NPD Group highlights World Cup’s sales “snowball - sportstextiles: Lea SportsTextiles

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NPD Group highlights World Cup’s sales “snowball effect”

07/06/2018
Specialist research group NPD Group has said sales of sports equipment in the five biggest European markets will receive a boost of €560 million from the 2018 FIFA World Cup, which begins in Russia on June 15.

Football shirts is likely to be the category that benefits the most. NPD found that in 2014, when the tournament last took place, sales of football shirts in France, Germany, Spain, Italy and the UK increased by 9% compared to the previous year.

The other product fans seem keenest to buy is a replica of the tournament ball, and footballs in general. NPD Group has said it anticipates that sales of footballs in France in June 2018 will be 50% higher than in the same month in 2017.

There should be benefits across the board. NPD’s director for sport in France, David Richard, said in recent comments: “A competition as important as this always has a snowball effect on sales for sports brands in general.”


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