Euro 2020/licensing: 222 products on average per federation, 7% for women (Licensing For Growth)

Among the 24 national associations/federations participating in Euro 2020, the Netherlands (KNVB) has the largest selection of licensed products with 878 products listed. The Football Association (The FA) is in second place with around 650 products listed, while there is an average of 222 licensed products per federation, according to Licensing For Growth, an agency specialised in sports and entertainment licensing and merchandising, in a study that analyses the official stores of the federations on 16/06/2021.

In terms of "single branding", i.e. products bearing the image of the federation alone, the French Football Federation (FFF) leads with 310 products, i.e. 69% of its total range. Regarding women's products, the DFB is in the lead with 78 products (15% of their total), while The FA, markets the most products for children with 192 products (30% of the total), according to Licensing For Growth's report.

"Women remain a low priority: on average only 7% of the range is targeting women. Single branding is 40% on average with 13 nations below average and therefore relying primarily…