The participation and victory of the Spanish soccer team in the FIFA Women’s World Cup have boosted the sale of products related to the national team, especially t-shirts, and it is expected to end the year well above the results obtained in the year . former.
“After Spain’s victory in the women’s world cup, we are experiencing a record demand for our jerseys,” said officials from adidas, Official Sponsor of the Spanish National Team, who emphasized the success of the set with a star that symbolizes obtaining the title and design created to celebrate the victory of the national squad.
Precisely, these two designs are “sold out” in the German company’s online store, along with the official ball used for the World Cup, as EFE has confirmed. Likewise, the sportswear brand “easily” placed the second kit, presented last April in Ibiza, and indicates that this “has sold six times more than the classic red of the first kit”, at least before the end of the competition.
More sales than in all of 2022
The presence of Spain in the antipodes to compete in the tournament has caused an acceleration in the pace of sales of the team’s shirts, which could translate into an increase between “25% and 30%”, compared to the previous year, at least on the RFEF website, another of the official points where you can purchase the clothing.
“We can say that, in eight months, and on our website alone, we have already sold as many women’s team shirts as were sold in all of 2022,” sources from the Royal Spanish Football Federation (RFEF) tell EFE. Despite the success attributed to the women’s team, commercial figures are not expected to be higher than those achieved after the men’s team’s victory in the 2010 Soccer World Cup in South Africa.
“It was the first World Cup in football and something we had never imagined achieving. This second World Cup, although it is the first in Spanish women’s football, is still the second,” say sources from the Spanish Federation.
However, the triumph of the players led by Ivana Andrés will mean that “investment in sports equipment will not be dedicated solely to products from the men’s team,” and they believe that sales of clothing for boys and girls with the design of the La women’s squad, official clothing, replicas and other merchandising products will grow and maintain a greater balance with their male counterparts. “It is clear that it will also inspire many girls to join soccer teams,” they add from the RFEF.
Commercial success of Adidas and Nike
Adidas, with 10 teams, and Nike, with 13, were the two sportswear entities that wore the most teams in the World Cup and therefore it is assumed that both will be the ones that sell the most shirts after the competition. Precisely, they faced each other in the final held at the Accor Stadium, when the German entity sponsored Spain and the American entity sponsored England, and regardless of the result of the match, it is clear that both scored a commercial victory after the competition.
In early August, Adidas CEO Bjorn Gulden said that “demand for its Women’s World Cup products has been stronger than expected.” “This year we delivered our largest product kit for a Women’s World Cup and we can say that the demand for women’s jerseys tripled compared to the 2019 Women’s World Cup,” notes the sports fashion house, which sees a similar behavior with the kits of other teams.
For its part, Nike acknowledged that demand for the English team’s shirt “has been incredibly strong” before and during the tournament. The sales success itself could also promote the attractiveness of the soccer players themselves and that “brands want to associate themselves with the image of the players,” sources from the RFEF highlight.
