Women’s football gear in demand after England’s historic win

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Soccer Football – Women’s Euro 2022 – Final – England v Germany – Wembley Stadium, London, Britain – July 31, 2022 England’s Leah Williamson and Millie Bright lift the trophy as they celebrate with their team mates after winning the Women’s Euro 2022 REUTERS/Peter Cziborra

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LONDON, Aug 5 (Reuters) – Weekly sales of women’s football gear have tripled since the start of the Women’s European Championship which ended with a historic victory in England on Sunday, according to retailer Fanatics Inc, which reported sold official tournament merchandise.

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. Read more

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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 (NKE.N) 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 US chain Dick’s Sporting Goods (DKS.N) 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 “sales growth of the women’s business” 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 teen percentage rate each year on average between 2021 and 2025.

“Over the past two or three years we’ve seen more investment from Nike and Adidas, especially in women’s football. As they invest their money in sport, it benefits them,” Jessica said. Ramirez, analyst. 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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Reporting by Richa Naidu. Editing by Matt Scuffham, Ros Russell and Emelia Sithole-Matarise

Our standards: The Thomson Reuters Trust Principles.

Richa Naidu

Thomson Reuters

Chicago-based journalist covering retail and consumer goods, analyzing trends including supply chain coverage, advertising strategies, corporate governance, sustainability, policy and regulation, previously wrote about major financial institutions and covered the Tokyo 2020 Olympics.

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