A recent study by Grand View Research valued the global licensed sports merchandise market at more than $33 billion, with North America representing the largest market. Historically, the NWSL contributed negligibly nothing to that figure, but in the past two years the league has significantly overhauled its overall branding — a league rebrand is expected next year — and licensed merchandise. Women’s sports at large represent a significant growth opportunity in the market given their historical neglect by retailers.
Accessibility matters, too. Fans might just be able to find their favorite NWSL jerseys now, too, unlike in the past when few were produced.
“This is the largest number of jerseys going into market than ever before and more available, accessible in more retail locations than ever before,” Eaton said.
Third-party retailers like Soccer.com and Dick’s Sporting Goods will sell Nike’s entire NWSL kit collection. Previously, only select NWSL teams could be found at national retailers, mostly online. Dick’s Sporting Goods, which is the largest sporting goods retailer in the United States with more than 800 physical locations, will largely carry kits for the local in-market team at physical locations, Eaton said.
That will include more player products, too, meaning fans in San Diego should be able to walk into the store and buy a Wave jersey off the rack with forward Alex Morgan‘s name and No. 13 already printed on it. Or fans in New York and New Jersey could purchase a jersey of reigning champion NJ/NY Gotham FC with Crystal Dunn‘s No. 19 on it — another first for the league. Like the NBA, a large segment of NWSL fans follow players first and teams second.
Crucially, the presence of these kits in brick-and-mortar locations, and on major retailers’ websites, allows NWSL teams and players to be discovered by new or casual fans, which are the audiences the league must acquire if it is to sustain its growth. Fashion-forward kits are the perfect vehicle. Haddon knows from her five years as an executive at the NFL that avid fans and casual fans are two different segments of equal importance.
