The American Football market in Southern Africa has seen steady growth, driven by factors such as increasing popularity of the sport, growing interest from media companies, and rising demand for merchandise and ticket sales. However, the growth rate of the market remains mild due to limited availability of professional teams and competition from other popular sports in the region. The future growth of the market will greatly depend on investments in infrastructure, expansion of the sport, and effective marketing strategies to attract audiences.
Customer preferences: Consumers in the American Football Market are increasingly valuing the convenience and accessibility of live streaming options for games and events. This trend is driven by a growing tech-savvy population, as well as the need for remote entertainment options during the ongoing pandemic. Additionally, there is a noticeable shift towards sustainable and eco-friendly merchandise and stadium designs, as more consumers prioritize environmental consciousness in their purchasing decisions and lifestyle choices.
Trends in the market: In Southern Africa, there is a growing interest in American football, with the sport gaining popularity in both professional and amateur levels. Similarly, in the United States, there is a high demand for digital and social media content related to American football, with fans eagerly consuming news, game highlights, and player profiles. This trend is significant as it signals a growing global audience for the sport, creating potential opportunities for industry stakeholders to expand their reach and revenue streams through targeted marketing and partnerships. Additionally, as digital and social media continue to shape the Sports market, it is crucial for stakeholders to adapt and utilize these platforms to engage with fans and grow their brand presence.
Local special circumstances: In Southern Africa, the American Football market is influenced by the continents passion for soccer and rugby. These two sports dominate the sports industry in this region, leaving little room for other sports to grow. Moreover, the lack of infrastructure and training facilities for American Football restricts its growth in this market. However, in the United States, American Football is deeply ingrained in the culture and is supported by a well-established professional league. This has led to a highly competitive market and the development of innovative technology and training methods to support the sport.
Underlying macroeconomic factors: The American Football Market within the Sports Market is significantly influenced by macroeconomic variables such as the economic stability of the respective countries, global economic trends, and fiscal policies. Countries with strong economic growth and stable political environments are witnessing an increase in demand for American football, with more people investing in the sport. However, countries with struggling economies and political instability see a slow growth in the market as individuals prioritize basic needs over sports. Additionally, the rising disposable incomes in developed countries, coupled with the popularity of American football, are driving market growth. On the other hand, developing countries are experiencing slower growth due to lower disposable incomes and limited access to the sport.
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)
