Sports goods and equipment market in Europe: size, suppliers and public contracts
Market size and key facts
In 2025, public buyers in 30 European countries awarded 1,226 supply contracts for sports goods and equipment through award notices on TED; the 680 of them that state a value (55.5%) add up to €130 million. EU countries together imported €11.2 billion of goods in the customs headings matched to sports goods and equipment in 2025 (Eurostat Comext, HS 9506; sum of national imports, trade between EU countries included; all buyers, not only public ones), up 21.1% from 2023.
- Since November 2023, 1,279 companies have won 3,318 public supply contracts for sports goods and equipment in 30 European countries, in 1,674 award notices from 1,057 public buyers.
- 3.9% of these awards went to a company registered in a different country from the buyer; the most frequent foreign origin is Czechia.
- The five companies that win most often hold 9% of all awards across Europe.
- 32.7% of the awards whose notice states the number of tenders received a single bid.
In proportion
All public purchasing in the EU-27 — general government spending on goods, services and investment, the measure the OECD and the European Commission use for public procurement — came to €2.93 trillion in 2025, 15.5% of GDP (Eurostat). Award notices on TED cover only the contracts above the EU thresholds, so they show who wins, not the whole of that spending.
Source: Eurostat, government finance statistics (gov_10a_main, gov_10a_exp) and GDP (nama_10_gdp), retrieved 9 November 2026.
Updated · counted daily from contract award notices on TED and Eurostat international trade data · figures as JSON · free to quote with attribution (CC BY 4.0)
How to cite: Cresques, "Sports goods and equipment market in Europe", https://cresques.com/markets/europe/374-sports-goods-and-equipment, from TED contract award notices (© European Union) and Eurostat Comext, updated 13 November 2026. Licence: CC BY 4.0.
CPV group 374 across the EU, Norway, Iceland and Liechtenstein: how much public buyers award, who wins, where from, and how the market splits by country.
The market in numbers
Public supply contracts in Europe: award notices published on TED from 2023-11 to 2026-11, by publication year.
- Contracts awarded
- 3.3K
- in 1.7K award notices
- Awarded value
- €448.1M
- from 66% of awards with a published value
- Winning companies
- 1.3K
- with at least one award
- Public buyers
- 1.1K
- hospitals, cities, agencies
Table view
| Nov–Dec 2023 | 55 |
| 2024 | 1,026 |
| 2025 | 1,226 |
| 2026 | 1,011 |
Table view
| Nov–Dec 2023 | €5M |
| 2024 | €188.8M |
| 2025 | €129.8M |
| 2026 | €124.5M |
- Other88
Table view
| Cities, regions and central administration | 1,731 |
| Armed forces and defence agencies | 436 |
| Universities, schools and research | 363 |
| Hospitals and health services | 220 |
| Police, fire services and prisons | 186 |
| Culture, sport and religion | 142 |
| Urban transport operators | 107 |
| Environment and waste | 44 |
| Other | 88 |
- France605216 companies
- Spain436164 companies
- Romania357108 companies
- Germany25988 companies
- Poland23494 companies
- Czechia214100 companies
- Sweden20664 companies
- Estonia15041 companies
- Finland10439 companies
- Latvia10434 companies
Table view
| France | 605 |
| Spain | 436 |
| Romania | 357 |
| Germany | 259 |
| Poland | 234 |
| Czechia | 214 |
| Sweden | 206 |
| Estonia | 150 |
| Finland | 104 |
| Latvia | 104 |
- Large companies
- Medium-sized
- Small
- Micro
- SME (size not stated)
- Size not stated
Table view
| Large companies | 338 · 10.2% |
| Medium-sized | 431 · 13% |
| Small | 568 · 17.1% |
| Micro | 180 · 5.4% |
| SME (size not stated) | 982 · 29.6% |
| Size not stated | 819 · 24.7% |
- Czechia16
- United Kingdom13
- Latvia11
- Italy10
- Austria8
- Belgium7
Table view
| Czechia | 16 |
| United Kingdom | 13 |
| Latvia | 11 |
| Italy | 10 |
| Austria | 8 |
| Belgium | 7 |
Table view
| 2023 | €9.2B |
| 2024 | €9.6B |
| 2025 | €11B |
Imports: Eurostat Comext, customs headings 9506 (only headings whose trade is mainly this category); all buyers, not only public ones.
Awards to companies registered in the buyer's own country
96.1%
128 awards went to companies registered elsewhere.
Share of the 5 biggest winners
9%
Of all awards; a high share means a concentrated market.
Lots with a single bid
32.7%
Among 3K awards whose notice states the number of tenders.
How we count: one award per procedure, lot and winning company, from live contract award notices; a joint procurement counts on every buyer's market. Values are the awarded amounts published in the notice (framework ceilings and estimates are never added), converted to euro at the ECB yearly average. Company size is the SME flag of the notice (eForms BT-165). Read the methodology.
Companies winning most often across Europe
- 1.Janssen-Fritsen B.V.Netherlands · 21 notices
- 2.Nijha B.V.Netherlands · 20 notices
- 3.OÜ SPORTFEVEREstonia · 19 notices
- 4.Gotthilf Benz Turngerätefabrik GmbH & Co. KGGermany · 18 notices
- 5.SALTER SPORT, S.A.Spain · 17 notices
- 6.EXERCYCLE,S.LSpain · 15 notices
- 7.BIEGOSFERA Sp. z o.o.Poland · 13 notices
- 8.Tressport och Lek ABSweden · 13 notices
- 9.Widi Sport ABSweden · 13 notices
- 10.SIA EpionLatvia · 12 notices
Companies with a public page whose main category is this group, by award notices; a market map in Cresques covers one country and, on paid plans, lists every winner there.
Country pages
- France605
- Spain436
- Romania357
- Germany259
- Poland234
- Czechia214
- Sweden206
- Estonia150
- Finland104
- Latvia104
- Netherlands81
- Ireland71
- Lithuania67
- Hungary60
- Slovakia54
- Greece36
- Norway34
Countries with fewer than 25 winning companies in this group have no separate page; their awards are counted above.
Watch this market
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Pick a country and see who wins there
A Cresques market map for one country and this category shows the companies that win these contracts there: how often, for how many buyers and for how much, and whether the leading ones are distributors or manufacturers.
Choose a country for this category — freeFree account, no card: one market map, showing the first 5 companies with their contract awards. Paid plans show every company.
After sign-in the new-market form opens with Sports goods and equipment filled in; you choose the country.
Questions
- How big is the sports goods and equipment market in Europe?
- In 2025, public buyers in 30 European countries awarded 1,226 supply contracts for sports goods and equipment through award notices on TED; the 680 of them that state a value (55.5%) add up to €130 million. EU countries together imported €11.2 billion of goods in the customs headings matched to sports goods and equipment in 2025 (Eurostat Comext, HS 9506; sum of national imports, trade between EU countries included; all buyers, not only public ones), up 21.1% from 2023.
- How many public contracts for sports goods and equipment are awarded in Europe?
- Since November 2023 public buyers in 30 European countries awarded 3,318 supply contracts for sports goods and equipment in 1,674 TED award notices; the 2,189 awards with a published value add up to €448.1M.
- Which countries buy the most sports goods and equipment through public tenders?
- France (605 awards), Spain (436 awards), Romania (357 awards) lead; 1,279 companies won at least one award across Europe.
- How often do foreign suppliers win sports goods and equipment contracts?
- 3.9% of the awards went to a company registered in another country than the buyer; the most frequent foreign origin is Czechia.
Source: contract award notices on TED — Tenders Electronic Daily (ted.europa.eu), © European Union, published since November 2023; processed by Cresques. Numbers updated 2026-11-13.