Europe Sporting Goods is one of the largest sporting goods manufacturers based in Europe. The company was founded in 1985 in London, England and since then it has established itself as a dominant player in the European sports equipment market. In this article, we will look at Europe Sporting Goods' history, product range, success factors and future plans.
A Brief History
Europe Sporting Goods started operations in 1985 with just 5 employees manufacturing footballs and basketballs on a small scale. Within few years, it started expanding its product range by launching cricket bats, tennis rackets and other sports accessories. By the late 1990s, the company had grown substantially with over 200 employees and a manufacturing plant spread across 50,000 sq feet.
In 2000, Europe Sporting Goods got listed on the London Stock Exchange which helped accelerate its expansion plans. It set up manufacturing hubs in Germany and France catering to the local markets. It also started sponsoring many grassroots and professional sports teams and leagues across Europe to boost its branding. By 2010, Europe Sporting Goods had annual revenues of over 500 million Euros with a presence in over 20 European countries.
Wide Range of Sporting Goods
Europe Sporting Goods manufactures a vast array of sports equipment catering to both amateur and professional players. Some of the key product categories are:
- Balls: Footballs, basketballs, volleyballs, cricket balls etc in different material and pressure levels.
- Rackets & Bats: Tennis, badminton, squash, cricket and other rackets and bats made using various frames and string configurations.
- Protective Gear: Pads, guards, helmets and other protective equipment for sports like football, cricket, basketball, cycling etc.
- Fitness Equipment: Treadmills, exercise bikes, elliptical machines, dumbbells and other popular cardio and strength training equipment.
- Sportswear & Accessories: Jerseys, shorts, sport shoes, bags, gloves and other accessories branded under its label.
- Sports Surfaces: Artificial turfs for football, cricket pitches, basketball courts, tennis court surfaces etc.
Strategies behind Europe Sporting Goods' Success
There are multiple factors that have contributed to Europe Sporting Goods becoming a leading sporting brand over the past 3 decades:
Focus on Innovation: The company invests heavily in R&D to develop new product technologies. It recently launched revolutionary footballs with self-inflating bladders and cricket balls that don't get scuffed easily.
Sponsoring Sports teams: Sponsoring elite teams like Manchester United, Real Madrid and Indian cricket team helped accelerate Europe Sporting Goods' popularity globally.
Omni channel Distribution: Products are available through large sporting goods retail chains, own brand stores, e-commerce sites as well as third party online marketplaces.
Strategic Acquisitions: Acquisitions of rival brands enhanced Europe Sporting Goods' product portfolio and geographical reach exponentially over the years.
Aggressive Marketing: Europe Sporting Goods has extensively promoted itself through TV, print, outdoor and digital advertisements featuring popular athletes and celebrity brand ambassadors.
Future Growth Plans
With steady double digit revenue growth consistently over the past decade, Europe Sporting Goods is eyeing even greater heights in the coming years. Some of the strategic initiatives planned are:
- Entering new product categories like sports nutrition supplements, wearable fitness tech and sports safety equipments.
- Expanding own brand retail stores to 1000 outlets globally in tier 1 & 2 cities by 2025.
- Setting up a state-of-the-art R&D facility in Germany to propel innovation.
- Targeting emerging sports gear markets in Asia, Latin America and Africa through strategic tie-ups.
- Launching its own sporting leagues and tournaments across Europe and globally.
- Strengthening e-commerce capabilities and focus heavily on digital marketing.
With strong fundamentals and aggressive expansion plans, Europe Sporting Goods is well positioned to further consolidate its leadership position in the estimated 100 billion Euro sports equipment market globally. It is set to drive the revolution in sports business and promotion across the world in the coming years.
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