Football Trade Directory

FTD Blog: How Market Research can help gain a better understanding of the football marketplace

We know that for a lot of companies looking to make an impact in the football market one of the biggest hurdles is knowing which clubs to target- and when.

The commercial growth of football shows no sign of stopping as brands continue to find new and innovative ways to enter the market and engage clubs.

However there are certain areas of the game that remain constant and will always be needed, not least teamwear and ticketing.

Both these sectors have seen plenty of innovation over the years and the expectations clubs have for any potential supplier has never been higher.

We've worked with dozens of providers across both teamwear and ticketing and as such have a keen understanding of how both markets work.

Which is why a few years ago we undertook a project, initially for ticketing, to confirm all the suppliers to top 200 clubs in England and Scotland. 

This research has not only enabled us to build a comprehensive picture of the marketplace, we are able to track trends and changes season by season as clubs and suppliers move around.

The changes we've seen across both sectors in just a few years is fascinating, including:
  • The consolidation of market share from Ticketmaster as they continue to add clubs to their port folio.
  • The emphasis on long-term deals with the biggest clubs by Nike and Adidas, forgoing many of their third party supplier deals, and how this has allowed others to fill the space.
  • The difference in market share for suppliers between PL/EFL clubs compared to National League and below.

We'll be sharing some more of our insights into both these sectors as we look ahead to the 2025/26 season. 

However if your brand works in either of these sectors and you'd like a tailor made report to help identify potential business then please do get in touch and we can discuss what our market research can offer you. 

Email ollie@sportsglobal.co.uk or give us a call on 01772 875184 to discuss.

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