The American Football market in the Baltics has seen modest growth, influenced by factors such as increasing popularity of digital media, rising demand for merchandise, and steady ticket sales. Despite minimal overall growth, sub-markets show potential for further expansion in the future.
Customer preferences: As the American football market continues to grow in the Baltics, there has been a notable increase in fan engagement through digital platforms and social media. With the rise of technology, fans are now able to access live updates, stats, and highlights from games in real-time, creating a more interactive and immersive experience. This trend is further driven by the younger demographics preference for digital and mobile forms of entertainment, making it crucial for teams and leagues to keep up with the ever-evolving digital landscape. This shift towards digital fan engagement is not only limited to the Baltics but is also seen in the overall American football market, highlighting the importance of adapting to changing consumer behaviors.
Trends in the market: In the Baltics, the American Football market is experiencing a surge in popularity, with more teams and leagues being formed and televised games attracting larger audiences. In the US, there is a growing trend of incorporating technology and data analytics in player training and game strategies. This trend is also making its way to the Baltics, with local teams and leagues investing in new equipment and technology to improve performance. This could have significant implications for industry stakeholders, as it allows for more sophisticated and data-driven approaches to the game, potentially attracting more sponsors and fans. Additionally, the Baltics is also witnessing a rise in interest and participation in youth and amateur American Football, indicating a potential for future growth.
Local special circumstances: In the Baltics, American Football Market is still in its nascent stage due to the limited interest and lack of infrastructure. However, American football has gained a following in Finland, Latvia, and Estonia due to the cultural influence of ice hockey and the geographical proximity to other European markets where the sport is well-established. Additionally, the regulatory framework in these countries does not support the growth of American football, as there are limited resources allocated for the development of the sport.
Underlying macroeconomic factors: The American Football Market within the Sports Market is greatly impacted by macroeconomic factors such as global economic trends, national economic health, fiscal policies, and financial indicators. Countries with strong economic growth, stable fiscal policies, and favorable regulatory environments tend to have a more developed and profitable American Football Market. In contrast, regions with economic challenges and regulatory barriers may face slower market growth. Additionally, the disposable income of the population and their spending habits also play a significant role in the success of the American Football Market. As disposable income increases, so does the purchasing power for sports entertainment, leading to a higher demand for American Football, and subsequently, driving market growth.
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.
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