Sports Merch: Tips for Making Team Swag Look Professional

Nick Briscoe
January 10, 2024

Whether you're part of a sports team, a music band, or a corporation, merchandise or "merch" is an essential aspect of promoting your brand and creating a sense of unity among fans and members. From apparel and accessories to promotional items, merch is a way to express your team spirit while keeping your brand at the forefront of the minds of your target audience. In this article, we'll discuss tips for making your team swag look professional, along with some examples of successful merchandise.

1. Choose the Right Products

When it comes to merch, not all items are created equal. The key is to choose the right products that align with your brand and resonate with your audience. Some popular options for sports merch include:

Custom athletic socks: These are a great example of sports team swag, as they offer easy sizing, high quality, quick turnaround, low minimums, and fully custom design.

Apparel: T-shirts, hoodies, jerseys, and hats are all classic options for team merch.

Accessories: Keychains, magnets, pins, and wristbands can make for great souvenirs and giveaways.

Promotional items: Water bottles, tote bags, and stadium cushions are practical items that can be customized with your team's logo and colors.

2. Prioritize Quality

When it comes to merch, quality is crucial. Investing in high-quality materials and production methods will result in products that not only look great but also last longer, which is essential for maintaining a professional image. This includes selecting reliable manufacturers and suppliers, and ensuring that your merch is made using durable materials and printing techniques that will stand the test of time.

3. Develop a Strong Visual Identity

According to 99designs, “brand identity describes who a brand is on the inside whereas visual identity expresses who a brand is on the outside.” Your team's visual identity is a critical aspect of creating professional-looking merch. This includes:

Logo: Your team's logo should be crisp, easy to read, and adaptable to various merch items.

Colors: Select a cohesive color palette that represents your team and can be easily incorporated into various products.

Typography: Choose a font or typeface that is legible and complements your team's logo and colors.

A group of excited sports fans at a tailgate with confetti and branded merch

4. Plan Your Merchandise Strategy

A well-planned merchandising strategy is crucial for maximizing your team's exposure and revenue potential. This includes:

Product selection: Choose a variety of products that cater to different preferences and budgets.

Pricing: Offer items at various price points to accommodate fans with different budgets.

Inventory management: Keep track of your inventory levels to ensure you always have enough stock on hand to fulfill orders.

Marketing: Promote your merch through social media, email campaigns, and in-person events to raise awareness and drive sales.

Distribution: Select efficient and cost-effective shipping methods and carriers to ensure your products reach your fans in a timely manner.

5. Create an Engaging Online Merch Store

According to Grit, an online merch store “can make just over $63,000 in monthly revenue in three months. While at one year, they can average $127,000 in monthly revenue, and after three years, they are ready to churn out an average monthly revenue of $352,000, an increase of over 175% between year one and year three.”

An online merch store is a fantastic way to reach a wider audience and generate additional revenue for your team. Some tips for creating an engaging online store include:

User-friendly design: Make it easy for fans to navigate your store and find the products they're looking for.

High-quality product images: Showcase your merch with clear, well-lit photos that accurately represent the products.

Detailed product descriptions: Provide detailed information about each item, including materials, sizing, and care instructions.

Secure payment options: Offer a variety of secure payment methods to accommodate different preferences and ensure a smooth checkout process.

Customer reviews: Encourage fans to leave reviews on your products to build trust and credibility.

6. Offer Exclusive and Limited-Edition Merch

Creating exclusive or limited-edition merch can generate excitement among fans and encourage them to make a purchase before the items sell out. This could include:

Collaborations with other brands or artists: Partner with other brands or artists to create unique, co-branded merch items.

Seasonal or event-specific items: Offer merch that celebrates holidays, special events, or milestones in your team's history.

Limited-edition product runs: Produce a limited number of a certain item and promote it as a collector's item or exclusive offering.

7. Utilize Promotional Merchandise

Promotional merchandise is an effective way to increase brand awareness, generate leads, and engage with your audience. Some examples of promotional sports merch include:

Giveaways: Offer free items, such as branded water bottles, keychains, or tote bags, at events or through social media contests.

Sponsorships: Partner with local schools, clubs, or organizations to provide branded uniforms, equipment, or other items in exchange for advertising opportunities.

Corporate merchandise: Create custom merch for employees and clients to foster a sense of unity and pride in your team.

Devoted soccer fans for Argentina cheering on their favorite team at a bar

8. Learn From Successful Merch Examples

Studying the merch strategies of successful teams and brands can provide invaluable insights and inspiration for your own merch efforts. Some notable examples include:

Concert and tour merch: Music artists often offer exclusive, limited-edition items for fans attending their concerts or following them on tour.

Celebrity merch: Many celebrities have successfully launched their own merch lines, utilizing their personal brand and fan base to drive sales.

Gaming merch: Video game developers often release branded merchandise to capitalize on the popularity and loyalty of their fans.

9. Continuously Improve and Update Your Merch Offering

Staying up-to-date with the latest trends and customer preferences is essential for maintaining a successful merch line. Regularly review your product offerings, sales data, and customer feedback to identify areas for improvement and opportunities for new products.

10. Foster a Community Around Your Merch

Creating a sense of community among your fans can help drive loyalty and increase the likelihood of repeat purchases. Encourage fans to share photos of themselves wearing or using your merch, and engage with them on social media. This not only helps spread the word about your team and products but also strengthens the connection between your fans and your brand.


In conclusion, creating professional-looking sports merch involves a combination of quality materials, strong visual identity, strategic planning, and ongoing improvement. By following these tips and learning from successful examples, your team can enhance its brand image and generate additional revenue through merch sales.

Nick Briscoe
January 10, 2024