• Abstract and Figures
• Public Full-text

FOOTBALL FOCUS The beautiful game Football sales are currently buoyant, but they could take a hit if England fail to reach Euro 2008 Despite the high streets last June Value AT A GLANCE being quieter than normal as England At the end of 2006 the GB football fans squeezed themselves into every footwear market was valued at £174 ■ Sales of football footwear in the bar with a TV, sales of football million, up more than £30 million on second quarter of 2006 grew 31 footwear did remarkably well. 2005. Compared to the last per cent, compared to the same The number of pairs purchased in competition year - 2004 - football period in 2005 the second quarter of 2006 grew 31 per footwear sales in value were at the ■ At the end of 2006, the GB football cent, compared to the same period in same level in 2006 (fig.1). 2005, and were sold at a higher average Growth in the football footwear footwear market was valued at price as manufacturers placed emphasis market wasn’t just restricted to the £174 million, up more than £30 on premium models like Adidas’ Tunit, likes of JJB and Sports World, as million on 2005 which was released in the national increased confidence in the internet ■ Increased confidence in the internet colours of all teams participating in the helped online retailers like Pro- helped online retailers like Pro-Direct World Cup. BELOW: Direct Soccer, a relative newcomer, to strong performance Adidas’ Tunit was to strong performance with its high- released in the national ■ Only 72 per cent of football footwear end offering. colours of all teams is used to play football in participating in the Puma aimed to enhance its ■ World Cup status in football with the Nike and Adidas account for launch of the Speed v1.06, over two thirds of all football timed to coincide with the footwear sold earlier African Cup of Nations, ■ Six million replica England football enabling the company to take a shirts were sold across Great Britain stronger football presence into in 2006, up four per cent on 2004 the World Cup Finals. Puma still 24 SPORTS INSIGHT recent launch of its 10R Ronaldinho sector, increasing its share of the ABOVE: signature edition are prime examples football replica shirt market with the Puma aimed to of brands attempting to echo players’ enhance its football company’s newly acquired Liverpool status with the launch passion and flair. and Chelsea kits boosting its portfolio. of the Speed v1.06 Liverpool overcame Chelsea in the Apparel Champions League semi-final and now In terms of football apparel, sales of face AC Milan, another Adidas- replica football shirts are very much sponsored team, in a repeat of the 2005 dependent on the performance of the final. This provides strong marketing team. As England qualified for the opportunities for Adidas, whose three 2006 World Cup Finals, sales of stripes will be emblazoned across the England shirts went through the roof, shirts of both teams, as well as the ball. with nearly two thirds of all shirts sold However, as far as retailers are in 2006 passing through the tills in concerned, the England qualifying April, May and June - in time for the games are the ones to watch as failure start of the tournament. here will have a massive impact on 2006 saw around six million their next year’s sales. replica England football shirts sold Data was sourced from The NPD across Great Britain, which was up Group’s POS and Consumer Panel four per cent on 2004 when England services. For further information were playing in the Euro contact The NPD Group sports team Championships, indicating growing on 01932 355580. si visible support for the national team. In non-competitive years, league has some way to go before it teams rather than international teams challenges the major football brands in drive the sales of replica kit. Adidas Great Britain, however, as Nike and gained a stronger presence in this Adidas increase their dominance and now account for over two thirds of all pairs sold. Off-pitch category A key observation is that not all football footwear is actually used to play in. In fact, only 72 per cent of purchases are used to play the sport. This new ‘off-pitch’ category has been developed by the major brands to emphasise their core values through promotion of their sponsored players. The aim is to target the younger football consumers, who base their purchase decisions more on aspiration than actual products, and then tie them into the brand. Nike’s ‘joga bonito’ campaign, celebrating the art of beautiful football, and the more www.sports-insight.co.uk 25 Sports Insight Buyers’ Guide 2007/8 Book online at www.sports-insight.co.uk.

Load more

  2

Copy Link