The American Football Merchandise Market in the Americas is facing minimal growth, as factors like the saturation of the market, changes in consumer preferences, and the impact of the COVID-19 pandemic have affected the growth rate. This is leading to a slower adoption of merchandise and a decline in health awareness among fans.
Customer preferences: As American football continues to gain popularity, the demand for official team merchandise has also increased. However, with the rise of social media and influencer marketing, there has been a shift towards more personalized and authentic merchandise. Fans are seeking unique and limited edition products that reflect their team loyalty and individual style. This trend is also influenced by the growing participation of women and younger generations in the sport, who are more likely to prioritize style and self-expression in their merchandise choices.
Trends in the market: In the United States, the American Football merchandise market is experiencing a shift towards e-commerce as consumers increasingly turn to online platforms for their purchasing needs. Additionally, there is a growing trend of customization and personalization, with fans seeking unique and exclusive items to show their support for their favorite teams. This trend towards digital and personalized merchandise is expected to continue, providing opportunities for industry players to tap into the growing demand for online and personalized experiences in the American Football market.
Local special circumstances: In the Americas, the American Football Merchandise Market is heavily influenced by the popularity of the sport in countries like the United States, Canada, and Mexico. The local fan culture and passion for the game drive the demand for American football merchandise. Additionally, in the United States, the lack of a centralized football league results in multiple teams and leagues producing their own merchandise, creating a vast range of options for consumers. This, along with the growth of e-commerce and social media, has greatly impacted the American football merchandise market in terms of accessibility and reach. Moreover, the strict regulations on licensed merchandise, intellectual property rights, and player image licensing also play a significant role in shaping the market in the Americas.
Underlying macroeconomic factors: The American Football Merchandise Market within the Sports Market is heavily influenced by macroeconomic factors such as consumer spending, disposable income, and consumer confidence. Countries with strong consumer spending and high disposable income tend to have a higher demand for American football merchandise, driving market growth. Additionally, fiscal policies such as tax incentives for businesses and investment in infrastructure can also impact market performance. National economic health, including factors such as unemployment rates and GDP growth, can also play a significant role in market trends. With a strong economy, consumers are more likely to have discretionary income to spend on merchandise, further driving market growth.
Data coverage:
The data encompasses B2C revenues. Figures are based on merchandise spending. All monetary figures refer to consumer spending on goods 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.
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