New York, NY

Thursday, February 02, 2012

Retail sales of licensed NFL merchandise are estimated to have reached about $3 billion in 2011 -- the highest level since 2008, according to The Licensing Letter, a trade publication that tracks sales of licensed goods worldwide. Retail sales of licensed NFL goods in calendar year 2010 (the most recent available) were $2.855 billion, up 4% over 2009.

"With some 150 licensees manufacturing thousands of items, apparel and headwear account for about half of all NFL-licensed merchandise sales," said Ira Mayer, Publisher of The Licensing Letter. "Video games account for about a quarter of sales, and trading cards, the third largest category, for less than 5%."

In recent years, the NFL has made a concerted effort to appeal to women by creating form-fitting jerseys, t-shirts, bathing suits, and other items through the licensed Pink NFL Collection at Victoria's Secret and Touch By Alyssa Milano line.

Operation Fake Sweep saw local and federal officials confiscate $4.8 million in counterfeit NFL goods in and around Indianapolis this week and resulted in the shut down of hundreds of websites selling fake NFL items. "The haul amounts to less than two-tenths of 1% of the market for legitimate merchandise, but has even greater value in terms of publicity and for fans genuinely interested in supporting their favorite players, teams, and sport," Mayer added.

Ira Mayer

Publisher

The Licensing Letter

New York, NY

212-941-0099