The American Football market in the Nordics is seeing moderate growth, driven by factors like media coverage, merchandise sales and ticket sales. Rising interest in the sport and convenience offered by online platforms are contributing to this growth, however, limited local interest and fierce competition from other popular sports in the region are impacting the markets growth rate.
Customer preferences: In recent years, there has been a growing interest in plant-based diets and a shift away from traditional meat consumption in Nordics. This trend has also extended to the American Football Market, as more players and fans prioritize ethical and sustainable diets. Moreover, as consumer awareness of the environmental impact of meat production increases, there has been a rise in demand for eco-friendly sports equipment and apparel. This trend is expected to continue in the future, with consumers seeking more environmentally friendly options in the American Football Market and the wider Sports Market.
Trends in the market: In the Nordics, American Football has been gaining popularity in recent years, with more youth leagues and amateur teams being formed. This trend is largely fueled by the increasing availability of facilities and training opportunities, as well as the rising interest in international tournaments and professional leagues. As a result, there has been a significant boost in merchandise sales and sponsorships, making the American Football market an attractive investment for stakeholders. This trend is expected to continue, with the potential for even more growth as the sport becomes more widely recognized and integrated into mainstream culture in the region. Additionally, the rise of social media and online streaming has created new opportunities for reaching and engaging with fans, providing a platform for further development and expansion in the American Football market.
Local special circumstances: In the Nordics, the American Football market is heavily influenced by the regions strong focus on equality and inclusivity, which has resulted in a growing interest in promoting and supporting womens American Football. In contrast, in the US, the market is more focused on the professional NFL league and its immense popularity and commercial success. Additionally, in the Nordics, there is a significant emphasis on sustainability and environmentalism, which has led to the introduction of eco-friendly measures in American Football stadiums and events. In the US, however, such initiatives are not as prevalent.
Underlying macroeconomic factors: The American Football market is heavily influenced by macroeconomic factors, such as global economic trends, national economic health, fiscal policies, and other financial indicators. For instance, countries with stable economic conditions and a strong middle class are more likely to have a larger market for American Football due to the purchasing power of consumers. Similarly, government policies, such as tax incentives and subsidies, can impact the growth and investment in the market. Furthermore, factors like consumer confidence and disposable income can also influence the popularity and revenue of American Football teams and related products and services.
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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