKING SHOP newsletter tab. 08 CHILD’S PLAY 26 Victoria Walton, CEO of SportPursuit.co.uk Sales growth for under-11’s WWW.SPORTS-INSIGHT.CO.UK footwear and apparel 56 E-TAILING 28 BARRY HEARN Can retailers benefit from developing their own app? Creating a brave new world for traditional sports 66 UNDER THE COUNTER 30 MARKETING A sideways look at the world of 11 low-cost strategies to raise independent retailing your business’ profile IN SEASON REGULARS 36 SPORTS SUPPORTS NEWS 39 DARTS 10 RACQUET SPORTS Latest headlines, key dates and events 43 44 FOOTBALL RUGBY 14 KIT STOP 50 Essential stock for your shop 21 FOCUS ON FEATURES SIDAS 32 MY SPORTING LIFE Amanda Beard, the face of 22 MOVERS & SHAKERS swim brand Aqua Sphere Andrew Mulvenna, co-founder of Brightpearl 63 ONLINE MARGIN SQUEEZE 24 FSPA FOCUS There are dangers of this trend that go beyond The latest news from the Federation of reduced profitability for ecommerce retailers, says Sports and Play Associations Maz Darvish of Sweatband.com Editor: Jeff James. Tel: 01273 748675 Group Editor: Ted Rowe All contents © Maze Media (2000) Limited. The views expressed in Email: [email protected] Publisher: Matthew Tudor this magazine are not necessarily those of the publisher. Every effort is made to ensure the veracity and integrity of the companies, Assistant Editors: Catherine Eade and Louise Ramsay Art Director: Jim Philp persons, products and services mentioned in this publication and Advertising Manager: Keith Marshall Tel: 01206 508601 details given are believed to be accurate at the time of going to Tel: 01206 505947 Email: [email protected] press. However, no responsibility or liability whatsoever can be accepted for any consequence or repercussion of responding to any Email: [email protected] Designer: Chris Ashworth information or advice given or inferred. No part of this publication Fax: 01206 500243. Advertisement Art Director: Clare Brasier may be copied, broadcast, interpreted, or stored, in any form, for Advertising Sales Reproduction: Ace Pre-Press. Tel: 01206 797541 any purpose, without the written permission of the publisher. 21-23 Phoenix Court, Hawkins Rd, Accounts: Philip Bale. Tel: 01206 505907 ABC certified circulation: 5,496 Colchester, Essex CO2 8JY Published by Maze Media (2000) Ltd, 21-23 Phoenix (audit period July 1, 2010 to June 30, 2011) Group Advertising Manager: Sam Reubin Court, Hawkins Rd, Colchester, Essex CO2 8JY UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues) 06 www.sports-insight.co.uk SportsInsight_advert_A4_4threv.pdf 1 23/08/2011 14:45 Grow your business with one secure online system. Ecommerce + Inventory + Sales orders + EPOS + Accounts Brightpearl has made selling online effortlessly easy for me Dicks Climbing, Bristol Brightpearl is offering free software for 12 months worth over £6,000 to one business.** Apply online at www.brightpearl.com/sports 30 FREE ** Winner will be selected at random in September. day trial! NPD_SI Template 26/08/2011 14:17 Page 1 UPWARD TREND Sales of footwear and apparel in the children 11 and under sector are increasing as parents shun cheaper products in search of value for money, says the NPD Group We all know how the current economic woes are during the 12 months to March 2011 compared to the same affecting the adult world, but what sort of deal are period in 2009-2010. children getting at the moment? Are parents holding off purchasing non-essential shoes and clothing or is the RECOVERY market beginning to grow? With volume sales increasing, the children 11 and In the adult sector popular brands have been the under sector is enjoying a recovery - the growth has seen beneficiaries as consumers are currently more likely to almost one million additional pairs of shoes or items of purchase products they know are of good quality. While clothing leave the shelves. The VAT increase has meant adults’ principle reasons for purchase are comfort and fit, prices have risen, but it’s not a significant growth driver in they want value for money when buying for their children. this particular market. The response “it was cheap” has been a common reason Sales of footwear have risen eight per cent in this period, for purchase over the last 18 months, but NPD’s Consumer with well over £300 million worth of goods sold and Panel has noticed a change. In the children 11 Nike and adidas leading the charge. The good news for and under sector this response was those worried that children spend too long in front of less likely to be given the television is that these shoes are being used largely for sports and not just leisure purposes. Leisure usage has increased by three per cent and leads the way in the footwear usage category, but football, fitness, running and general sports are all in good health. GROWING SECTORS Purchases of football footwear have risen 14 per cent in the 12 months to March 2011 - a trend that values this market at almost £90 million. Fitness and gym are the growing sectors for girls, with many caught up in the dancing craze that has exploded in the UK thanks to films such as High School Musical and TV talent shows. And not only are the dance classes full, running is also booming. It has been mentioned before by NPD that females are more likely than males to train alone. This trend looks set to continue in the younger age groups - there’s been a 46 per cent rise in sales in the girls’ running market, which is currently valued at £6 million and represents a larger market than the boys. An interesting fact is that when parents buy 08 www.sports-insight.co.uk NPD_SI Template 26/08/2011 14:17 Page 2 CHILDREN for their sons staff competence is a major factor in why they chose a particular retailer to purchase from. This factor is rarely considered when parents buy for their daughters, so perhaps there needs to be more effort in promoting sports shoes to girls. The promotions and bright lights lead to the football products, but is there enough emphasis on girls’ running or fitness products? It would be unfair to suggest retailers aren’t focusing enough attention on the girls sector, but the easy sale of a new football boot could overshadow a lengthy discussion on girls’ running or dance shoes. So as the children’s market enjoys an upwards trend, it would be a good strategy to concentrate on both genders. Certainly boys will keep coming back for the next generation of football boot, but girl’s shoes might just generate more sales than expected. The NPD Group monitors the sales of sports footwear and apparel in many countries around the world. For more information contact The NPD Group sports team on 01932 355580. SALES OF FOOTWEAR HAVE RISEN EIGHT PER CENT, “WITH WELL OVER £300 MILLION WORTH OF GOODS SOLD” www.sports-insight.co.uk 09 News_News 1QX (lewis) 26/08/2011 14:14 Page 3 ALL THE VERY LATEST IN THE SPORTS INDUSTRY..