Written By Muktadir Mubassir

From the fierce rivalry between Abahani and Mohammedan football clubs to the meteoric rise of cricket as the nation’s favourite pastime, sports have always held a special place in the hearts of Bangladeshis. In this cricket-obsessed nation, where the sound of bats hitting balls reverberates throughout, sports go beyond being just a game; they represent a way of life. However, in recent times, this enthusiasm has expanded beyond the playing field and found a new outlet in the world of sports merchandise. The proliferation of sports-themed clothing, accessories, and equipment has given rise to a thriving industry that not only celebrates the essence of sports but also reflects the evolving facets of the country’s economy and culture.

The revenue generated from the sports equipment market is currently at an all-time high. This indicates a promising and lucrative future for Bangladesh’s sports merchandise industry on both domestic and international fronts.

The increasing revenue is having a significant impact on Bangladesh’s local economy. As the market size of sports products continues to expand, it has generated substantial employment opportunities. Currently, the Bangladesh Sports Accessories Merchant Manufacturers and Importers Association (BSGMMIA) estimates that the country boasts a sporting goods market valued at BDT 1,500–2,000 crore, with approximately 50,000 individuals directly employed in the sector.

This growth in the sports merchandise industry also opens doors for additional investment opportunities. The increasing exports of sports merchandise can attract more investments in the manufacturing sector, leading to the creation of additional job opportunities and technological advancements. Furthermore, it has a positive ripple effect on the readymade garment (RMG) industry, which is now the largest single export earner for Bangladesh. According to the Bangladesh Garment Manufacturers and Exporters Association (BGMEA), the RMG sector contributes a remarkable 83% to the country’s total export earnings.

In essence, the expansion of the sports merchandise industry not only benefits those directly involved in sports manufacturing and exports but also bolsters the broader economy by creating jobs, attracting investments, and contributing to the nation’s export earnings. This underscores the multifaceted impact of this industry on Bangladesh’s local economy.

Thriving Local Manufacturing Industry

The role of local manufacturers in this promising sector is gradually expanding. Currently, approximately 40% of the domestic demand is met by locally produced items, with the remaining 60% being imported from countries like China, Pakistan, and India, as per the data of the Bangladesh Sports Goods Merchants Manufacturers and Importers Association. Notably, barely a decade ago, Bangladesh relied largely on the global market to meet domestic demand.

BSGMMIA further reported that the local market consumes nearly 700–800 sports items, while domestic manufacturers are capable of producing only around 200 items, including cricket bats, balls, gloves, sports bags, helmets, caroms, anklets, knee caps, socks, and nets. Additionally, the country annually consumes 50 lakh footballs and 2 lakh cricket bats, presenting a significant growth opportunity for the industry in the local arena.

Global Players in Bangladesh

In terms of prospects, some global sports brands like Nike (in collaboration with DBL Lifestyles) and Puma have already established retail stores in Bangladesh, although most of their production occurs outside the country. Adidas is also scheduled to launch stores this year. This situation creates a promising opening for domestic companies to enter the sports merchandise industry, which is poised for future growth.

Furthermore, the sports goods manufacturing industry can boost demand for existing Man-Made Fibres (MMFs) and encourage the development of the MMFs industry. Sports goods manufacturing predominantly relies on MMFs as raw materials to produce professional sports equipment and gear, including training equipment, match balls, sports apparel, and off-field apparel (such as polo shirts, caps, jackets, etc.), making it a suitable candidate for expansion.

Presence of Sports Merchandise in Both Online and Offline Channels

Among all types of online shopping, the sports merchandise section stands out for its unmatched convenience. Online shopping not only offers ease but also opens up a world of possibilities in the sports merchandise realm. The convenience of online shopping has allowed fans from all corners of the globe, including Bangladesh, to easily access and purchase official jerseys from their beloved European clubs and players. Online retailers have streamlined the process, making it effortless for fans to obtain authentic, licenced jerseys from European football clubs. Furthermore, many online jersey sellers provide customisation options, enabling fans to personalise their jerseys with the names and numbers of their favourite players. This high level of customisation strengthens the bond between fans and their chosen clubs or players. Online stores such as Jersey Freak BD, Indigo, and Hat-Trick have seized this opportunity and established themselves as prominent players in the industry.

Nevertheless, wholesale markets continue to thrive as well. Fans still rush to locations like Gulistan and Bangabandhu Stadium to acquire their desired
sports merchandise. The two largest wholesale and retail markets for sports merchandise in Bangladesh are the Maulana Bhashani National Hockey Stadium Market and the Cooperative Twin Tower Sports Market, situated on Bangabandhu Avenue in the capital city.

A distinctive facet of the sports merchandise market in Bangladesh is the burgeoning popularity of age-group cricket teams. Jerseys and accessories representing youth teams have become essential for young cricket enthusiasts, and some school teams have established direct contracts with wholesale markets to fulfil all their team’s equipment needs, which has, in turn, given more opportunity to the local manufacturers.

The World Cup Fever

The FIFA World Cup typically triggers a surge in demand for football jerseys and apparel, and this trend is evident in Bangladesh, a country with a growing interest in football. Jerseys from popular teams like Brazil, Argentina, Germany, and Spain are highly sought after by football enthusiasts who want to show strong support for their favourite teams. According to The Business Standard, traders anticipated significant sales, envisioning at least BDT 1,000 crore in revenue within a month and a half of the 2022 FIFA World Cup. According to the Bangladesh Sports Goods Merchants, Manufacturers, and Importers Association, traders imported approximately 50 lakh jerseys and about one lakh footballs from countries like China, Pakistan, and India in preparation for the football World Cup event.

The excitement surrounding the ongoing 2023 ICC Men’s Cricket World Cup is reaching a fever pitch in Bangladesh. Cricket is not just a sport in the country; it is a passion. Major cricket events like the World Cup historically led to a surge in demand for cricket-related merchandise.

With the national cricket team representing the country on a global stage, there is tremendous demand for team jerseys, caps, and other apparel. Fans in Bangladesh are eager to show their support for the national team, resulting in a spike in sales of official team merchandise. This also presents an opportunity for local brands to capitalise on their branding efforts.

Local sports merchandise brands in Bangladesh often release special edition World Cup merchandise and may even sponsor the national team or organise promotional events, enhancing their visibility and sales during the tournament. The prevalence of e-commerce in Bangladesh also plays a pivotal role in meeting the increased demand for cricket merchandise. Online retailers offer a wide range of World Cup-themed products, making it convenient for fans to purchase items such as jerseys, cricket bats, and memorabilia. Collectable merchandise, including limited- edition cricket memorabilia and autographed items, tends to gain popularity during major tournaments. Fans become eager to acquire these items as keepsakes. As such, the ongoing tournament is expected to leave a lasting impact on the sports merchandise market, both in terms of sales and the reinforcement of cricket culture in the country. It represents a significant opportunity for the sports merchandise industry to flourish in Bangladesh.

From the passionate football rivalries of local football giants to the cricket craze that has swept the nation, Bangladesh’s love for sports has fueled a thriving sports merchandise market. The fusion of local sports fervour with a global appetite for sports apparel has created a unique and lucrative industry. However, as we navigate through a volatile global economy, it is important for businesses in this sector to formulate strategies to battle the volatility. One such strategy is diversifying export destinations beyond traditional markets. While Bangladesh has traditionally relied on specific countries for its sports merchandise exports, it is essential to explore opportunities in non-traditional regions. In addition to diversification, businesses should also prioritise innovation in their product lines, keeping pace with changing consumer preferences and global trends in sports merchandise. With the right strategies in place, businesses in this sector can not only weather economic storms but also continue to score big in the global arena. The future holds immense promise, and the sports merchandise industry is expected to contribute significantly to the nation’s economy.