The demand for women’s soccer equipment has increased after England’s historic win

FOOTBALL – UEFA 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 teammates after winning the Women’s Euro 2022 Championship.

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

The sudden rise in sales demonstrates the growing attractiveness of the women’s sportswear market, as social barriers are being broken down and participation levels increased. An earlier success for England’s first team 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 netted a 2-1 victory over Germany at Wembley Stadium in London on Sunday in front of nearly 90,000 fans, a record for any UEFA competition, including men’s matches. The final also had a peak television audience of 17.4 million people on the BBC, the UK’s highest viewership for a women’s match. Read more

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Fanatics told Reuters that in the four hours after England won the match, online sales of women’s merchandise – from T-shirts to scarves and mugs – rose by about 640%. The company, which is the world’s largest retailer of licensed sporting goods, operates the official England online store and works with brands such as 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 for Fanatics, told Reuters.

Sports brands and retailers from Nike and Adidas to Dick’s Sporting Goods (DKS.N) chain are actively working to make more space in their inventory and aisle for women’s gear and merchandise.

Brian Griffey, Adidas Global Head of Brands, counts “women’s business sales growth” among his personal reward criteria, according to the company’s 2021 annual report. The company attempts to grow currency-neutral net sales for its women’s businesses at a percentage rate of mid-teens each year on average. Between 2021-2025.

said Jessica Ramirez, a brokerage analyst at J Hali and Associates.

The women’s sportswear market alone in 2018 was worth $26.8 billion, according to data from Euromonitor International, compared to $80.1 billion for the total sportswear market. Euromonitor did not have more recent figures.

“It could be four or five times what it is today, but I’d hate to put a cap on it because I think it’s infinite,” Boyle said. Last year, global sales of women’s sports fanatics merchandise rose 28%. “I think we are in the right place to take advantage of the momentum,” he added.

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(Reporting by Richa Naidoo). Editing by Matt Skovham, Ross Russell and Emilia Sithole Mataris

Our Standards: Thomson Reuters Trust Principles.

Richa Naidoo

Thomson Reuters

A Chicago-based reporter covering retail and consumer goods, analyzes trends including coverage of supply chains, advertising strategies, corporate governance, sustainability, policy and regulation, has previously written about major financial institutions and has covered the Tokyo 2020 Olympic Games.

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