Despite the slump in consumption, the major sports retailers in Germany are hoping for a boom from the Football World Cup. The tournament in the US, Canada and Mexico – which begins on June 11 – is expected to boost sentiment and boost sales of jerseys, merchandise and team sports equipment. This is what the three industry giants Intersport, Sport 2000 and Decathlon report unanimously.
“Consumer sentiment is at a three-year low. We assume that this major tournament will provide positive impulses,” said Intersport boss Alexander von Preen to the German Press Agency. According to him, in times when there isn’t much to laugh about, two phenomena can be observed in retail: “On the one hand, people buy more colorful clothes. And on the other hand, they look for distraction. They are more likely to want to break out of their everyday lives and seek community with others.”
Major sporting events such as the Football World Cup offer many people this distraction. That’s why there is more in the stores than just the product, for example public viewing. “If the German team plays well, it will work. I am firmly convinced of that,” said von Preen.
Retailers are expecting an increase in sales
Sport 2000 from Mainhausen also expects additional business. Such tournaments generally have a positive effect on consumer sentiment and sales, said the dealer association’s team sports boss, Björn Endter. “Experience shows that a World Cup year contributes to an increase in sales of two percent of our total sales.” In the team sports segment, growth of around ten percent is even possible. According to Endter, the closer the tournament gets, the more frequency and buying impulses increase.
Decathlon also expects more customers in stores and online. “Experience shows that a major sporting event of this magnitude acts as a catalyst,” said the company at its German headquarters in Plochingen. “The enthusiasm for the tournament creates a positive mood, which experience shows is reflected in a noticeable increase in sales.”
Will hundreds of thousands of jerseys be sold again?
Fan items, team sports textiles and footballs are particularly likely to benefit. The companies pay great attention to the sale of jerseys: at the 2024 European Championships in Germany, the approximately 700 Intersport retailers alone sold half a million jerseys. Decathlon and Sport 2000 did not give any figures at the time, but also spoke of very high sales rates.
At that time, sales were driven enormously by the pink away jersey of the DFB team. It struck a chord with customers and was now sold out. “The jersey remains the centerpiece of such a tournament,” said a Decathlon spokeswoman. After the success of 2024, fans continued to look for bold and innovative designs. Jerseys are no longer just a stadium outfit, but rather a fashion statement.
Intersport boss von Preen expected that, depending on how the World Cup went, a similar number of jerseys would be sold as two years ago. However, when it came to the DFB team’s jerseys, he expected a different distribution between home and away jerseys. The white home jersey has performed significantly better so far than in 2024, said the head of the Heilbronn purchasing cooperative. But the dark away jersey with the light blue elements has also been very well received.
Sport 2000 reported a successful start to sales of the DFB jerseys that met expectations. “We therefore expect a stable, high sales level for the current tournament, but without a special effect comparable to that at the 2024 European Championship,” it said. However, one hopes that these will be the German national team’s last World Cup jerseys for the time being. Nike will equip the association from 2027.
Billion dollar market in Germany
The sports retail market in Germany is worth billions – and is highly competitive. The industry continues to benefit from a trend towards health and sport. The top dog is Intersport, followed by Sport 2000. Decathlon follows at a distance.
However, the French want to expand their market position in this country – and are busy opening branches. But the two mergers of independent sports retailers are also expanding. Just as Decathlon is moving into city centers, Intersport, for example, is now relying on much larger stores. These are intended to appeal to families and more price-sensitive customers. This is made possible, among other things, by gaps in the market – for example, the loss of fashion stores and department stores with sports ranges.
