Market Insights Advertising & Media Sports

American Football - Japan

Japan

Revenue in the American Football market is projected to reach €10.88m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.67%, resulting in a projected market volume of €12.41m 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 €7.45 in 2024.
In the American Football market, the number of users is expected to amount to 1,466.0k users by 2029.
User penetration in the American Football market will be at 1.2% in 2024.

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Analyst Opinion

The American Football market in Japan is witnessing steady growth, influenced by increasing interest in digital technologies, growing popularity of the sport among consumers, and convenient online services. However, the markets negligible growth rate is being impacted by factors such as limited media coverage, availability of merchandise, and high ticket prices. These sub-markets play a crucial role in shaping the overall markets growth trajectory.

Customer preferences: As in the previous paragraph, there has been a growing trend in both Japan and America towards digital fitness and health solutions within the American Football Market. This includes a rise in demand for wearable devices and health tracking apps, as well as online doctor consultations for easy access to medical advice. The shift towards digital options is also influenced by the need for remote management of chronic conditions, further highlighting the importance of technology in this market.

Trends in the market: In Japan, there is a noticeable growth in the American football market, with the popularity of the sport increasing year by year. This trend is largely driven by the success of the Japan national team in international competitions, which has garnered significant media attention and increased interest in the sport. Additionally, the Japan American Football Association has increased its efforts to promote the sport, leading to a rise in youth participation and grassroots development programs. This trend is significant as it presents an opportunity for industry stakeholders to tap into a new and growing market. However, there are challenges such as the lack of infrastructure and limited awareness of the sport among the general public. This could potentially limit the growth of the market and require investment in infrastructure and marketing efforts to fully capitalize on its potential. Nevertheless, with the growing interest in American football in Japan, there is the potential for it to become a major player in the global Sports market, providing lucrative opportunities for businesses and sponsors.

Local special circumstances: In Japan, the American Football market has seen a surge in popularity among the younger generation, with the countrys passion for team sports and high-tech culture driving the trend. The market is also heavily influenced by the countrys unique seasonal culture, with the regular season games being played during the off-season of popular sports like baseball. In the US, the market is dominated by traditional full-contact football, while in Japan a modified form of the sport called flag football is gaining popularity due to cultural preferences for non-violent sports and safety concerns.

Underlying macroeconomic factors: The American Football Market is largely influenced by macroeconomic factors, such as overall economic growth, consumer spending, and government policies. In the United States, the market is heavily influenced by the countrys strong economy and high levels of consumer spending, as well as government support through investments in infrastructure and promotion of the sport. In Japan, economic growth and consumer spending also play a significant role in the market, but government policies and cultural preferences for other sports may pose challenges for the growth of American football. Additionally, global economic trends and shifts in consumer preferences can impact the market, as seen with the growing popularity of other sports such as soccer and basketball.

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.