Please use this identifier to cite or link to this item:
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Professional football clubs retail branding strategies
Author(s): Szymoszowskyj, Adam
Winand, Mathieu
Kolyperas, Dimitrios
Sparks, Leigh
Contact Email:
Keywords: brand equity
supply chain
distribution channels
retail branding strategies
football clubs
Issue Date: 2016
Citation: Szymoszowskyj A, Winand M, Kolyperas D & Sparks L (2016) Professional football clubs retail branding strategies. Sport, Business and Management: An International Journal, 6 (5), pp. 579-598.
Abstract: Purpose: While some football clubs are recognised as popular brands, little is known about the way they leverage their brand in their merchandise retailing. This study draws on brand equity and supply chain management to address this gap by investigating retail branding strategies used by professional football clubs. In particular, it analyses the type of product merchandised, the reasons for selling certain products and the ways through which football clubs merchandise, including their partners in distribution channels. Design/methodology/approach: A qualitative approach was undertaken involving content analysis of 22 Scottish professional football clubs’ websites and annual reports, and semi-structured interviews with seven football clubs retail managers and four supply chain partners. Transcribed data was coded and thematically organised through an inductive process using the qualitative data analysis software NVivo 10.  Findings: Three types of merchandise have been identified, basic, fashion and short season. Building brand equity is considered the main motive for retailing merchandise. Some football clubs use intermediaries or outsourcers to respond to sudden consumer demands and to ensure high levels of service, whereas others have an integrated supply chain which allows for greater control.  Research limitations/implications: This paper contributes to the discussion on the role of retailing in football club brand equity. It suggests initiating intermediaries in the distribution channels to build brand equity thus enabling clubs to become more responsive to consumer demand.  Originality/value: This is the first paper to look at retail branding strategies of professional football clubs.
DOI Link: 10.1108/SBM-09-2016-0048
Rights: Publisher policy allows this work to be made available in this repository. Published in Sport, Business and Management: An International Journal, Vol. 6 Iss: 5, pp.579-598 by Emerald. The original publication is available at: This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence ( To reuse the AAM for commercial purposes, permission should be sought by contacting

Files in This Item:
File Description SizeFormat 
Paper Retail Branding in Football SBM 2016.pdfFulltext - Accepted Version439.26 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.