Industry: Buying Groups View from the industry
This year’s rugby World Cup provides independents the opportunity to stand out from the crowd, so says INTERSPORT general manager Tom Foley.
I
ndependent sports retailers tend to have a focus and passion within a specific sport but then they will also have a multisport offer to service the local community. Whilst this gives not only a great product offering and service to the local consumers it also builds links with local sports clubs, associations, schools and colleges, giving them even stronger customer contacts in specific categories. With the UK being the largest football market in the world and such a focus being given to all of the international events, the independent sports retailer has the chance to stand out from the crowd this year with the Rugby World Cup 2011, building further on their local rugby communities. The tournament is one of the largest
international sporting events in the world, surpassed in scale only by the FIFA World Cup and the summer
Olympics. The RWC2011 finals take place in New
Zealand between September 10 and October 22 but interest in the event starts well ahead. From its inception in 1987 it has massive worldwide coverage with 8,500 broadcast hours of TV, an audience of over 4,200 million and economic activity of $1.15bn.
Rugby World Cup official licensed product
ranges offer a great enhancement to the rugby collections already carried by stores and the combination of the famous logo, the products and the interest in RWC2011 makes them a must-stock item. At Intersport, we have developed the rugby collections even further to maximise the sport’s increased exposure in 2011. For instance, offering members exclusive products from key brands with an enhanced campaign developed with Canterbury featuring an exclusive boot and ball from the Uglies collection. The campaign is highlighted with in- store PoS and then nationally in rugby press, specifically placed in RWC2011 editions, and with online promotions to drive customers into stores.
Tom Foley, Intersport UK general manager
Intersport readies for 2012 B
uying group Intersport’s Q1 2012 show provided supplier and retail members alike an opportunity to showcase products ahead of next year, when the Olympics land in the UK and the UEFA Euro 2012 football tournament kicks off in Eastern Europe.
These two sporting events were focal points at the Q1 2012 show, alongside Nike, Asics, Adidas and Puma campaigns and new products from the likes of Babolat, Reebok and Salomon. Saucony sales manager Richard Outterside said: “Everyone has the Olympics on their radar at the moment.”
Matt Silver of BTC Activewear, which supplies plain clothing from manufacturers to the embroidery and printing sectors, said the company is gearing up for the Olympics by making a ‘big splash’ with its own stand at tradeshows over the coming months, while Speedo’s Rob Collins said excitement is starting to build around the event with the swimwear brand set to benefit from its established position in the market.
Sports bra supplier Shock Absorber was 8
proudly showcasing a red, white and blue colourway, that of the Union Jack, which a spokesperson said ties in with growing national sentiment.
“With the recent royal wedding, the royal jubilee and the Olympics coming to London next year, it’s a good time to be British. There’s so much going on it’s an ideal time to become involved and this strong colourway will be available from November so in stores for the Olympic rush.”
Sarah Tipler, of goals and football equipment supplier Samba Sports, which was making its Intersport show debut, said the Olympics coming to the UK is a ‘once in a lifetime event’ that will provide a massive boost to the whole sports trade.
She said: “The Olympics is a big thing that everyone wants to be a part of so will definitely give a boost to the market and help grow our opportunities.
“We had a good experience at the Q1 show and picked up some good orders. We only showed a selection of our goals as we have 47 different types but wanted to whet the appetite
of the trade.”
Bob Fidler, of fellow football brand Reusch, said the company’s goalkeeping range will feature strongly during Olympic football matches, probably more so than at the preceding Euro 2012 tournament. “We are doing a small range to tie in with Euro 2012 that will also be at the Olympics, where we’ll probably have a bigger presence because you have teams representing countries like Argentina competing.
“Business is already looking up, but the fact the Olympics is in London and around the UK is a big deal.”
www.sgb-sports.com
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