Sports goods industry beats downturn

By Bill Wilson
Business reporter, BBC news

Duncan Bardsley of Tinbone with a Celtic-branding toaster

Back in the post-war "golden age" of football, fans were content with just a wooden rattle and woollen scarf as a way of proclaiming their team allegiance.

Meanwhile, clubs' energies were focused on the business of winning trophies, or at least trying to avoid relegation.

But with the increased commercialisation of sport, football and other sporting clubs are looking to create new revenue streams, while at the same time the modern supporter is keen to be immersed in their team's product around the clock.

That is where an event like the Sports Merchandising Exhibition (Smex) comes in, featuring more than 230 product lines and held in the shadow of the iconic Bobby Moore statue at London's Wembley Stadium.

Financially supportive

Organised by Jeremy Storey-Walker, it is a showcase for every sort of sports-related product you could think of, and many you couldn't.

They range from the fairly common hats, scarves, retro shirts, and badges, to toasters, baby wear, and Christmas and novelty items.

"We source a lot of new products, ones we think that buyers at sports clubs would be able to sell to their fan base," says Mr Storey-Walker.

Mr Storey-Walker believes fans will keep buying in the downturn

"It is a very niche event, but we find even High Street names are coming here to try and find sport-related merchandise for their stores and shops."

He adds: "Fans want to be supportive of their clubs, and they will buy practically any item. It is amazing what fans will buy related to their clubs. Also, there has been a growth in the number of female fans, and that has opened up new avenues."

Basically, nowadays you can eat, sleep, and live your club 24 hours a day - from breakfast to bedtime, and 365 days a year - including Christmas Day.

'Cost-effective'

Duncan Bardsley, of Tinbone Limited in Abergevanny, has come up with a product that literally allows you to "toast your team every morning."

Their Top Team toaster brands your club onto your bread as it is toasted. It works better with white bread as there is a greater contrast, but can also be used with wholemeal and granary, they say.

"It took a little while to come up with the branding mechanism inside, which involves a motorised carriage," says Duncan. "First we had to prove to ourselves that the idea would work.

"Then we had to go about finding a reputable toaster maker. Because toasters are seen as cheap items we had to come up with a cost-effective branding mechanism, but of good quality."

As well as branding the toast the merchandise is in club colours and with badging.

Melanie Storer of Teamtots with some of her kits for babies

The toasters are sold for between £40 and £45 on club websites and in their stores, and come in Arsenal, Chelsea, West Ham, Celtic, Rangers and Scotland colours.

For the youngest of fans Melanie Storer of Teamtots, based at Eastwood, near Nottingham, sells football-themed romper outfits for the newborn to 10-year-olds.

"We sell baby wear to clubs for them to sell in their shops, and I believe the items prove very popular. We are very successful and have contracts with 48 clubs in the UK and abroad," she says.

"The current economic situation is a bit worrying, but because we are UK manufactured goods, and can switch to small quantity runs, and are flexible, we feel we should be able to cope."

Their team lines include Newcastle United, Arsenal, West Brom, Liverpool, Southampton, Derby County and Hibernian, among others.

'Helping the environment'

For eco-friendly fans Sophie Howes and business partner Emma Beeson of Bristol-based firm Tomato Source, have come up with a poncho cape that can be given out to fans by sports clubs and events organiser in the event of a major downpour.

Their capes are made out of potato starch and is the first foray into the sports world for the firm.

"It is targeted at clubs and brands involved in the sporting world, which have strong 'corporate social responsibility' policies and where it is critical for them to show stakeholders how seriously they take their environment responsibilities," says Sophie.

Sophie Howes with the Tomato Source bio-poncho

"It is perfect for sports clubs who want to give their fans something to protect them from the elements, while at the same time helping the environment."

It may only be March, but Huddersfield-based Storm International is already looking forward to the Christmas market. Their products include football-related antlers, tree baubles, crackers, giant socks, cuddly toys, wrapping paper, and other items.

"The problems on the High Street of late have been well documented, but we have found our market has been relatively untouched," says director Duane Gladden from Storm, whose products are sold in football club shops and the High Street.

"It is about having £5 to £10 price points - people want to be able to get two or three items for £20 at the moment, and that fits us quite well."

Player purchases

However, should you be breezing through the current economic woes then you may want to invest in a £10,000 de-luxe Subbuteo table.

This flick-to-kick palace has been made by Saffron Walden-based luxury game maker Geoffrey Parker, under licence from brand owners Hasbro.

It has a car leather exterior, and lambskin printed roofs and stands, while the playing surface is made out of billiard cloth.

Other attachments mean it can be transformed into a poker table, or just a plain table. It comes with 1200 poker chips and 20 Premier League Subbuteo teams.

Guy Parker with his expensive Subbuteo table for sale

So who is buying these top end games in such straightened times?

"We have sold quite a few poker tables to Premier League footballers," says Guy Parker, son of the founder.

"We have also sold some luxury backgammon boards to Premier League players, but I think they were overseas players," he adds.

Finally, from a fake playing surface to the real thing - The Hallowed Turf Merchandising Company is selling blades of grass from Wembley - a literal snip at £19 for a small container branded with the Wembley crest.

Other turf up for sale includes from Ibrox, Twickenham, the Emirates Stadium, and The Valley and Loftus Road. The grass is frozen in clear resin and can be used as paperweights, key rings, pen sets, or cufflinks.

"Fans see their purchases as giving a revenue stream to their clubs, which can then go back into investing in new players and better stadiums," says Smex's Mr Storey-Walker.

And he says the number of people coming to his event is increasing every year, despite the current economic situation.

"Fans remain incredibly loyal. They might give up other spending before they stop buying club merchandise."