De Rossi - Italy (
De Rossi - Italy (

FIGC sells more Italian football team products in the USA than in Italy. The data highlight that 22% of the 2015 merchandising landed in the United States while 18% remained in Italy, and 9% went to France. It’s interesting to know that 82% of the Italian football team products are sold abroad. Seven percent of the FIGC-PUMA products are sold in the United Arab Emirates, the foreign market more tied to the Italian national football team right after the USA and France.

FIGC’s 2015 commercial revenue from advertising and sponsorships reached €40 million. According to the statements released, FIGC and the German company signed a €20 million per year new sponsorship-deal. The Italian football team became the sixth most supported team from its technical sponsor.

As explained by the Federation in the Integrated Report presented today in Milan, PUMA will provide the jerseys to the national team but the German company also renewed “the right to the Master License in exclusive” in order to actively manage the entire FIGC portfolio of brand products.

Percentage of net sales FIGC-Puma products - Source FIGC
Percentage of net sales FIGC-Puma products – Source FIGC

In the football report 2016 the Italian football federation carefully explained what the supporters of the national team buy around the world. 57% of sales of sports kit Puma replica are made in Italy while other products are more popular in the United States. In the UK, where the Italian football team trades 6% of the products, 81% of the kit replica is sold.