|Title:||United States and Canada licensed sports merchandise retail sales by league/organization in market share percentages for 2011|
|Source:||TLL The Licensing Letter|
Start of full article - but without data
SHARE OF RETAIL SALES OF LICENSED MERCHANDISE BASED ON
SPORTS PROPERTIES, BY LEAGUE/ORGANIZATION, U.S. AND CANADA, 2011
Other (XX.X%) Major League Soccer (X.X%) PGA Tour (X.X%) National Hockey League (X.X%) NASCAR (teams & drivers) (X.X%) Major League Baseball (XX.X%) National Basketball Association (XX.X%) National Football League (XX.X%)
Note: Table made from pie chart.
NOTE: Does not include collegiate licensing.
SOURCE: THE LICENSING LETTER
After a decline of X.X% in 2010, retail sales of licensed merchandise based on sports leagues and events were up X.X% in the U.S. and Canada in 2011, according to THE LICENSING LETTER'S Annual Licensing Business Survey. Retail sales in 2011 were $XX.XX billion, versus $XX.XX billion the previous year.
Major League Baseball and the National Football League, the two market leaders with close to a XX% share each, propelled the increase for the sports sector as a whole by experiencing growth rates in 2011 of X.X% and X.X%, respectively.
Major League Soccer, a relatively new league working off a smaller base, saw a significant rise in retail sales in 2011--up XX% to $XXX million. Some of the reasons included an expanding and ever more avid fan base as the league becomes increasingly established; a new stadium in Kansas City; new franchises in Portland and Vancouver; and a championship team, the L.A. Galaxy, from a populated and soccer-savvy city.
The National Basketball Association managed an increase of X.X% in the U.S. and Canada, despite a lockout that cut its season short, the lockout only ending December X. (TLL tracks sales by calendar year; the leagues' fiscal years vary depending on when their seasons occur.)
NASCAR continues to struggle after refocusing its business in recent years, seeing retail sales remain flat in 2011.
Almost every product category showed growth in 2011 compared to 2010, with apparel, accessories, and footwear combined representing XX% of sports-based licensed merchandise sales.
The three fastest growing product categories, all with increases of more than X%, were:
* Gifts and novelties, up X.X%, strengthened in part by a greater interest in collectibles.
* Apparel, up X.X%, driven by an increased focus on fashion for women. Apparel is by far the dominant category in sports licensing, with a share of XX.X%. And the efforts across all the major leagues to develop products that appeal to women are at long last bearing fruit. (This in large part because designs are form-fitting and sized--as opposed to assuming women would be happy with men's XL jerseys.)
* Consumer electronics, up X.X%, pushed forward by a desire for all kinds of personal electronics that are customized to consumers' interests (e.g. their favorite teams).
Stationery/paper grew just X.X%, due to consumers' increasing propensity to prefer digital over writter, communication; the category plays a small role in sports licensing, commanding a market share of less than X%.
Video games were flat year-on-year, due to weakness in that industry in general. However, sports titles outperformed licensed video game titles in general, which were down X.X%, and entertainment-licensed games in particular, which were down X.X% last year.
While this data focuses on the U.S./Canada, international markets are where many of the leagues and other sports entities have been expanding in recent years. The NBA and MLB are making particularly strong efforts internationally.
This survey does not include services or licensed retail stores. Some sports licensors, such as the PGA Tour, see significant business in these sectors.
Distribution changes over the year followed the same trends as the licensing business as a whole. E-commerce's share increased from X% to X.X% and discounters' share rose a half point from XX% to XX.X%, while specialty stores, department stores, and mail order all saw their shares fall by about one percentage point each, or less. Still, specialty stores are a strong second place, with a XX.X% share of sports-based licensed merchandise sales. All other segments are at XX% or under.
Note: Retail sales of collegiate merchandise, which increased X.X% in 2011 to $X.XX billion, according to TLL estimates, are not included in this sports licensing analysis. Separate breakouts for collegiate will appear in an upcoming issue.
RETAIL SALES OF LICENSED MERCHANDISE BASED ON
SPORTS PROPERTIES, U.S. AND CANADA, 2010-2011
(Dollars in billions)
2011 2010 XX CHANGE CATEGORY RETAIL SALES RETAIL SALES 2010-2011
Accessories $X.XX $X.XX X.X% Apparel $X.XX $X.XX -X.X% Consumer Electronics $X.XX $X.XX X.X% Domestics $X.XX $X.XX X.X% Food/Beverages $X.XX $X.XX X.X% Footwear $X.XX $X.XX X.X% Furniture/Home $X.XX $X.XX X.X% Furnishings Gifts/Novelties $X.XX $X.XX X.X% HBA $X.XX $X.XX X.X% Housewares $X.XX $X.XX -X.X% Infant Products $X.XX $X.XX X.X% Publishing $X.XX $X.XX X.X% Sporting Goods $X.XX $X.XX X.X% Stationery/Paper $X.XX $X.XX X.X% Toys/Games- $X.XX $X.XX X.X% Video Games/Software $X.XX $X.XX X.X% Other $X.XX $X.XX NA TOTAL $XX.XX $XX.XX X.X%
2011 SHARE CATEGORY OF MARKET
Accessories X.X% Apparel X.X% Consumer Electronics X.X% Domestics X.X% Food/Beverages X.X% Footwear X.X% Furniture/Home X.X% Furnishings Gifts/Novelties X.X% HBA X.X% Housewares X.X% Infant Products X.X% Publishing X.X% Sporting Goods X.X% Stationery/Paper X.X% Toys/Games- X.X% Video Games/Software XX.X% Other X.X% TOTAL XXX.X%