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SBD/Issue 135/News & Opinions
Australian Football League Apparel Sales Down
Published April 2, 2003
The AUSTRALIAN reports that the Australian Football League (AFL) has seen “apparel sales plunge almost 50[%] in only two years,” as ’02 sales totaled AU$11.04M, down from AU$15M in ’01 and AU$20.9M in ’00. Beginning in ’01, the AFL “changed the way it sold apparel, which is divided into supporter wear such as T-shirts and caps and on-field apparel.” It “stripped out many second-tier manufacturers in favor of multi-nationals such as adidas, Fila, Nike, Puma and Russell Athletic. The smaller sportswear firms traditionally had supplied about half of the AFL’s apparel lines, usually at the cheaper end of the market, and the league had hoped the multi-nationals would fill the gap” (AUSTRALIAN, 3/27).