The American Football market in Kenya is experiencing minimal growth, influenced by factors such as the slow adoption of digital technologies, limited health awareness, and the lack of convenience in accessing online services. This trend is evident in all sub-markets, including American Football Media, Merchandise, and Ticket Sales. The slow growth is impacted by the cultural preference for traditional sports and the availability of resources for the development of the American Football industry in Kenya.
Customer preferences: There has been a rise in demand for alternative viewing options for American football, including livestreaming games and interactive fan experiences. This trend has been largely driven by the younger generations preference for convenience and digital engagement. Additionally, as interest in physical fitness grows, there has been a rise in demand for fitness trackers and apps that cater specifically to football players and fans, helping them track their performance and reach their fitness goals. This trend highlights the increasing importance placed on technology and convenience in the American football market.
Trends in the market: In Kenya, there is a growing trend of incorporating American Football into the countrys Sports market, with the establishment of American Football leagues and teams. In the United States, there is a shift towards a more data-driven approach in American Football, with the use of advanced analytics and technology to improve player performance and strategize game plans. This trend has significant implications for coaches, players, and team owners, as it can potentially give them a competitive edge and impact the overall success of the industry. Additionally, this trend may also attract a new demographic of fans who are interested in the analytical aspect of the sport.
Local special circumstances: In Kenya, the American Football Market within the Sports Market is significantly impacted by the countrys strong athletic culture and interest in sports. This has led to a growing demand for American football equipment and training programs. On the other hand, the American Football Market in the US is more established and driven by factors such as fan engagement and media coverage. In addition, regulatory policies and government support play a crucial role in influencing the growth of the market in both countries.
Underlying macroeconomic factors: The American Football Market within the Sports Market is affected by macroeconomic factors such as consumer spending, economic stability, and government policies. In Kenya, where the economy is rapidly growing and consumer spending is on the rise, there is a growing demand for American football. In contrast, in the United States, where the economy is more established and consumer spending is relatively high, the American football market is driven by factors such as merchandise sales, television contracts, and corporate sponsorships. Additionally, government policies, such as tax incentives for sports organizations and investments in infrastructure, have a significant impact on the growth and performance 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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