Market Insights Advertising & Media Sports

American Football - Thailand

Thailand

Revenue in the American Football market is projected to reach €3.57m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.50%, resulting in a projected market volume of €4.04m by 2029.
In global comparison, most revenue will be generated in the United States (€23,710.00m in 2024).
The average revenue per user (ARPU) in the American Football market is projected to amount to €7.32 in 2024.
In the American Football market, the number of users is expected to amount to 497.8k users by 2029.
User penetration in the American Football market will be at 0.7% in 2024.

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Analyst Opinion

The American Football Market in Thailand is experiencing slow growth due to factors such as limited media coverage and low consumer awareness. Despite this, increasing interest in the sport and rising online ticket sales are driving some growth in the market. Merchandise sales are also being impacted by the lack of local players and teams. These challenges highlight the need for greater investment and development in the sport to drive future growth in the market.

Customer preferences: Consumers in the American Football Market are becoming more health-conscious, driving a growing demand for wellness and fitness products and services. This trend is especially evident among younger generations, who prioritize physical fitness and well-being. As a result, there has been a rise in the adoption of technology-driven fitness solutions, such as wearable devices and health tracking apps. Additionally, there has been a growing interest in sports nutrition and specialized training programs aimed at improving performance and preventing injuries. These changes reflect a shift towards a more holistic approach to sports and overall well-being.

Trends in the market: In Thailand, the American Football Market has been experiencing an increasing interest and participation among the younger generation. This is attributed to the efforts of the Thai American Football Association in promoting the sport through school and community programs. In the United States, there has been a surge in popularity for flag football, a less contact version of the sport, as a way to introduce the game to beginners and for safety reasons. Additionally, the market for American football equipment and merchandise has also been steadily growing, indicating a strong demand for the sport. These trends are significant as they showcase the potential for the American Football Market to expand globally, attracting new players and fans. For industry stakeholders, this presents opportunities for partnerships, collaborations, and investments in the market to capitalize on this growth. However, there may also be implications, such as the need for stricter safety regulations and increased competition within the market.

Local special circumstances: In Thailand, American football has been gaining popularity over the years, with the country hosting its first professional American football league in 2020. This can be attributed to the growing interest in American culture and sports among the younger generation, as well as the rising number of international schools in the country that promote American football as a sport. Additionally, Thailands warm climate and flat terrain make it an ideal market for football, allowing for year-round outdoor training and competitions. However, limited access to proper training facilities and equipment has hindered the growth of the market. The cultural context of respect for authority and discipline also influences player development, with strict rules and regulations in place to maintain fair play. These unique local factors play a significant role in shaping the American football market in Thailand and differentiate it from other markets, impacting its growth and potential.

Underlying macroeconomic factors: The American Football Market within the Sports Market is greatly influenced by macroeconomic factors such as consumer spending habits, national economic growth, government policies and support for the sports industry, and global economic trends. Countries with strong economic growth and high consumer spending on sports and related products experience a thriving American Football Market. On the other hand, regions with weaker economic conditions and limited support for sports may see a decline in the demand for American football products and services. Additionally, global economic trends and trade policies can impact the market by affecting the availability and cost of raw materials, equipment, and other resources used in the production and distribution of American football products.

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.