34 • JULY 2026 • PPAI merch industry goes well beyond those key points. “We want to make sure that we capture the entirety of the value chain,” Gambarin says. “We want to capture the full economic impact, including the supply chain, as well as the consumer spending that is supported because you have employees that you employ and that you pay wages for.” When you stop to analyze it, the money generated from branded merch stretches outward in a number of different directions. We know this because Oxford Economics did the analysis. What it determined is that the value chain has a scope that breaks down into three different streams: • Upstream: Where the product begins. For example: Raw materials, blank product manufacturing, component production, etc. This captures the economic activity involved in making and sourcing the product before it becomes branded merchandise. • Midstream: Where the product becomes branded. For example, suppliers, product sourcing, decoration, printing, embroidery, customization, packaging, kitting, Working Together Upon its release, the study will include an exhaustive methodology report. PPAI worked directly with Oxford Economics, a world leader in global research and economic analysis for business and government to develop the study. Oxford Economics specializes in evidence-based thought leadership, forecasting and economic impact analysis. Recent client work has included estimating the global economic footprint of the beer sector and its supply chain on behalf of the World Brewing Association and quantifying the economic impact of global spending on business events on behalf of the Events Industry Council. PPAI also collaborated with Promotional Products Professionals of Canada, British Promotional Merchandise Association and Australasian Promotional Products Association for the study. “This study gives us a clearer picture of who we are, the value we create and why our industry deserves a larger voice in conversations about business, trade, workforce development and economic growth.” –Danny Rosin, CAS, co-president of Brand Fuel Must Read | Something BIG Is Coming warehousing, fulfillment, etc. Midstream captures the value created when a blank product is sourced, decorated, customized, packaged and prepared for a brand or organization. • Downstream: The buyerfacing and market-facing side of the industry. Primarily distributors, wholesale activity, buyer relationships, sales strategy and consultation, e-commerce platforms, print-ondemand stores, retail branded merchandise, etc. Downstream is primarily the distributor and buyer-facing side of the value chain, but the study also recognizes adjacent channels such as e-commerce, print-on-demand, activation, retail and licensed merchandise. All of this comes down to a larger way of thinking because, as we know, branded merch touches so much once it is released into the world. That is how we have to think about its economic impact, and that is how we have to attempt to measure that impact. Auping is senior news editor at PPAI.
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