The American Football market in D-A-CH (Germany, Austria, and Switzerland) is experiencing minimal growth, influenced by factors such as increasing fan engagement through digital media, fan loyalty to team merchandise, and price sensitivity in ticket sales. These sub-markets play a crucial role in the overall market growth rate, with a focus on leveraging digital technologies, cultivating consumer awareness, and offering convenient fan experiences.
Customer preferences:
As interest in American football continues to grow in D-A-CH and around the world, there has been a notable trend towards incorporating technology and data analytics into the game. From wearable devices that track player performance to virtual reality training programs, technological advancements are changing the way players train and compete. This shift towards a more data-driven approach is also reflected in the fan experience, with the increasing popularity of fantasy football leagues and online sports betting. As younger generations embrace technology and demand more immersive and interactive experiences, this trend is expected to continue shaping the American football market.
Trends in the market: In the D-A-CH region, the American Football market is seeing an increase in digital engagement, with the implementation of technology in training methods, player analysis, and fan experience. In the US, there is a growing trend towards incorporating data analytics and virtual reality in player development, while in Germany, there is a rise in live-streaming platforms for games and personalized virtual fan experiences. This trend is significant as it offers new revenue streams, enhances player performance, and provides a more interactive experience for fans. It also presents opportunities for technology companies and online platforms to enter the Sports market.
Local special circumstances: Germany, Austria, and Switzerland (D-A-CH) have a longstanding tradition of producing top-quality football players and teams, which has led to a strong and loyal fanbase for American football. In addition, the cultural love for competitive sports and the availability of well-funded club teams provide a fertile ground for the growth of the American football market in the region. Furthermore, the well-organized and highly regulated sports industry in D-A-CH, with a focus on fair play and equality, promotes a positive and inclusive environment for the sport.
Underlying macroeconomic factors: The American Football Market within the Sports Market is greatly influenced by macroeconomic factors such as consumer spending, economic stability, and government policies. Countries with higher disposable incomes and a growing middle class have shown a greater interest and willingness to invest in American Football, leading to an increase in market demand. Additionally, countries with strong economic growth and favorable fiscal policies tend to have more resources available for the development of American Football infrastructure, including stadiums, training facilities, and youth programs. Events such as the Super Bowl and World Cup attract significant attention and investment from host countries, further contributing to the growth of the 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.
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