Research by Granada Ventures, the media agent and licensing management company for the club, has released figures that show the size and scale of the Arsenal brand last season and makes projections for the forthcoming 2005/2006 season.
Retail turnover of Arsenal branded products through the club’s own channels is forecast to increase by 20 per cent, according to Granada Ventures – double what it was worth in 2000.
Last season saw an 82 per cent increase in revenue for Arsenal branded merchandise. Video and DVD sales increased by 196 per cent; the official Arsenal annual sales increased by 80 per cent and calendar sales increased by 300 per cent in 2004.
Arsenal replica sales doubled year-on-year for the 2004/5 season and with its one-off commemorative kit already said to be selling well, the club is set to have its best ever replica sales.
The club is said to have an estimated global fan base of 27 million, of which two million are in the UK, 11 million in Europe, 12 million in Australasia, two million in Africa and two million in North America.
Granada Ventures is predicting a big year for the brand in 2005/2006, which will be the last at Highbury before the move to its new home, the Emirates Stadium.
Charlie Donaldson, head of licensing at Granada Ventures comments: “Arsenal is a massive brand, probably one of the biggest in worldwide sport. Research by Ipsos RSL in February 2005 shows that Arsenal has the fastest growing support in the Premiership. The fan base has increased from three per cent of the population in 2002 to four per cent in 2005.
“Arsenal’s fan base is young and affluent which is good news for the future of the brand and its licensing potential. Fifty three per cent are in the ABC1 demographic category and half of Arsenal’s fans are in the 16-34 age bracket.”
