Middle East and Africa Licensed Football Merchandise Market is growing with a CAGR of 5.3% in the forecast period of 2021 to 2028
The Middle East and Africa (MEA) licensed football merchandise market is undergoing a period of dynamic growth, fueled by a combination of increasing fan engagement, expanding digital platforms, and the growing popularity of football across the region. Football, as the most popular sport in both the Middle East and Africa, commands a passionate following that transcends borders, cultures, and languages. This deep-rooted enthusiasm is now being translated into commercial opportunities through the sale of officially licensed merchandise, which includes apparel, accessories, footwear, souvenirs, and collectibles bearing the logos and branding of football clubs, national teams, and leagues.
As regional economies diversify and disposable income rises, particularly in urban centers, consumers are increasingly inclined to spend on sports-related products, particularly those connected to global football clubs and events. This shift is encouraging domestic and international brands to expand their footprint and capitalize on the growing market for licensed football merchandise.
Market Overview
The licensed football merchandise market in the Middle East and Africa was valued at approximately USD 1.2 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of around 6.5% over the next decade. This growth is supported by expanding retail infrastructure, the rise of e-commerce, increasing youth population, and the region's growing involvement in global football events.
In countries such as the United Arab Emirates, Saudi Arabia, Egypt, Nigeria, and South Africa, there is a strong consumer appetite for international football brands. Moreover, the rising prominence of regional football clubs and leagues is gradually creating demand for local team merchandise, which complements the influx of global club-branded products.
Key Market Drivers
1. Growing Popularity of Football
Football has long been the dominant sport in the Middle East and Africa. From urban centers to rural communities, football serves as a powerful cultural unifier. This passion translates into consumer behavior that favors brand loyalty and club affiliation. Popular European clubs such as Real Madrid, FC Barcelona, Manchester United, Chelsea, and Liverpool have massive fan bases across the region. The demand for jerseys, scarves, and other memorabilia linked to these teams continues to grow year over year.
Additionally, national teams from countries such as Egypt, Morocco, Senegal, Nigeria, and South Africa enjoy strong regional support, especially during major tournaments like the Africa Cup of Nations (AFCON) and the FIFA World Cup. The success of national teams typically results in a surge in merchandise sales.
2. Hosting of Global Football Events
The Middle East’s growing influence in global football is evident in its hosting of major events. The FIFA World Cup held in Qatar in 2022 marked a significant milestone, drawing global attention to the region and significantly boosting interest in football merchandise. Saudi Arabia’s increasing investment in global sports and its ambition to host major events further reinforce the region’s standing in the global football landscape.
These events not only stimulate short-term merchandise sales but also create long-term brand affinity and football engagement, contributing to a sustained rise in licensed merchandise consumption.
3. E-Commerce and Digital Retail Channels
The rise of digital commerce in the Middle East and Africa has had a transformative impact on the licensed football merchandise market. Online platforms provide fans with direct access to a wide range of products from local and international brands. This has helped bridge the availability gap that traditionally existed in physical retail channels.
E-commerce giants, regional sports retailers, and official club websites are increasingly focusing on the MEA region through localized portals, faster delivery services, and exclusive regional collections. Social media also plays a significant role in marketing merchandise, with influencers and fan communities driving online engagement and sales.
4. Youth Demographics and Urbanization
With a large youth population and a steadily urbanizing demographic profile, the MEA region presents a fertile ground for lifestyle and sports-related consumer products. The youth are not only more connected digitally but also more exposed to global sporting trends. Football jerseys, caps, and sneakers are increasingly viewed not just as fan gear, but as fashionable lifestyle statements.
In urban centers like Riyadh, Dubai, Lagos, Cairo, and Johannesburg, football-themed fashion is becoming part of streetwear culture. This convergence of sport and style is expanding the market beyond traditional fans to include fashion-conscious consumers.
Market Segmentation
By Product Type
Apparel: Jerseys, tracksuits, T-shirts, and hoodies represent the largest segment, driven by fan loyalty and the popularity of replica kits. Both home and away kits, along with training wear, are in high demand.
Footwear: Although a smaller segment compared to apparel, branded football boots and casual sneakers with club branding are gaining popularity, especially among young consumers.
Accessories: Items such as scarves, caps, wristbands, bags, and water bottles are widely sold and are often used for promotional campaigns.
Toys and Collectibles: Figurines, trading cards, and autographed memorabilia are niche segments but show steady growth, particularly among younger fans and collectors.
By Distribution Channel
Offline Retail: Physical stores, including sports outlets, official club stores, and shopping malls, continue to play a major role, particularly in urban areas.
Online Retail: E-commerce platforms are rapidly gaining market share due to convenience, wider product selection, and exclusive online promotions. Mobile shopping apps are particularly popular among young consumers.
By End-User
Adults: Primarily aged 18–40, adults form the core market segment for high-value purchases such as jerseys and premium merchandise.
Youth and Children: Parents often purchase football gear for their children, while youth are targeted through school partnerships and youth-oriented marketing campaigns.
Regional Insights
Middle East
The Middle East has become a central hub for international football events and investments. Countries like Saudi Arabia, the UAE, and Qatar are leading the market with high levels of consumer spending, advanced retail infrastructure, and strong digital connectivity.
In Saudi Arabia, the recent recruitment of international football stars by local clubs has dramatically increased interest in domestic football, leading to rising sales of local team merchandise. The UAE, with its expat population and strong retail presence, is a hotspot for European club merchandise.
Qatar’s hosting of the FIFA World Cup significantly boosted local sales of football apparel and accessories and has left a lasting imprint on football culture in the country.
Africa
Africa presents both opportunities and challenges. While economic disparities and retail infrastructure issues persist in some regions, the passion for football is unparalleled. Nigeria, Egypt, South Africa, Ghana, and Kenya are key markets with growing middle classes and increasing e-commerce penetration.
The success of African players in European leagues also boosts merchandise sales for both clubs and national teams. As African countries continue to perform well on the international stage, the appetite for branded gear grows among local fans.
Competitive Landscape
The MEA licensed football merchandise market features a mix of global and regional players. Major global sports brands such as Nike, Adidas, Puma, and New Balance dominate the landscape with exclusive licensing deals with top European and national teams. These companies offer officially branded merchandise through both online and offline channels.
Additionally, regional retailers and distributors are increasingly partnering with international clubs to offer localized collections and official merchandise. Local entrepreneurs are also creating club-themed apparel and accessories, though these often fall outside the licensed merchandise segment.
Official partnerships, authenticity assurance, and premium packaging are critical differentiators in a market where counterfeit products remain a concern.
Challenges and Opportunities
Challenges
Counterfeit Products: The presence of unlicensed merchandise affects the credibility and profitability of the licensed market. Counterfeit jerseys and accessories are widespread, especially in informal markets.
Pricing Sensitivity: In price-sensitive markets, high costs of official merchandise can limit access, particularly among lower-income demographics.
Limited Physical Retail in Remote Areas: Access to official products is often restricted to major cities, leaving rural fans reliant on informal or counterfeit alternatives.
Opportunities
Localization of Merchandise: Collaborations with regional artists, inclusion of local languages or motifs, and region-specific campaigns can increase brand resonance.
Women’s Football Merchandise: With growing interest in women’s football, there is potential for expanding merchandise lines to cater to female athletes and fans.
Event-Based Promotions: Leveraging international tournaments and regional leagues for limited-edition product launches can drive seasonal sales peaks.
Tech Integration: Augmented reality features, digital collectibles, and interactive experiences can enhance fan engagement and build loyalty.
Future Outlook
The licensed football merchandise market in the Middle East and Africa is set for significant growth over the next decade. With increasing digital connectivity, a youthful and passionate fan base, and the region’s deepening integration into global football, the market presents substantial opportunities for brands, retailers, and licensors.
Strategic investments in e-commerce, localization, and consumer education about the value of official merchandise will be critical to unlocking the full potential of this vibrant and growing market.
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