Researching the Sporting Goods Industry

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Students researching the sporting goods industry are looking for trends and data on sports participation, equipment purchases, and customer demographics.  The library carries several electronic and print sources that will provide this data and make it easy to research this growing industry. 

Start by browsing the reports on the National Sporting Goods Association website.  The NSGA is a trade association that has been serving the sporting goods industry since 1929.  Visit the library reference desk and the reference librarians can password you into the NSGA site to start your research.  Once you have access, click on the Research tab to locate data on sports participation and consumer purchases.  The Research section of the site also lets you send a question to “Dan, the Answer Man”, NSGA’s research guru.  Also, take a look at the NSGA’s print publication The Sporting Goods Market in [2010], a compendium of current data on the industry.

It is trials time for new library databases, so students have limited access to the Sport Business Research Network, another excellent source for finding trends and data on the industry.  Go to the HELIN trials page to locate the database.   The SBRnet’s mission is to “provide a continuously updated resource featuring market research and industry news covering all facets of the industry.”  The scope of the information available on this site proves the company accomplishes their mission by providing research, statistics, reports and articles on particular sports; trends (15+ years of data) on sports participation, including NCAA  participation; fan reports (attendance and TV viewing), and much more.  Take advantage of the database now before the trial ends on March 31st.  (The librarians would LOVE to get your feedback on this product!)

Business Source Complete also contains publications with useful information for researching the sporting goods industry, including: United States Sporting & Athletic Goods Manufacturing Industry Report,  United States Sporting & Recreational Camps Industry Report , and   United States Sporting Goods Stores Industry Report.    These reports can all be accessed by title through the journals list.  The Richard K. Miller book Sports Marketing 2011 is also available through the Business Source Complete database.

IBISWorld, an industry database, contains several reports on the sporting goods industry.  Each report supplies a comprehensive overview of the industry segment covered.  Relevant reports include Athletic & Sporting Goods Manufacturing in the United States, Sporting Goods Wholesaling in the U.S., and Sporting Goods Stores in the U.S.
Datamonitor Industry Reports, reports profiling industry performances in individual countries, are available through the Business Source Complete database.  For example, the Sports Equipment Industry Profile: United States (May 2010), includes a market overview, market value and segmentation, market forecast, and competitive landscape for the domestic sporting equipment industry.

Don’t forget to search for articles on the industry from trade journals residing in Business Source Complete, the Proquest Business databases, the Newspapers database, the Entrepreneurship database, and Lexis/Nexis Academic.
Ask a Librarian for help locating information on the sporting goods industry or using any of the library databases.

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