The American Football Market in Germany has seen moderate growth due to factors such as the increasing popularity of digital technologies, growing interest among consumers, and the convenience of online services. However, sub-markets like American Football Media, Merchandise, and Ticket Sales have also played a role in driving this growth. Overall, the market is experiencing minimal growth, possibly due to a saturated market and limited interest outside of core fans. To continue growing, the market may need to expand its reach and appeal to a broader audience.
Customer preferences:
As the popularity of American football continues to grow in Germany, there has been an increase in demand for personalized and immersive experiences. Fans are seeking ways to enhance their game day experience, such as virtual reality experiences and customized game day packages. This trend is driven by the desire for a more tailored and interactive way of consuming sports, highlighting the influence of technology on consumer preferences. Additionally, there is a noticeable shift towards health and wellness within the American football market, with an emphasis on injury prevention and physical fitness. This aligns with the overall trend in the Sports market towards a more holistic approach to health and wellness, driven by changing demographics and a growing awareness of the importance of physical activity.
Trends in the market: In Germany, the American Football market is growing in popularity, with more clubs and leagues being established across the country. At the same time, in the United States, there is a growing trend of incorporating technology into training and gameplay, with the use of virtual reality and analytics. This trend is also being seen in Germany, with teams and players leveraging technology to improve performance and attract fans. Additionally, in both countries, there is an increasing focus on player safety and injury prevention, with advancements in equipment and training methods. These trends signify a shift towards a more modern and technologically advanced American Football industry, with potential implications for stakeholders such as teams, players, and equipment manufacturers. They must adapt to these changes to remain competitive in the market and appeal to the growing fanbase.
Local special circumstances: In Germany, American Football has a niche following compared to other European countries, such as the UK and the Netherlands. This is due to Germanys strong cultural connection to soccer and other traditional sports. However, the sport has gained popularity in recent years, particularly in urban areas, due to a growing interest in American culture and the rise of American expats in the country. Additionally, Germanys strong economy and high levels of disposable income have created a market for high-quality sports equipment and merchandise, driving growth in the American Football market. On the other hand, in the US, American Football is deeply embedded in the countrys cultural and social fabric, with the National Football League (NFL) being the most popular league. The countrys large population and diverse demographics also contribute to the markets success, with different segments of the population driving demand for different types of merchandise and services. Furthermore, the regulatory environment in the US, including broadcasting rights and player contracts, has a significant impact on the markets growth and profitability.
Underlying macroeconomic factors: The American Football Market in Germany is greatly influenced by macroeconomic factors such as consumer spending, national economic health, and fiscal policies. Germanys strong economy and high levels of disposable income make it an attractive market for American football. Additionally, government initiatives that promote and support sports and physical activities, combined with a large population of sports enthusiasts, present a favorable environment for the growth of the American football market. The market is also impacted by global economic trends, as economic downturns may lead to decreased consumer spending on leisure activities and sports. With a strong economic outlook and supportive government policies, the American football market in Germany is expected to continue its growth trajectory.
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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
