Key Insights
Essential data points from our research
College-branded apparel generated over $4.6 billion in sales in 2022
The NCAA’s licensing program includes more than 1,100 schools, generating millions annually in merchandise sales
Over 70% of college students purchase branded apparel during their time in school
Sales of collegiate merchandise increased by 4.5% in 2022 compared to the previous year
Nike holds licensing agreements with over 300 NCAA institutions, making it the largest college apparel supplier
85% of alumni report they are likely to buy college apparel during football season
College football programs account for roughly 50% of total collegiate apparel sales
Women make up 55% of consumers who buy college apparel online
The average order value for online college apparel purchases is $68
Amazon is the largest online retailer of college-branded merchandise in the U.S.
Licensing revenue from University of Alabama merchandise exceeded $12 million in 2022
Nearly 60% of college apparel sales in the U.S. occur during the fall semester
LSU reported a 25% increase in apparel sales after their 2023 NCAA women’s basketball championship
Consumer Behavior & Demographics
- Over 70% of college students purchase branded apparel during their time in school
- 85% of alumni report they are likely to buy college apparel during football season
- Women make up 55% of consumers who buy college apparel online
- The average order value for online college apparel purchases is $68
- Nearly 60% of college apparel sales in the U.S. occur during the fall semester
- Over 65% of buyers of college merchandise report purchasing due to team pride
- Nearly 80% of college apparel buyers are under the age of 45
- 43% of college apparel consumers prefer hoodies over t-shirts
- 58% of college students reported buying school merchandise as gifts
- 62% of Gen Z consumers say they are more likely to purchase apparel from current student-athletes
- College-branded socks saw a 12% rise in popularity in 2023 merchandise reports
- Nearly 1 in 4 college apparel purchases are made by non-alumni fans
- The average college student owns five pieces of branded apparel
- 72% of online college merchandise purchases are done via mobile devices
- Limited-edition college merchandise can sell out in under 30 minutes online
- 44% of college merch buyers say discounts influence their purchase decisions
- 31% of high school seniors report college merchandise as a factor in school choice
- 54% of parents buy college apparel to support their student's school
Interpretation
College apparel isn't just fashion—it's a multi-generational badge of pride, fandom, and impulse buys made on mobile, where hoodies and school spirit move faster than limited-edition kicks.
Institutional Participation & Market Reach
- The NCAA’s licensing program includes more than 1,100 schools, generating millions annually in merchandise sales
- Nike holds licensing agreements with over 300 NCAA institutions, making it the largest college apparel supplier
- Amazon is the largest online retailer of college-branded merchandise in the U.S.
- Fanatics handles over 80% of online college apparel sales through its network
- Nearly 30% of college merchandise is sold via campus bookstores
- Target and Walmart account for 12% of brick-and-mortar college apparel sales
- Adidas maintains licensing deals with over 75 NCAA schools
- Over 450 colleges participate in GreenSeal’s sustainable merchandise program
Interpretation
In the high-stakes game of college apparel, Nike wears the crown, Amazon ships the wins, Fanatics coaches the clicks, and even as sustainability earns varsity letters, campus bookstores and big-box retailers still fight hard for a piece of the merch madness.
Licensing & Partnerships
- Average college logo trademark licensing income per school is $1.5 million annually
- Ohio State University generated $17.6 million in royalty income from merchandise in fiscal year 2022
- The University of Texas leads the Big 12 in apparel licensing revenue
- Notre Dame ranks among the most profitable in licensing revenue per fan
- Over 90% of Power Five schools have exclusive retail or merchandising partners
Interpretation
In the high-stakes fashion game of higher education, college logos aren't just school spirit—they're million-dollar brands, with schools like Ohio State and Texas proving that a winning wardrobe can rival a winning record.
Product Categories & Innovation
- Nearly 40% of collegiate licensed products sold during March Madness are apparel items
- College apparel accounts for 35% of total NCAA-licensed product sales
- E-sports team gear is emerging, making up 3% of collegiate merchandise in 2023
- More than 10,000 SKUs of college merchandise are available on Amazon alone
Interpretation
While college fans may lose their voices cheering during March Madness, nearly 40% of them are keeping their loyalty loud and clear by wearing it—proving that in the game of school spirit, fashion is a full-contact sport.
Sales Performance & Revenue Growth
- College-branded apparel generated over $4.6 billion in sales in 2022
- Sales of collegiate merchandise increased by 4.5% in 2022 compared to the previous year
- College football programs account for roughly 50% of total collegiate apparel sales
- Licensing revenue from University of Alabama merchandise exceeded $12 million in 2022
- LSU reported a 25% increase in apparel sales after their 2023 NCAA women’s basketball championship
- The University of Michigan ranks among the top 5 in U.S. for licensed merchandise sales
- Rise in NIL deals led to a 7% increase in personalized college jersey sales in 2023
- Clemson University apparel sales jumped 18% in 2021 after football playoff appearances
- Sales for sustainable college apparel grew 13% in 2022
- Eco-friendly apparel represents 9% of total collegiate merchandise sold
- Homecoming events drive a 25% increase in college gear sales week-over-week
- More than 25% of college apparel revenue comes during bowl season
- Black Friday week contributes up to 18% of annual college merchandise sales
- University of Kentucky ranks top 10 nationally in per capita merchandise sales
- Custom name-and-number jerseys have seen a 200% year-over-year sales increase
- Florida State University earned $10.4 million in merchandising royalties in 2022
- UCLA’s entry into the Big Ten is expected to boost their merchandise revenue by 15%
- North Carolina Tar Heels men’s basketball gear is top-five nationally in apparel sales
- College merchandise is a $4.5 billion industry annually in the U.S.
- Fanatics processed over 30 million college gear orders in 2022
- NCAA March Madness apparel sales rose 22% year-over-year in 2023
- College World Series drives a 19% spike in participating schools' gear sales
- Auburn’s online apparel sales rose 28% year-over-year in 2022
- The SEC leads all conferences in average merchandise revenue per team
- Pop-up and gameday merchandise shops boost sales by 35% on average
- College bookstores reported a 16% increase in hoodie sales in 2023
- Personalized graduation apparel sales rose 21% in Spring 2023
- HBCU apparel sales marked a 35% growth from 2021 to 2023
- Vintage college apparel sales rose 27% on resale platforms in 2022
- Official college merchandise accounts for 94% of school revenue from trademark products
- USC’s move to Big Ten spurred a 12% year-over-year increase in September apparel sales
- College-themed pet apparel grew 18% YoY, reaching $12M market size in 2023
Interpretation
College-branded apparel isn’t just spirit wear—it’s a $4.6 billion juggernaut where touchdowns, title wins, and TikTok-fueled NIL deals turn sweatshirts, dog hoodies, and customized jerseys into serious business.
