The African American Football market shows moderate growth, hindered by factors such as lack of media coverage, limited availability of merchandise, and high ticket prices. These challenges are compounded by the regions overall lower priority on American Football compared to other sports. However, with an increasing fanbase and efforts to improve infrastructure and marketing, there is potential for growth in the market in the future.
Customer preferences: As the popularity of American Football continues to rise in Africa, consumer preferences are shifting towards more inclusive and diverse representation in the sport. This is seen in the emergence of African-born players in the NFL and the increasing interest in African athletes within the American Football community. This trend is driven by a desire for cultural representation and diversity in the sport, highlighting the influence of cultural nuances and demographic shifts in shaping consumer preferences within the American Football Market.
Trends in the market: In Africa, there is a growing interest in American football, with various leagues and teams being formed in countries like Nigeria, Ghana, and South Africa. This trend is largely fueled by the increasing popularity of the NFL and the growth of sports tourism. In the American football market, there is a shift towards more inclusive and diverse representation, with the embrace of international players and initiatives to grow the game globally. This trend has significant implications for industry stakeholders, as it opens up new markets and opportunities for expansion. Additionally, it promotes cultural exchange and diversity within the sport, which can strengthen its global appeal and popularity. This trend is expected to continue, with more efforts being made to attract and develop talent from Africa, leading to potential growth and development of the American football market in the region.
Local special circumstances: In Africa, the American Football market is still in its nascent stage, largely due to the lack of infrastructure and support for the sport. However, in countries like Nigeria and South Africa, the growing popularity of American Football is attributed to the passion for physical sports and the cultural similarities to rugby. This has also led to the emergence of local leagues and competitions, catering to the unique playing style and preferences of the African market. Additionally, differences in regulations and sponsorships play a significant role in shaping the market, as seen in the emergence of partnerships with local brands and organizations to promote the sport.
Underlying macroeconomic factors: The American Football Market within the Sports Market is affected by macroeconomic factors such as consumer spending, globalization, and government support. As the economy expands and consumer purchasing power increases, the demand for sports products and services, including American football, also grows. Moreover, the impact of globalization on the sports industry has led to increased market competition, driving the need for innovation and new revenue streams. Additionally, the governments investment in sports infrastructure and policies promoting physical activity and healthy lifestyles are key drivers of growth in the American football market.
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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
