A Team is not just the playing members on the field, but many who stands for the playing members. Cheering them, motivating them, guiding them and supporting them no matter what the outcome. Sportsmanship is not just about sport but the spirit with which each one performs. A team has its representation through its Name, Logos, Anthem, Color, Flags, Jersey and more.

It is the emotion & the pride which allows fans to connect with the team. The connect could be instilled through a feeling which could be basis region, territory, language or created purely through group rivalry for supremacy. Merchandise invokes togetherness and ensuring that the representation of the group / team is through the merchandise they adorn. Owning a piece of team which is the resemblance of the association with the team.

Sport unites and helps build community of likemindedness. Individuals connect with the group where they see the team as a reflection on the thoughts, ideas, principle, regions & orientations. It’s human to desire being part of the community and being loved by what you love. Fans usually go out of their way splurging any amount of monies to claim a part of what they consider as their very own.

More often it is the sense of belongingness but then there are some fads associated to the liking, i.e. fear of missing out. This fear induces individuals to choose their side. The opting out of the side through showcase of their possessions. This desire of possession has garnered a huge market of the sports Merchandise.

What just started as a symbol of inclusion has given birth to a completely new world of business growing rapidly as more and more fans join in.

Sports merchandise globally is estimated to reach a staggering business of USD 50 Bn by the year 2027 at a CAGR of 5% – 6% from USD 35 Bn in 2020. The large share of expected contribution is touted to come from the women’s category. Teams have been the largest contributor towards the merchandise sale however there are exceptions like Beckham where the Manchester United’s association with Adidas was worth millions.  The German kit supplier estimated that a whopping 10 million replica Beckham shirts were sold during Beckham’s 20-year playing career.

With the fans the furore and the ever growing community brands are quick to latch upon their association and partnership with the teams. The ever growing viewership has made a few leagues the most prominent advertising channels. The most watched league’s gets the most amount of attention from the brands and the sellers. The order of affiliation is directly proportional, the more popular the team, the larger the fan base, larger the fan base, larger is the cost of affiliation.

The merchandise i.e. the Official Match Jersey’s which the players wear for their games are the walking billboards with the biggest of brands slapping their logos. The bigger the logo the larger the attention. The larger the attention, greater is the visibility on and off-screen.

This phenomenon has lead to brands signing a long term contract for a continuous showcase. Which makes the job of the official merchandise company important i.e. a continuous improvement on the product development and new design, enabling sales and fans to lay their hands on the newer merchandise to support their favourite teams. Amongst the pioneers on this module have been the soccer giant from England Manchester United.

Amongst the most popular teams across the globe and known for their performances and the passionate fans they have forayed the Merchandising business with a complete new definition. A Retail store, a pub & bar, a hotel and what not. This has given the fans umpteen opportunity to get a complete lifestyle offering.

The business of sport’s merchandise is directly proportional to the performance and popularity of the team, coupled up with the engagement and connect with the fans. The stronger the connect with the fans the higher the bonding. The relationship between the teams and fans are a strength of partnership which grows emotionally with each passing game.

Team is about Partnership; Team is about Togetherness; Team is about companionship; Team is about performance. Team is not just about the game but for the many who stand for the partnership, togetherness, companionship driving the members to outperform.