Faced with the possibility of a "slowdown" in international
sales of sports fashions, the four major sports' properties
divisions are "looking to improve their operations" around the
world, according to Andy Bernstein of SPORTING GOODS BUSINESS.
Ron Millman, VP of Int'l Consumer Products for the NBA, believes
a U.S. slowdown for sports fashion will carry overseas.
Currently, the NBA may have the "most robust overseas property,"
with offices on four continents and an eye on South America,
Eastern Europe, and Africa for distribution. Projected NBA
overseas sales are $350M or more in '95, up from $300M last year.
Expansion and The Dream Team are attributed to the rise in
demand. The NFL has looked to increase "global recognition" with
the World League, but has seen international sales "slow to
single digit growth in the past year" -- projected at around
$330M for 1995 with another $5M for the World League. Gord
Sweet, Dir of Int'l Licensing for NFL Properties says "retailers
are looking more toward branded apparel." The NFL is
"encouraging licensees to purchase or partner" with smaller
European companies in order to gain "a greater sensitivity to the
European market." The NHL is seeking a more "centralized control
of its overseas efforts, allowing its deal with six European
licensing agents to expire." They will open an office in Zurich
with NHL and NHL Enterprises personnel. A key NHL strategy to
grow their $22M in int'l sales last year is "to focus on sports
specialty stores with hockey sections." For MLB, Europe "is the
final frontier," as they are "strongest" in Latin America, the
Far East and Australia. IMG, MLB's overseas licensing agent,
projects $200M in total retail sales for '95, up from $190M in
'94 (SGB, 8/95 issue).
