Americans Spent More than $8 Billion on Sports Logo Apparel in 2009

March 2010

MOUNT PROSPECT, IL – Adult Americans spent more than $8 billion on sports logo apparel in 2009, according to a new study being released by the National Sporting Goods Association (NSGA). “Sports Logo Apparel Market 2010,” based on a consumer study of 20,000 U.S. households, provides dollar consumer purchases on sports logo apparel for 14 sports activities.

It profiles the fans who attended or viewed the activity, the dollars they spent and the place(s) they purchased the apparel. In the study, adults are defined as Americans 16 years of age and older.

Men were bigger spenders than women. Of the $8.02 billion spent, males accounted for 60.9% of all purchases. Females accounted for the balance, 39.1%.

“Sports logo apparel has been an important part of the product mix for full-line and specialty sports retailers for more than two decades,” NSGA Vice President of Information and Research Thomas B. Doyle said. “This new report ranks the most popular sports activities and reveals where adults purchased their sports logo apparel and how much they spent in 2009.”

Regionally, for the 14 sports activities, sports fans in the South accounted for the highest percentage of dollar purchases, 34.9%. The other three regions were fairly close in percentage of purchases. The North Central region captured 23.6% of purchases; the Northeast, 22.3%; and the West, 19.2%.

If one measures by dollars, the Northeast provides the most loyal fans. Although only 18.2% of the U.S. population, fans in the Northeast accounted for 22.3% of the dollars spent on sports logo apparel.

In the report, individual sport activity tables (each 16 pages in length) are provided for: Auto Racing: Indy Car; Auto Racing: NASCAR Cup; Baseball: MLB; Baseball: Minor League; Basketball: NBA; Basketball: College; Football: NFL; Football: College; Golf: PGA; Hockey: NHL; Hockey: Minor League; Soccer: MLS; Tennis; Mixed Martial Arts: UFC, WEC, and WCL.

Within each table, both the number of purchasers and dollars spent on purchases are reported. Average dollars spent per purchaser is reported for each demographic (gender, age, household income and region of the country). Place of purchase is reported by stadium/arena, Internet/online, sporting goods store, department/discount store and other. Dollars spent is also reported by attendance at or viewership (television, Internet, mobile) of sports activities.

The 266-page report is marketed by NSGA from research prepared for SBRnet by Irwin Broh Research, a company nationally recognized for its work in the sports and leisure field. Price of the report to NSGA members is $270, to non-members, $340. For additional information, contact Dan Kasen at NSGA, 1601 Feehanville Drive, Suite 300, Mount Prospect, Ill. 60056-6035. Phone: (847) 296-6742 x108;; fax: (847) 391-9827; or visit the NSGA website,

About NSGA:
NSGA, which has served the sporting goods industry since 1929, organizes and hosts the annual NSGA Management Conference & Team Dealer Summit, the sporting goods industry’s premier educational and networking event (Next: May 2-5, 2010, at Saddlebrook Resort/Tampa, Wesley Chapel, Fla.).

For more information on NSGA member services, visit the Association home page (; call Darlene Plunkett at NSGA, (847) 296-6742, Ext. 131; e-mail:; or fax (847) 391-9827.