Club Guide: How to Price Club Merchandise

How Community Sports Clubs Should Price Merchandise to Boost Club Income

For community sports clubs, merchandise is more than just selling supporter gear, it’s a powerful tool for fundraising, building identity, and strengthening community engagement. But unfortunately, for many clubs merchandise sales are a missed opportunity. Common issues include the underpricing of merchandise products, offering too many product options, or failing to strategically manage their range (ending up with too much stock). By taking a more intentional approach to pricing, product selection, and how to sell, sports clubs can generate meaningful revenue as well as building community connections and brand awareness.

Underpricing: A Missed Fundraising Opportunity

A common issue among grassroots sports clubs is pricing merchandise too low, often in an effort to be accommodating and affordable for members. While the intention is admirable, it overlooks an important truth: members are typically more than willing to pay a fair price to support their club, especially when they know that revenue from merchandise helps fund essential costs like uniforms, field maintenance, equipment, and junior development programs.

Underpricing not only reduces profit margins but can also send the wrong message about quality. If items are priced too cheaply, members may question the value or longevity of the product. A smart pricing strategy communicates both value and purpose, allowing members to feel good about their purchase while contributing to the sustainability of the club.

How to Price Merchandise Effectively

Pricing merchandise effectively is one of the most important decisions a community sports club can make when aiming to raise funds and keep members engaged. A thoughtful pricing strategy helps you cover costs, maximise income, and position your club brand as something people are proud to wear and support.

The process should start with a clear understanding of your total cost per product. This includes:

• Full product cost (e.g. the garment plus any branding)
• Shipping to your club or to individual buyers
• Transaction and platform fees (if using an internal online store or payment system)
• Packaging or fulfilment costs, if handled internally

Once you’ve established the full cost, it’s common practice to apply a markup of 30–50%. For example, if a hoodie costs the club $40, a final price for members of between $55 and $65 is typical. This gives the club a healthy profit margin while keeping the product affordable for members and supporters. It is also prices the product in-step with similar items members could buy from other retail stores.

Some clubs price premium items (like jackets) with slightly higher margins, while keeping entry-level items more accessible.

A key tip is to use psychological pricing, round numbers and prices just below a whole figure (e.g. $49.95 instead of $50) often feel more attractive to buyers and can boost sales.

It’s also important to consider how pricing aligns with perception of value. If you’re offering high-quality garments with thoughtful design and consistent branding, members will expect, and accept, a higher price. Conversely, lower-cost items can help drive volume, especially when you're introducing merchandise to a new group or looking to outfit a large number of your supporters. 

Choosing the Right Products for Profit and Appeal

The products you choose to include in your range directly influence your ability to price effectively.  Some products offer more profit potential and sales consistency than others. Here’s how to select wisely:

• High-volume staples: Items like hoodies, polos, and t-shirts often make up the bulk of sales and offer solid margins. These should be your flagship items: well-branded, good quality, and in stock or pre-orderable all season.
• Low-cost impulse buys: Think caps, stubby holders, drink bottles, or socks. These items are ideal for rounding up orders and appeal to all ages. Their lower price point makes them an easy “add-on” at checkout.
• Premium or seasonal items: These may include wet-weather or heavy winter jackets, sports bags, or training kits. These are ideal for pre-orders or as part of a limited release. Because they have a higher perceived value, they can be priced at a higher margin with less concern over price sensitivity.

Also consider the visibility and wearability of products. Items that members wear frequently (like hoodies or hats) serve as walking promotion for the club and are worth prioritising over niche items that might only be used occasionally.

How Larger Clubs Approach Merchandise Pricing

While community clubs operate on a smaller scale than professional teams (and usually with volunteer resources), there’s a lot to learn from how larger clubs price and position their merchandise:

Brand equity influences pricing: Professional clubs often price merchandise based on the strength of their brand. Fans are willing to pay more because the emotional connection is so strong. Community clubs can use the same principle by strengthening their club identity. When people are proud of their club, they’ll pay a bit more to represent it.

• Tiered product ranges: Big clubs often have clear tiers in their range: budget-friendly basics, standard club gear, and premium lifestyle products. This caters to a wide demographic, from kids and parents to corporate supporters. Community clubs can mirror this with tiered pricing and a clear distinction between core gear and special releases.
• Licensing and exclusivity: Limited runs of exclusive designs or anniversary editions often justify higher price points. Community clubs can adopt a similar strategy, e.g. by offering “one-time” items that create urgency and drive up perceived value. These can be tied to finals series, milestones, or club anniversaries.
• Professional presentation: How the product is marketed can impact what people are willing to pay. Large clubs use professional photos, lifestyle shots, and strong digital presence to present merchandise as more than just sportswear, it’s part of their fan’s identity. Community clubs can elevate pricing by improving visual presentation online and in marketing. Ask your merchandise supplier to help you with this, they should be happy to provide design support that will help you sell your products.
• Flexible fulfilment and pricing tools: Larger clubs often integrate eCommerce platforms that allow for dynamic pricing, discount codes, bundle pricing, and real-time stock visibility. Community clubs can work with suppliers who offer similar tools, helping them automate pricing adjustments, clearance sales, and promotions based on demand or stock levels.

By blending these professional approaches with grassroots sensibility, local sports clubs can strike the right balance between value, community pride, and sustainable income.

Keep the Range Simple and Focused

One of the biggest traps clubs fall into is offering too many merchandise options. While variety might seem appealing, it often leads to buyer confusion, slow-moving inventory, and inconsistent branding. A cluttered merchandise range can also dilute the visual identity of the club, with players and supporters wearing mismatched or outdated designs.

Instead, focus on a tight selection of 4–6 core items that have wide appeal. These might include a playing top, supporter tee, hoodie, hat, and a few accessories. Keep designs consistent in colour and branding to build a strong, unified look across the club. A streamlined range also simplifies ordering, storage, and reordering, saving club volunteers valuable time and reducing financial risk. 

Managing Stock: Reduce Risk and Increase Flexibility

One of the most common logistical challenges for community sports clubs is holding and managing physical stock. Overstocking leads to cash being tied up in unsold items, while understocking risks missing out on sales. The best way to avoid both pitfalls is to work closely with your merchandise supplier to minimise the stock held by the club while still maximising availability.

Techniques such as pre-orders (where members order and pay upfront) allow the club to only purchase what’s needed, eliminating excess inventory. Many modern merchandise suppliers offer outsourced online stores, which are branded with the club’s colours and logo, where members can order directly. These stores handle production, payments, and distribution, removing the administrative burden from volunteers.

This approach ensures that the club benefits from sales without the risk of leftover stock, while giving members the convenience of online shopping, and still giving the club income from the sales.

Managing Overpricing and Slow-Moving Stock

If a product isn’t selling, don’t panic. Overpricing can happen, but it’s also an opportunity for strategic promotions. Running a time-limited sale, offering bundle deals (e.g. hoodie + hat for a discounted price), or promoting items during a club event or fundraiser can breathe new life into unsold stock. Having a strong initial markup allows room for these tactics without sacrificing your bottom line.

Remember, discounting doesn’t devalue your merchandise! It gives you a chance to create urgency, move inventory, and increase member satisfaction. Consider tying discounts to special occasions like club anniversaries, finals series, or registration  weekends. Use it as an opportunity to encourage all members to come to your grounds wearing at least one item of club merchandise.

Create Value Through Quality and Community Involvement

Perceived value is about more than price. Members are more likely to buy, and keep wearing, merchandise that feels high quality, looks professional, and aligns with their sense of pride in the club. Investing in better-quality garments and working with a reliable supplier pays off in the long term.

Engaging the community in the design process also creates emotional investment. Let members vote on styles, colours, or slogans. When people have a say, they’re more likely to wear and promote the gear, turning them into ambassadors for the club. 

Final Thoughts

Merchandise can be a powerful and reliable income stream for community sports clubs, if done strategically. By setting smart price points, simplifying the range, reducing stock risks, managing promotions wisely, and focusing on quality and unity, clubs can boost income, reduce hassle, and foster a stronger sense of belonging among members.

Taking the time to build a smart merchandise plan doesn’t just increase funds, it increases pride in the badge.

Most important of all, start small and ask for help! At KPI Sports we are always happy to provide ideas and suggestions for a club looking to improve its merchandise sales, whether you are a customer or not. Reach out to our team to learn more or if you have any merchandise questions.

Click here to download a PDF version of this report to share with your Club Committee.