The American Football market in Eastern Asia is experiencing slow growth, influenced by factors such as limited interest in the sport, high competition from other sports, and difficulties in cultivating a fan base. However, opportunities exist in the American Football Media, Merchandise, and Ticket Sales sub-markets, where digital technologies, growing health consciousness, and the convenience of online services can drive growth.
Customer preferences: With the rise of online streaming services, consumers are increasingly turning to digital platforms to access and engage with American football games. This trend is driven by the desire for convenience and the ability to access matches from anywhere with an internet connection. Additionally, the growing popularity of fantasy sports and sports betting has led to an increased demand for real-time data and statistics, further fueling the demand for digital solutions in the American football market.
Trends in the market: In Eastern Asia, there is an increasing interest in American football, with the sport gaining popularity in countries like Japan, South Korea, and China. This trend is driven by growing awareness of the sport through international events and the influence of American football leagues in the region. In the United States, there is a focus on player safety and wellness, resulting in the adoption of new technologies and strategies to prevent injuries. This trend has significant implications for industry stakeholders, as it highlights the importance of player welfare and offers opportunities for digital health solutions and innovations in sports medicine.
Local special circumstances: In Japan and South Korea, the American football market faces competition from traditional sports such as baseball and soccer, which have been deeply ingrained in the culture for decades. As a result, the market for American football has focused on attracting younger generations through innovative marketing strategies and partnerships with popular celebrities. In contrast, in the United States, the market is heavily influenced by advertising and broadcast deals, as well as strict regulations on player safety and drug testing. These factors have shaped the dynamics of the American football market in each respective region.
Underlying macroeconomic factors: The American Football Market within the Sports Market is strongly impacted by macroeconomic factors, such as economic growth, consumer purchasing power, and government policies. In countries with strong economic growth and high consumer spending, there is a greater demand for sports entertainment and investment in sports infrastructure. Moreover, government policies, such as tax incentives and funding for sports programs, can greatly influence the development and popularity of American Football in a particular country. Furthermore, global economic trends, such as the increasing use of technology in sports and the rise of global sporting events, can have a significant impact on the growth of the American Football Market. These factors play a crucial role in shaping the market and should be carefully considered when analyzing its performance.
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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