Weekly sales of women’s football gear have tripled since the start of the Women’s European Championship which ended with a historic win for England on Sunday, according to retailer Fanatics Inc, which sold official merchandise for the tournament . The surge in sales demonstrates the growing attractiveness of the women’s sportswear market as social barriers are broken down and participation levels increase. The England senior team’s previous success was the men’s team winning the World Cup in 1966, at a time when women’s football was banned in the country.
An extra-time goal from England’s Chloe Kelly secured a 2-1 victory over Germany at Wembley Stadium in London on Sunday in front of nearly 90,000 fans, a record attendance for any UEFA tournament. including men’s matches. The final also recorded a peak television audience of 17.4 million on the BBC, the highest viewership in the UK for a women’s game. In the four hours after England won, online sales of women’s merchandise – from shirts to scarves and mugs – soared around 640%, Fanatics told Reuters. The company, which is the world’s largest licensed sporting goods retailer, operates England’s official online store and works with brands including Nike and Adidas.
“More women’s merchandise was sold in just four hours after the final whistle than in the seven days before the final,” Jack Boyle, global co-head of direct-to-consumer sales at Fanatics, told Reuters. Sports brands and retailers from Nike and Adidas to the American chain Dick’s Sporting Goods have been actively making more room in their inventories and aisles for women’s gear and merchandise.
Adidas’ head of global brands, Brian Grevy, counts “women’s business sales growth” among his personal bonus criteria, according to the company’s 2021 annual report. The company is trying to grow currency-neutral net sales for its women’s business at a percentage rate of teenage girls each year on average between 2021 and 2025. “Over the past two or three years, we’ve seen more investments from Nike and Adidas, especially in women’s football. As they invest their money in sports, it benefits them,” said analyst Jessica Ramirez. at brokerage J Hali and Associates.
The women’s activewear market alone in 2018 was valued at $26.8 billion, according to data from Euromonitor International, compared to $80.1 billion for the overall activewear market. Euromonitor did not have more recent figures. “It could be worth four or five times what it’s worth today, but I hate putting a cap because I think it’s unlimited,” Boyle said. Last year, global sales of Fanatics women’s sporting goods increased by 28%. “I think we’re in the right place to capitalize on the momentum,” he added.
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