Sponsorship & Advertising - Italy

Italy

Highlights

In Italy, revenue in the Sponsorship & Advertising market market is projected to reach US$12.9m in 2024.
It is expected that revenue will show an annual growth rate (CAGR 2024-2029) of 5.94%, leading to a projected market volume of US$17.2m by 2029.
While the projected market volume is significantly higher at US$288.9m in 2024 China, Italy's market dynamics are distinct.
The average revenue per user (ARPU) in Italy is anticipated to amount to US$0.2.
Italy's eSports sponsorship and advertising market is rapidly evolving, with brands increasingly investing in digital platforms to engage the youthful gaming demographic.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The eSports market in Italy is experiencing minimal growth, impacted by factors such as limited sponsorships and advertising opportunities. Despite rising awareness of the industry, the market's growth rate remains stagnant.

Customer preferences: With the increasing popularity and global reach of eSports, brands are recognizing the potential for marketing and sponsorship opportunities within this market. However, in order to effectively engage with the eSports audience, brands must understand the unique culture and values of this community. This includes a strong emphasis on authenticity and transparency, as well as the importance of diversity and inclusivity. As a result, we are seeing a shift towards more diverse and inclusive sponsorships and advertising within the eSports market, as brands seek to align themselves with the values and preferences of this rapidly growing consumer base.

Trends in the market: In Italy, the eSports market has seen a surge in sponsorship and advertising opportunities, with major brands like Red Bull and McDonald's investing in partnerships with eSports teams and tournaments. This trend is expected to continue as the market continues to grow and attract a larger audience. As the eSports industry becomes more mainstream, we can expect to see even more traditional brands entering the market through sponsorships and advertisements. This will not only bring in more revenue for the industry, but also increase its legitimacy and appeal to a wider audience. However, it may also lead to potential concerns over commercialization and the impact on the authenticity of the eSports experience.

Local special circumstances: In Italy, the Sponsorship & Advertising Market within the eSports Market is heavily influenced by the country's strong cultural ties to traditional sports, particularly football. This has led to a high demand for sponsorships and advertising opportunities within the eSports industry, especially among top Italian football clubs. Additionally, strict regulatory guidelines on gambling and advertising have also impacted the growth of the market, limiting certain forms of sponsorship and advertising. This has created a unique landscape for eSports sponsorships and advertising in Italy, with companies having to navigate these cultural and regulatory factors to effectively reach their target audience.

Underlying macroeconomic factors: The Sponsorship & Advertising Market within the eSports Market in Italy is heavily impacted by macroeconomic factors such as the country's overall economic health, government fiscal policies, and global economic trends. A strong and stable economy in Italy, coupled with favorable regulatory support for the eSports industry, has been driving the market's growth. Additionally, the increasing popularity of eSports among the younger population and the rise of digital advertising platforms have also contributed to the market's success. However, economic downturns and fluctuations in consumer spending can have a significant impact on the market's performance, making it important for companies to closely monitor and adapt to macroeconomic conditions.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Sponsorship & Advertising market, which comprises revenues of teams and organizers via sponsorship deals. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. 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 product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

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 data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. 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). Consumer Insights data is reweighted for representativeness.