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Europe Sporting Goods Market

Europe Market Study on Sporting Goods: Highest Market Share Accounted for by Germany

Sporting Goods Market Segmented By Football, Teamsports, Tennis, Bike Sports, Racket Sports, Outdoor Sports, Water Sports, Running, Winter Sports, Golf

Europe Sporting Goods Market Outlook (2022-2031)

In 2021, the Europe sporting goods market was valued at US$ 171.9 Bn, and the market is projected to expand at a high CAGR of 7.7% through 2031. Sales revenue from sporting goods in Europe is estimated to reach US$ 382.9 Bn by the end of 2031.

Europe Sporting Goods Market Size (2021)

US$ 171.9 Bn

Sales Forecast (2031)

US$ 382.9 Bn

Predicted Market Growth Rate (2022-2031)

7.7% CAGR

Germany Market Share


Continuously rising popularity of sporting activities is anticipated to be the major market driver for the rapidly increasing sales of sporting goods across Europe.

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Sales Analysis of Sporting Goods in Europe (2016 to 2021) Vs Future Market Estimates (2022 to 2031)

The popularity of sports has increased on a global level, and this trend has majorly led to an increase in sporting activity among the general population. Shipments of sporting goods, sporting apparel, and sports shoes in Europe increased at a CAGR of 5.7% from 2016 to 2021, and the market was worth US$ 171.9 Bn at the end 2021.

Increasing prevalence of obesity, rising awareness regarding health and fitness, rising intake of processed foods, surging disposable income, and increasing popularity of sports activities among the general population are some of the prime factors that are influencing demand for sporting goods in Europe.

However, on the flip side, increasing Internet penetration and rising preference of the younger population to play online/digital games are expected to have a restraining effect on the growth of the European sporting goods market.

Nevertheless, overall, sporting goods consumption in Europe is anticipated to rise at a high CAGR of 7.7% from 2022 to 2031.


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Which Factors are Driving Demand for Sporting Goods in Europe?

“Increasing Fan Base of Various Sports to Push Up Market Size”

The popularity of different sports has seen an increase in recent years owing to the globalization of multiple sporting events, and this has majorly increased demand for sporting goods equipment in Europe.

The popularity of NBA (National Basketball Association) has seen a substantial rise in the region, which has led to an increase in the fan base for the sport.

  • For instance, in July 2021, Fanatics, in association with NBA, announced the opening of the first NBA store in the United Kingdom. This store is located in London’s shopping area at 14-16 Foubert’s Place.

On the same lines, the fan base for other sports has also increased, and is expected to drive the European market for sporting equipment through 2031.

“Rising Focus on Health & Fitness Will Boost Sales of Sporting Goods Equipment”

Increasing prevalence of obesity and several health disorders caused due to a sedentary lifestyle have led to people becoming more aware of their health and fitness.

In a bid to stay healthy and fit, there has been an increase in outdoor sports activities, which will boost the European sporting goods market potential through 2031.

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What Challenges Will Be Faced by Sporting Goods Manufacturers in Europe?

“Increasing Counterfeit Products & Rising Popularity of Digital Gaming”

The Europe sporting goods industry is expected to be hindered by the rising prevalence of counterfeit products owing to the lack of standardized infrastructure for the sales of authentic products.

Also, increasing popularity of digital and online gaming among the young population is expected to hamper the sales of sporting goods and equipment in the region.

Overall, both these factors are expected to majorly hinder the business potential of sporting goods suppliers across the European continent.

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Country-wise Analysis

How Will Sales of Sporting Goods Shape Up in Germany?

“Germany to Lead Europe Sporting Goods Market in Terms of Share”

Germany is known for its love for football, and this is expected to be a major driver for the sporting goods market in the nation. Increasing focus on health and fitness coupled with rising popularity of various sports is expected to make Germany a highly lucrative market for sporting goods manufacturers and suppliers.

  • In November 2021, Decathlon, a leading sporting goods retailer, announced a new business plan for its expansion in Germany, and this new plan has the aim of generating double the sales revenue that it previously did, by 2026. Most of the sales are expected to be driven by online channels.

At present, the Germany sporting goods market holds a share of 19% in the European industry landscape.

Will France Be a Lucrative Market for Sporting Goods Suppliers?

“Rising Popularity of Football & Other Sports Driving Sporting Goods Consumption”

France is seeing substantial increase in the popularity of several sports, and football is one of the most prominent ones among them. Rising outdoor activity and increasing participation of the general population in sporting activities and events are major factors that are boosting the shipments of sporting goods in the nation. Increasing focus on sports activity is expected to drive market demand in France.

  • In June 2021, organizers of the Tour de France announced that they would be holding a Tour de France Femmes for female cyclists in 2022 just after the conclusion of the men’s race. The announced date for this event is 24 July 2022.

An increase in such events across France will further bolster market potential through 2031. At present, the sporting goods equipment market in France stands at a valuation of US$ 16.2 Bn and holds a value share of 8.1% in Europe.

Category-wise Insights

Which Sales Channel Will Benefit Sporting Goods Manufacturers the Most?

“Offline Sales of Sporting Goods to Lead Market Growth”

Offline sales of sporting goods are expected to maintain a dominant stance over the forecast period in the European market.

Increasing inclination of consumers toward checking the sporting equipment before buying them, and this being only possible through offline channels, gives this segment an edge over online sales channels.

However, increasing popularity of e-Commerce is projected to result in rising sales from online sales channels as the years go by.

What Impact Did COVID-19 Have on Sporting Goods Demand in Europe?

The COVID-19 pandemic hurt sporting goods consumption across the European region owing to a drop in manufacturing activity and the closure of multiple sales channels.

Lockdown restrictions to curb the spread of coronavirus infections resulted in a drop in the sales of sporting apparel and goods across the region. Restricted outdoor activity and cancellation of all sporting events during lockdowns led to a huge drop in the Europe sporting goods market size.

However, this trend has changed and is expected to get better in the post-pandemic era, and the European market for sporting goods is expected to rise at a healthy pace over the coming years. As restrictions have been lifted, outdoor activity and several offline sales channels have returned to normal operational capacity, which will aid the Europe sporting goods market in making a swift recovery.

Competitive Landscape

Sporting goods manufacturers in Europe are investing in expanding their business scope through various mergers and acquisitions. Sporting goods suppliers are also focusing on adopting different organic and inorganic growth strategies to boost their market size and presence across various countries in Europe.

  • In January 2022, Cofidis unveiled a completely new look for the cycling team, which is coming from the new kit supplier called Van Rysel. Van Rysel is a Decathlon cycling brand that is a French sporting goods equipment manufacturer. The new kit will be utilized by the men’s as well as women’s teams alike.

More recent developments related to key suppliers of sporting goods in Europe have been also been tracked by analysts at Persistence Market Research, which will be accessible in the full research report.

Europe Sporting Goods Industry Report Scope



Forecast Period


Historical Data Available for


Market Analysis

  • Units for Volume
  • US$ Mn for Value

Region Covered

  • Europe

Key Countries Covered

  • Germany
  • France
  • Italy
  • Spain
  • UK
  • Austria
  • The Netherlands
  • Switzerland
  • Russia
  • Rest of Europe

Key Market Segments Covered

  • Sporting Category
  • Product Type
  • Distribution Channel
  • Country

Key Companies Profiled


Available upon Request

Key Segments Covered in Europe Sporting Goods Industry Research

Europe Sporting Goods Market by Sporting Category:

  • Football
  • Team Sports
  • Bike Sports
  • Tennis
  • Racket Sports
  • Outdoor Sports
  • Fitness
  • Running
  • Water Sports
  • Winter Sports
  • Golf
  • Other Sports

Europe Sporting Goods Market by Product Type:

  • Sporting Apparel
  • Sporting Equipment
  • Sports Shoes

Europe Sporting Goods Market by Distribution Channel:

  • Offline Sales of Sporting Goods
    • Modern Trade
    • Departmental Stores
    • Specialty Stores
    • Mono Brand Stores
  • Online Sales of Sporting Goods

Europe Sporting Goods Market by Country:

  • Germany Sporting Goods Market
  • France Sporting Goods Market
  • Italy Sporting Goods Market
  • Spain Sporting Goods Market
  • U.K. Sporting Goods Market
  • Austria Sporting Goods Market
  • The Netherlands Sporting Goods Market
  • Switzerland Sporting Goods Market
  • Russia Sporting Goods Market
  • Rest of Europe Sporting Goods Market

- Companies Covered in This Report -

  • Adidas AG
  • Nike, Inc.
  • Under Armour, Inc.
  • AMER Sports
  • Odlo
  • Hammer Sports
  • Polar Electro
  • WaterRower
  • Other Players (As Requested)

- Frequently Asked Questions -

The Europe sporting goods market was valued at US$ 171.9 Bn in 2021. 

From 2022 to 2031, the European market for sporting goods is projected to surge ahead at a CAGR of 7.7%.

At the end of 2031, Europe sporting goods industry revenue is expected to reach a valuation of US$ 382.9 Bn.

Germany accounted for a market share of 19% in the Europe sporting goods industry in 20212.

Prime sporting goods manufacturers such as Adidas AG, Nike Inc., Under Armour Inc., PUMA SE, Amer Sports, Odlo, Hammer Sports, Polar Electro, and KETTLER operate across the European continent.

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