How top UK sports team online stores are maximising direct sales
- We share five ways sports team online stores can boost sales, based on insights from our Sports Teams & Clubs DTC Benchmarking Study 2025.
- Sports teams such as Manchester City and Team GB utilise online exclusives, personalised products and more to encourage shoppers to buy direct
- Unique and meaningful product offerings boost sales while also creating deeper emotional connections with fans
With increasing competition from retailers and third-party marketplaces, UK sports teams and clubs are finding creative ways to strengthen their direct-to-consumer (DTC) offerings. Not only are these differentiation tactics excellent at boosting sales, but they also deepen fan loyalty and give sports teams greater control over these additional revenue streams. Here are five standout examples of top UK sports team online stores and how they’re utilising unique products and features to encourage fans to shop direct.
1. Manchester City: Seasonal/Special Promotions
Manchester City excels at leveraging big moments to drive sales - evident in the recent discount on kits featuring Erling Haaland’s name cleverly timed to coincide with his contract extension. By launching promotions alongside key events or moments of significance, sports teams can capitalise on fans’ already piqued interest.
Why it works: by tapping into fan emotions during a milestone moment, Manchester City creates an irresistible call to action for fans wanting to celebrate their favourite player (and at a discounted rate!).
2. Wimbledon: Collectible Items
The official Wimbledon store offers collectible items available only through its website, giving fans a unique opportunity to connect with the club and build a collection that holds personal meaning. This approach adds an element of fun to the shopping experience and keeps fans engaged by having new items to look forward to.
Why it works: through providing a more personal and dynamic way to shop with the brand, Wimbledon strengthens the loyalty of its fans and fosters long-term engagement.
3. Team GB: Online Exclusive Products
Team GB expertly sparks engagement by launching products exclusive to its online site. These often limited-edition products, like the recent TGB x Adidas collection, create a sense of exclusivity and urgency that motivates fans to make a purchase.
Why it works: by offering fans a product they can’t find anywhere else, Team GB hugely incentivises fans to buy direct goes a long way in building connection and long-term engagement with its most loyal fans.
4. Wigan Warriors: Product Personalisation
English rugby club Wigan Warriors showcase how personalised products can boost sales for sports team online stores. The club offer a range of branded products that can be personalised with the customer’s name and provides a way for them to show their devotion to the sports team turning a simple purchase into a cherished keepsake.
Why it works: this personal touch allows fans to feel a deeper emotional connection with their favourite sports club and show their allegiance.
5. Lord’s: Interesting Collaborations
Lord’s Cricket Ground perfectly demonstrates how to use collaborations to capture consumer attention, coming together with the iconic brand Monopoly to create a special edition Lord’s board game.
Why it works: The unique Lord’s Monopoly game appeals to both long-term cricket fans while also attracting board game enthusiasts, broadening the brand’s audience reach and helping to boost sales.
Each of these examples highlights how UK sports teams are using creativity and exclusivity one their online stores to stand out in a highly competitive market. By offering fans a unique and meaningful way to connect with their favourite team, the brands not only influence consumers to buy direct but also build stronger bonds with their fans.
Want to elevate the digital experience of your sports team’s online store? Inviqa’s experts can help you craft a winning DTC strategy tailored to your audience. Get in touch with us today to start the conversation.
