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The global sports licensing market was valued at $39 billion in 2024, are you missing out?
Whether you're exploring your first apparel deal or considering global category expansion, this guide will help you take the first step with confidence.
“It was clear that we had a unique opportunity to expand and enhance our brand reach through licensing. There is significant interest from fans around the world, it’s a priority for us to engage with them meaningfully, and licensing helps us do that.”
- Newcastle United Football Club
The global sports licensing market was valued at approximately $39 billion in 2024, growing at an impressive 6% year-over-year and projected to reach between $44-52 billion by the early 2030s.
This robust expansion extends well beyond traditional U.S. professional leagues, with significant momentum now coming from international soccer clubs, Formula 1, UFC, and the rapidly emerging women's sports sector.
As consumer appetite for authentic sports merchandise continues to surge across global markets, the question becomes not whether to enter licensing, but how to strategically capitalize on this growing opportunity. Discover below how sports licensing can benefit your brand.
Unlock powerful revenue channels without the burden of manufacturing costs or retail infrastructure. Through licensing, your sports brand earns royalties from every product sold while your partners handle production and distribution—creating a scalable business model that grows alongside your fanbase.
Turn occasional viewers into dedicated brand ambassadors through products that bring your sports brand into fans' daily lives. From statement apparel pieces to collectibles and lifestyle accessories, licensed merchandise creates meaningful touchpoints that keep your brand relevant beyond game day.
Break into international markets without the complexity of establishing overseas operations. Strategic licensing partnerships open doors to global retail networks and e-commerce platforms, allowing your brand to reach passionate fans worldwide with locally relevant products and experiences.
Harness the unique emotional connection fans have with sports brands—a powerful asset that few other industries possess. Licensing converts this deep loyalty into sustainable commercial relationships, creating opportunities for premium positioning and recurring consumer engagement that extends far beyond the field of play.
To discover how you can grow your sports brand and secure new licensing deals, fill out the form below to get your free copy now.