Sport Events - Germany

  • Germany
  • Revenue in the Sport Events market is projected to reach €0.81bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 2.38%, resulting in a projected market volume of €0.89bn by 2028.
  • In the Sport Events market, the number of users is expected to amount to 6.1m users by 2028.
  • User penetration will be 7.1% in 2024 and is expected to hit 7.3% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €135.60.
  • In global comparison, most revenue will be generated in the United States (€15,230.00m in 2024).
  • With a projected rate of 17.1%, the user penetration in the Sport Events market is highest in Luxembourg.

Key regions: India, Brazil, Germany, South Korea, China

Comparaison de régions

Analyst Opinion

The Sport Events market in Germany is experiencing significant growth and development in recent years.

Customer preferences:
German consumers have shown a strong interest in sports events, with a particular focus on football, basketball, and motorsports. They are enthusiastic about attending live matches and competitions, as well as watching them on television or online. The popularity of sports events is also driven by the sense of community and camaraderie that comes with supporting a favorite team or athlete.

Trends in the market:
One of the key trends in the Sport Events market in Germany is the increasing demand for immersive and interactive experiences. Consumers are seeking more than just watching a game; they want to be actively engaged and involved. This has led to the rise of virtual reality (VR) and augmented reality (AR) technologies, which allow fans to experience the excitement of being on the field or court from the comfort of their own homes. Additionally, there is a growing trend of incorporating music and entertainment into sports events, creating a unique and memorable experience for attendees. Another trend in the market is the focus on sustainability and environmental responsibility. German consumers are becoming more conscious of the impact of their actions on the environment and are demanding that sports events adopt sustainable practices. This includes reducing waste, using renewable energy sources, and promoting eco-friendly transportation options for attendees.

Local special circumstances:
Germany has a rich sporting culture and a strong tradition of hosting major international sports events. The country has world-class stadiums and facilities, which attract both domestic and international spectators. The German government also provides support and incentives for hosting sports events, which has further contributed to the growth of the market.

Underlying macroeconomic factors:
The strong economy in Germany has played a significant role in the growth of the Sport Events market. With a high disposable income and a stable job market, consumers have more spending power to attend sports events and invest in related merchandise. Additionally, the country's strong infrastructure and transportation network make it easy for fans to travel to different cities and regions to attend matches and competitions. In conclusion, the Sport Events market in Germany is thriving due to the strong customer preferences for immersive experiences and sustainability, as well as the country's rich sporting culture and strong economy. These factors, combined with the availability of world-class facilities and government support, have contributed to the growth and development of the market.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


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 and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

Vue d’ensemble

  • Revenue
  • Demographics
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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