Europe Sporting Goods Market Analysis & Forecast: 2025-2032

Europe Sporting Goods Market Size and Forecast – 2025 to 2032

Europe Sporting Goods Market is estimated to be valued at USD 187.23 Bn in 2025 and is expected to reach USD 296.74 Bn in 2032, exhibiting a compound annual growth rate (CAGR) of6.8% from 2025 to 2032.

Key Takeaways

• By Product Type, Football acquired the prominent share of 20% in 2025 as E-commerce and Omnichannel Retailing.
• By Country, Germany holds the largest market share of 35% in 2025 as Emphasis on Sustainability and Eco-Friendly Products.

Market Overview

Increasing obesity prevalence, rising health, and fitness awareness, rising intake of processed foods, rising disposable income, and growing popularity of sports activities among the general population are some of the primary factors positively influencing the Europe Sporting Goods Market demand.

Current Events and Its Impact

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Role of AI (Artificial Intelligence) in Europe Sporting Goods

The role of AI in Europe’s sporting goods sector is increasingly transformative, driving innovation across product development, performance enhancement, and consumer experience. AI-powered tools offer athletes real-time feedback on technique and biomechanics, improving training efficiency and injury prevention. SportAI, a B2B sports tech company, has secured €1.6 million in seed funding led by Skyfall Ventures. The company uses AI, machine learning, computer vision, and biometric tech to analyze players' techniques in real-time—such as golf, tennis, or padel swings—and provides instant, personalized feedback. Their system compares an individual’s technique against thousands of players, including professionals, delivering precise written and visual analysis to enhance performance.

Segmental Insights

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Europe Sporting Goods Market Insights, by Product Type -  Football contributes the highest share of the market owing to its Grassroots and Youth Development Programs

Football is the dominant sport in Europe and contributes the highest share to the region’s sporting goods market. Its widespread popularity across countries like the United Kingdom, Germany, Spain, Italy, and France drives consistent demand for football-related equipment, apparel, and accessories. Major football events, such as the UEFA European Championship and domestic league seasons, boost sales of merchandise, including jerseys, boots, and training gear. The growth of women’s football has also expanded the consumer base, contributing to increased sales in recent years. Clubs and leagues invest heavily in marketing and fan engagement, further stimulating demand for sporting goods associated with the game.

Country Insights

Germany Sporting Goods Market Trends

The German sporting goods market is undergoing a significant transformation, driven by rising sustainability awareness, health consciousness, and digital innovation. Consumers increasingly demand eco-friendly products, prompting brands to use recycled materials and adopt ethical manufacturing practices. Shoppers are actively choosing wearables and app-connected fitness equipment to gain real-time, data-driven performance insights. Retailers are also embracing hybrid models by integrating immersive in-store experiences with seamless e-commerce platforms, enhancing convenience and engagement across the customer journey. For Instance, in November 2022, Decathlon Germany is launching a "Buy Back" program for used goods in select cities. For the first time, the sporting goods retailer and manufacturer is actively purchasing pre-owned sports equipment, inspecting and/or repairing it, and reselling it to customers.

Spain Sporting Goods Market Trends

Technological advancements and shifting consumer preferences are rapidly transforming Spain's sporting goods industry. Health-conscious customers are driving up demand for home exercise equipment and gym accessories as they seek adaptable solutions for their wellness routines. Simultaneously, consumers are embracing athleisure, favoring apparel that blends style and functionality to suit their active, modern lifestyles.

In October 2024, GXO Logistics, Inc., the world’s leading pure-play contract logistics company, announced a strategic partnership with Forum Sport, a top distributor of sports equipment. Under this collaboration, GXO will manage B2B and B2C order fulfillment, distribution, returns, and other value-added services from two warehouses situated in Vitoria and Basauri, in northern Spain.

France Sporting Goods Market Trends

Major sporting events, evolving consumer preferences, and technological breakthroughs are rapidly transforming France's sporting goods market. Health-conscious consumers are driving demand for home sports accessories as they seek flexible solutions for their wellness routines. Tech-savvy shoppers are also fueling the rise of wearable technology and smart sports gear, pushing the industry toward greater technological integration. Apart from this, the growing adoption of ski as a sport is also acting as one of the major growth-inducing factors. For instance, French sports brand Decathlon has launched Adult Ski Socks featuring Celliant infrared technology from Hologenix.

Switzerland Sporting Goods Market Trends

The market for athletic products in Switzerland is developing as a result of shifting consumer habits, health consciousness, and technology breakthroughs. With innovations like smart golf clubs and IoT-enabled golf equipment becoming more and more popular among fitness enthusiasts, there is an increasing need for smart sports equipment. Increased sales have been reported by retailers like Intersport, who attribute this to shop expansions and digital momentum. The need for natural ingredients and plant-based products is also driving expansion in the sports nutrition industry. For Instance, in December 2022, Moncler has launched an updated Grenoble line, focusing on dynamic, high-tech skiwear.

End-user Feedback and Unmet Needs in the Europe Sporting Goods Market

End-user Feedback and Unmet Needs

Demand for Personalized Products

Consumers increasingly seek personalized sporting goods tailored to their size, style, and performance needs. However, many brands still offer limited customization options, especially in mass-market channels. This gap presents an opportunity for companies to enhance user satisfaction by integrating AI-driven personalization tools into product design and retail experiences.

Need for Greater Sustainability Transparency

Eco-conscious users want sustainable products, but they also demand transparency about materials, sourcing, and manufacturing practices. Many brands fail to clearly communicate their environmental impact, leaving consumers skeptical. Improving traceability and labeling of sustainable goods can build trust and align with rising environmental values among European consumers.

Frustration with Inconsistent Sizing and Fit

A common complaint in online sporting goods purchases is sizing inconsistency, especially for footwear and apparel. Poor fit leads to returns and dissatisfaction. Customers are calling for standardized sizing charts, better product descriptions, and virtual try-on technology to reduce friction and improve confidence in online purchases.

Market Report Scope

Europe Sporting Goods Market Report Coverage

Europe Sporting Goods Market Trend

Growth of Eco-Friendly and Sustainable Products

European consumers are increasingly prioritizing sustainability in their purchasing decisions. This has driven sporting goods manufacturers to adopt recycled materials, reduce carbon footprints, and implement circular economy models. Eco-conscious brands that emphasize transparency and green innovation are gaining competitive advantages. Government regulations and consumer advocacy continue to reinforce the demand for ethically produced, environmentally friendly products in the market.

Surge in Smart and Connected Sports Equipment

Technology is reshaping the sporting goods landscape across Europe. Smart equipment—like fitness trackers, connected wearables, and app-integrated gear—are now in high demand. Athletes and fitness enthusiasts prefer products that offer real-time analytics, biometric tracking, and performance optimization. This trend is further supported by increasing health awareness and tech-savvy consumers seeking personalized and data-driven training experiences.

Europe Sporting Goods Market Opportunity

Rising Demand for Home Fitness Solutions

The shift toward home-based fitness presents a major opportunity for sporting goods brands. Consumers continue to invest in home gym equipment, virtual training platforms, and compact workout gear. This trend, fueled by hybrid work models and wellness priorities, opens doors for companies to offer innovative, space-saving, and tech-enabled products that cater to convenience, privacy, and long-term health goals in the home environment.

Europe Sporting Goods Market News

• In June 2025, the European Union and the Council of Europe launched their joint initiative, “Sport For All: Promoting Inclusion and Combating Discrimination Against Persons with Disabilities.” This project underscores their shared dedication to fostering inclusive societies by leveraging the power of sport.
• In March 2025, Porsche launched the Porsche eBike Sport 2025 across Europe and North America. Designed for light trails and road use, this latest model features an ultra-light carbon frame and a Shimano drivetrain.
• In July 2024, Skechers unveiled Harry Kane’s signature soccer cleats ahead of Euro 2024.

Analyst Opinion (Expert Opinion)

• The Europe sporting goods market is at a critical inflection point, where innovation and sustainability are no longer optional but essential for survival. Brands that fail to embrace circular design and technology integration risk rapid obsolescence.
• Equally, the tech-led transformation is reconfiguring product expectations. The surge in demand for smart equipment isn’t just a trend—it’s a consumer mandate. Consider Suunto’s AI-integrated multisport GPS watches, or Adidas’s GMR insoles, which combine football gear with real-time performance tracking via mobile apps. These are not gimmicks; they’re becoming the standard. If legacy brands don’t rapidly integrate digital experiences, they’ll lose market share to startups that offer seamless tech-enhanced fitness ecosystems.
• Meanwhile, distribution strategy remains fragmented. Retailers like Intersport Deutschland opening 100+ new stores show there is still value in physical retail—if it is experience-driven and digitally integrated. However, many legacy retailers fail to bridge the gap between their online and offline touchpoints, leading to cart abandonment and customer churn. A unified omnichannel experience is now the benchmark, not the aspiration.
• Apart from this, underserved consumer segments—such as women in niche sports and adaptive athletes—continue to present an untapped opportunity. Despite rising female participation in sports like combat fitness and cycling, product lines remain male-centric in design and performance metrics. Ignoring this is not only a moral oversight but a commercial failure.
• In conclusion, Europe’s sporting goods market rewards boldness. Brands that innovate with intent, build circularity into their DNA, and serve diverse consumer needs with precision will define the next era of growth. Everyone else will be relegated to the clearance bin—digitally and literally.

Market Segmentation

• Europe Sporting Goods Market, By Product Type
• • Football
    • Apparel
    • Equipment
    • Shoes 
  • Team sports
    • Apparel
    • Equipment
    • Shoes 
  • Tennis
    • Apparel
    • Equipment
    • Shoes 
  • Bike sports
    • Apparel
    • Equipment
    • Shoes 
  • Racket sports
    • Apparel
    • Equipment
    • Shoes 
  • Outdoor Sports
    • Apparel
    • Equipment
    • Shoes 
  • Fitness
    • Apparel
    • Equipment
    • Shoes 
  • Running
    • Apparel
    • Equipment
    • Shoes 
  • Water sports
    • Apparel
    • Equipment
    • Shoes 
  • Winter sports
    • Apparel
    • Equipment
    • Shoes 
  • Golf
    • Apparel
    • Equipment
    • Shoes 
  • Other sports
    • Apparel
    • Equipment
    • Shoes 
• Europe Sporting Goods Market, Country
  • Germany
  • France
  • Italy
  • Spain
  • Austria
  • Netherlands
  • Switzerland
  • Rest of the Europe
• Company Profiles
  • Adidas AG 
  • Nike, Inc.
  • Under Armour, Inc.
  • PUMA SE
  • Amer Sports
  • Odlo
  • Hammer Sports
  • Polar Electro
  • KETTLER
  • WaterRower

Sources

Primary Research interviews

• Industry experts and executives from leading sporting goods manufacturers and retailers in Europe
• Sports technology innovators and product designers
• Retail managers from major European sports chains and e-commerce platforms

Databases

• Eurostat (European Union statistics)
• World Bank Open Data
• European Environment Agency datasets
• International Trade Centre (ITC) Trade Map

Magazines

• SportsPro Media
• Runner’s World Europe
• Outdoor Magazine
• Sportswear International

Journals

• Journal of Sports Sciences
• International Journal of Sports Marketing and Sponsorship
• European Sport Management Quarterly
• Journal of Sustainable Fashion and Textiles

Newspapers

• Financial Times (Europe Business section)
• The Guardian (Sport and Environment sections)
• Süddeutsche Zeitung (Sports Business coverage)
• Le Monde (Sport économique)

Associations

• European Sporting Goods Manufacturers Association (ESGMA)
• European Outdoor Group (EOG)
• Union of European Football Associations (UEFA)
• European Cycling Federation (ECF)

Public Domain sources

• European Commission Reports on Sustainable Industry
• World Health Organization (WHO) reports on physical activity in Europe
• Open-access scientific repositories (e.g., PubMed Central)
• National statistical offices of Germany, France, UK, Italy, and Spain

Proprietary Elements

• CMI Data Analytics Tool, and Proprietary CMI Existing Repository of information for last 8 years