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"When you invest in a jersey, that means you really appreciate that person, their character, and what they bring to the game," Krieger said. Sports Innovation Lab estimates the women's sports merchandise industry is worth $4 billion — conservatively. People simply don't know where to find merchandise — 32% of fans reported having an issue finding a seller for women's sports merchandise compared to just 18% of fans looking for men's, according to Sports Innovation Lab's 2024 Women's Sports Merchandise Survey. But while big brands are making strides in partnering with women's professional teams to create merchandise, the women's sports merch buying experience is still lacking. Building the women's game takes an ecosystem of collaboration involving fans, athletes, leagues, team sponsors, and retailers.
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