Discover why merchandising matters for NGBs, and how it can unlock new revenue, strengthen identity, and deepen member engagement.

When people think of merchandising in sport, they often picture professional clubs with huge fanbases and megastores full of replica kits. But for NGBs, merchandising means more than just branded gear - it’s a strategic opportunity to connect communities, elevate identity, and diversify income.

NGBs are often under pressure to do more with less. Admin-heavy workloads, tighter funding, and an increasing need to engage members in meaningful ways have made the search for new tools and revenue streams more important than ever.

Considering that, in 2019, the market size for licensed sports merch was a staggering $31.2 billion, it’s clear that merchandise isn’t just a solution for NGBs, but one of the most accessible, scalable, and underutilised resources available.

A powerful brand asset

For NGBs, visibility is a constant challenge. You might have thousands of members, but unless your community is actively showcasing your brand, you're missing out on a major opportunity to grow recognition.

Branded merchandise turns members into ambassadors. Hoodies at training sessions, tote bags at competitions, water bottles in the gym - all of these become tools for awareness.

It’s low-cost promotion with long-term impact. When a member wears your gear, they’re saying: “This is the community I belong to.”

It’s a subtle but powerful form of connection, and in sport, identity matters. In fact, it matters so much that, according to a survey of German football fans, people with strong organisational identification would rather purchase merch from official club shops than from other stores, even if the prices are higher.

A community-building tool

If there’s one thing we’ve learned from more than a decade of working with global sports organisations, it’s this: NGBs are more than governing bodies, they’re communities.

NGBs represent values, provide structure, and bring people together around a shared passion, and merchandise can play a surprisingly effective role in this.

Team t-shirts at events create a sense of unity. Branded kit fosters a professional image. Limited-run items (for example, for a national championship or centenary) can turn into treasured keepsakes.

Even for smaller organisations, offering merch helps members feel part of something bigger.

Revenue to support your mission

Of course, selling merchandise can also provide a significant benefit to any sports organisation when it comes to generating revenue.

For many NGBs, particularly smaller organisations, merchandise has been historically difficult to manage, requiring upfront investment, stock handling, and fulfilment - but thanks to new technology, that’s changed.

We recently launched our new merchandising module, powered by Kitlocker’s fulfilment system, which enables NGBs to sell items on-demand, with no admin and no responsibility for stock or shipping. Members place orders directly in the Sport:80 Platform, and products are shipped automatically.

That means 100% of the value is in the brand, not in logistics.

Moreover, even a modest uptake can make a difference. For example, if 200 members purchase a £25 item, that’s £5,000 generated, which can go towards funding new programmes, subsidising events, or investing in new technology.

In a time where financial resilience is critical, this kind of passive income is more than welcome.

You don’t need to be a big brand

One of the biggest misconceptions is that you need to be a household name to sell merchandise, but that’s simply not true.

What you need is a loyal fan base, and every NGB has that.

Your members participate because they genuinely love your sport, and they want to show their pride. In fact, this can often work in favour of smaller NGBs, where tightly-packed and close-knit communities can tend to translate into stronger merchandise uptake.

Your members want to feel like they belong, and merchandise is a simple way to meet that need. With the right tools, it doesn’t require a dedicated marketing team or e-commerce experts - all you need is a bit of initiative.

Making merch work for you

So, where do you start? We’d suggest starting with a handful of core products - hoodies, tees, bags, etc.

Top tip: Don’t be afraid to ask your members what they want. Stick a poll on your Instagram story, they’ll tell you what you should do!

Focus on clean, bold designs using your colours and logo, and promote them via your existing channels (newsletters, social media, events).

Use it as an opportunity to tell a story. What does your sport stand for? What do your members care about? Let your merchandise reflect that.

Whether it’s pride, fun, or performance, your merch can embody your identity.

But most importantly, make it easy. No complicated forms. No manual processing. With Sport:80 Merchandising, your products can be live in days, with zero operational overhead.

It’s more than just a hoodie

Merchandise isn’t just about selling products, it’s about strengthening your community, generating revenue to reinvest back into your sport, and sharing your story with the world.

If you’re considering launching your very own merch, don’t write it off as a distraction. Don’t say “we’re too small for that”. Don’t get tricked into thinking it’s a waste of time. It might just be one of the smartest moves your organisation can make.

Not sure how to get started? We can help! Get in touch to see how the Sport:80 Merchandising Module can support your goals.