Spanish League Top Euro Merchandise
The clubs from Spain’s Primera Division generated revenue of approximately EUR 190 million last season, pushing them top of the merchandise rankings for the first time, with England second.
The clubs of the top five European leagues – Spain, England, Germany, Italy and France – generated merchandise and licensing revenue of EUR 631 million, according to the ‘European Football Merchandise Report 2010’.
For the report, by SPORT+MARKT and PR Marketing, a total of 182 top-flight clubs and over 10,000 people from ten countries were interviewed.
80% of Spain’s income was generated by Real Madrid and FC Barcelona, while the
EUR 168 million generated by English clubs was distributed much more evenly.
The top selling item for football fans remains the team jersey, with 13.7 million replica shirts sold in the 2009/10 season – Adidas and Nike enjoying a combined market share of approximately 83% of the market.
Andreas Ullmann, senior consultant for SPORT+MARKT said: ‘Jersey sales represent the core business of many clubs and are often responsible for around 50% of merchandising revenue. Cultural differences do exist regarding preferences for certain products. Russian or Ukrainian fans, for example, tend to buy more warm scarves, whilst English fans like to buy mugs bearing the logo of their favourite club’.
