FIFA World Cup kicks off merchandise sales frenzy


E-merchants such as Snapdeal have set up special stores; MakeMyTrip travel portal records 400% increase in bookings to Russia

The FIFA World Cup has not only sparked excitement among football fans, but also retailers who are enjoying the frenzy. Although India is not in the World Cup, there has been an increase in the number of Indians visiting Russia – the host country, as well as sales of shirts, soccer balls and other merchandise. related to the game.

Travel portal MakeMyTrip recorded a 400% increase in bookings to Russia between June and July compared to the same months last year.

“The biggest event in the world”

“The 2018 FIFA World Cup is one of the biggest global events of this year and it coincides with one of the busiest travel times for Indians,” the company said, adding that the FAN visa ID for Russia had helped ease the visa process. Plus, the weather this time around had been hot and sunny by Russian standards, so Indians are choosing it as one of their top international travel choices this summer. E-commerce players such as Snapdeal and Amazon have set up special football stores for gaming enthusiasts. Snapdeal said it has seen increased sales of ottomans, recliners and home theater systems. However, the best-selling items on the platform are football shirts and football boots in the colors of the big teams.

“The five best-selling jerseys are for Brazil, Portugal, Argentina, Spain and France. The shirts of Ronaldo (Portugal), Messi (Argentina), Neymar Jr. and Coutinho (both in Brazil) are the most wanted, ”said a spokesperson for Snapdeal.

Likewise, the online portal Shopclues said it has sold around 4,000 soccer balls and 300-350 jerseys on average over the past 16 days. Germany, Argentina and Portugal remain popular fan jerseys. The platform sees around 45% of the demand coming from Kolkata, Darjeeling, Durgapur, Asansol, Siliguri in the east, 35% from Kochi, Thiruvananthapuram, Coimbatore, Bengaluru, Madurai in the south, 15% from Pune, Ahmednagar, Rajkot , Bhopal to the west. “For jerseys, we get orders mainly from Kolkata, Siliguri, Bengaluru, Kochi, Thiruvananthapuram,” Shopclues said.

Income generator

“We have indeed seen a sharp increase in products related to football, including soccer balls, shirts, shorts and tracks. The FIFA World Cup is a major revenue driver for the sports industry, with football’s contribution to the activity increasing by 40% between April and June, ”said Puspen Maity, Vice President and Head of Sports , shoes and accessories, Myntra.

Even in the offline space, Alcis Sports, which won the rights for the 2018 FIFA World Cup licensed clothing items in India, Nepal, Sri Lanka and Pakistan, saw an increase of 50% of sales of football articles.

Products for children

“Before the tournament started, Argentina team merchandise was the most popular, but during the tournament we saw the popularity of German and England team products take over,” said Roshan Baid, General Manager of Alcis Sports. It is interesting to note that the company has developed products for children aged 4 to 14, which are very successful.

The Bigsmall.in online portal has unveiled a special collection of sunglasses and beer mugs. Its co-founder, Aman Hans, said fan sunglasses (with colors / flags from various countries) were the most popular product, with the company selling over 1,000 units. “We’ve seen people order all 6-7 variant sunglasses. With the World Cup, you don’t necessarily support a team… your favorite club has many players in all countries.

The company has also launched products such as action figures, football and trophy shaped beer mugs, replica trophies, among others, to entice buyers.