Market Insights Advertising & Media Sports

American Football - Asia

Asia

Revenue in the American Football market is projected to reach €252.20m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 3.77%, resulting in a projected market volume of €303.40m by 2029.
In global comparison, most revenue will be generated in the United States (€23,960.00m in 2024).
The average revenue per user (ARPU) in the American Football market is projected to amount to €7.04 in 2024.
In the American Football market, the number of users is expected to amount to 40.4m users by 2029.
User penetration in the American Football market will be at 0.8% in 2024.

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Analyst Opinion

The American Football market in the Sports market in Asia is experiencing minimal growth, influenced by factors such as limited consumer interest and competition from other popular sports. The sub-markets of American Football Media, Merchandise, and Ticket Sales also contribute to this stagnant growth, with a lack of innovative digital strategies and limited market reach. Despite the growing health awareness among consumers in Asia, the convenience factor offered by online health services may not translate to the American Football market due to its physical nature and traditional fan base.

Customer preferences: The popularity of online and virtual sports events and tournaments has significantly increased in recent years, especially in Asian countries. This trend is driven by the growing adoption of digital platforms and technologies among younger demographics, who prefer the convenience and flexibility of participating in and watching sports from the comfort of their own homes. This has also led to a rise in virtual betting and fantasy sports, further showcasing the integration of technology in the Sports market.

Trends in the market: In Asia, there has been a significant increase in the popularity of American football, especially among young adults. This is largely attributed to the growing number of NFL games being broadcasted in the region and the influx of international players in Asian leagues. This trend presents a lucrative opportunity for the American football market in terms of expanding its fan base and potential market for merchandise sales. Additionally, there is a growing trend in the American football market towards using technology to enhance player performance and fan engagement, such as virtual reality training programs and augmented reality experiences during live games. This trend is expected to continue as advancements in technology continue to shape the sports industry. For industry stakeholders, this means staying ahead of the curve by embracing technology and investing in innovative strategies to attract and retain fans. It also presents potential partnerships and collaborations between the American football market and tech companies, creating a mutually beneficial relationship for both parties. Overall, as the American football market continues to grow and evolve in Asia, there will be significant opportunities for industry stakeholders to harness the power of technology and capitalize on the increasing interest and demand for the sport in the region.

Local special circumstances: In China, the American Football market faces unique challenges due to the countrys cultural preference for traditional sports like soccer and basketball. However, the increasing popularity of the sport among young people and government support for promoting alternative sports has led to a growing fan base and investment in the industry. Additionally, the strict censorship and regulatory restrictions on broadcasting foreign sports have limited the reach and revenue potential for American Football teams, making local partnerships and sponsorships crucial for success in the market.

Underlying macroeconomic factors: The American Football Market within the Sports Market is primarily influenced by macroeconomic factors such as the overall economic health of the country, consumer spending habits, and government policies and regulations. Countries with a strong economy and a high consumer spending power tend to have a larger market for American football with a more diverse and competitive landscape. Moreover, government initiatives and investments in sports infrastructure and development can also contribute to the growth of the American Football Market. However, economic stagnation or downturn can lead to a decrease in consumer spending and investments, negatively impacting the market. Furthermore, global economic trends such as trade policies and currency exchange rates also play a significant role in the American Football Markets performance. As such, it is crucial for businesses in the industry to stay informed about macroeconomic developments to make strategic business decisions.

Methodology

Data coverage:

The data encompasses B2C and B2B revenues. Figures are based on media spending, merchandise spending, and ticket spending. All monetary figures for merchandise and tickets refer to consumer spending on goods or tickets in the respective segment, which can be online and offline.

Modeling approach / Market size:

Market sizes are determined through a combination of bottom-up and top-down approaches, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per ticket, price on sport goods). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function or linear forecasting, as it fits the development of either strong growing markets or more sophistacted and saturated markets, such as soccer in Europe.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). We also account for the different cycles of international tournaments, such as world cups or continent cups. Consumer Insights data is reweighted for representativeness.