The American Football market in Finland has seen slow growth due to factors such as limited media coverage, lack of popularity among consumers, and relatively low merchandise and ticket sales. These sub-markets are crucial in driving the overall market, but face limitations in reaching a wider audience. The markets minimal growth rate also reflects the challenges faced in expanding the reach and appeal of American Football in the country.
Customer preferences: In Finland, as well as in the American Football Market within the Sports Market, there has been a growing trend towards eco-friendly and sustainable sports equipment and apparel. Consumers are now prioritizing purchasing items made from recycled materials and opting for brands that promote environmental sustainability. This shift is also influenced by the increasing awareness of climate change and the importance of reducing personal carbon footprints. As a result, sports companies are now incorporating sustainable practices into their manufacturing processes to meet this demand.
Trends in the market: In Finland, the American football market is experiencing a surge in popularity, with a growing number of participants, teams, and fans. In the United States, there is a trend towards incorporating technology in the sport, such as using video analysis for training and adding sensors to track player performance. This trend is expected to continue and expand globally, as it enhances the overall viewing experience and provides valuable data for coaches and teams to improve game strategies and player development. Additionally, with advancements in virtual and augmented reality, fans can now experience the game in immersive ways, impacting the market for live viewing and merchandise sales. Industry stakeholders should prepare for the integration of technology in American football and capitalize on its potential to increase engagement and revenue.
Local special circumstances: In Finland, the American Football market is heavily influenced by the countrys cold climate, with indoor facilities popular for training and games. Additionally, the cultural significance of ice hockey may impact the popularity and growth of American football. In the US, the market is driven by a strong tradition and cultural obsession with the sport, as well as the countrys well-established football infrastructure and support network. The regulatory differences, such as the lack of a professional American football league in Finland, may also play a role in the market dynamics.
Underlying macroeconomic factors: The American Football Market within the Sports Market is heavily impacted by macroeconomic factors, such as the overall economic health of the country, global economic trends, and fiscal policies. The market performance is greatly influenced by the level of disposable income, consumer spending habits, and national GDP growth rates. Additionally, the accessibility and affordability of sports equipment, facilities, and media coverage also play a significant role in the growth of the market. As consumer confidence and economic stability increase, the demand for American Football and related products is also expected to rise. On the other hand, factors such as government regulations, tax policies, and trade agreements can have a significant impact on the market performance as well.
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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