The American Football market in Turkey has seen minor growth due to factors such as increasing popularity of digital platforms for media coverage and online merchandise sales, as well as rising awareness about the sport. However, limitations on in-person attendance and limited access to merchandise stores have impacted the overall growth rate.
Customer preferences: As the popularity of American football continues to soar in Turkey, there has been a noticeable increase in the demand for sports apparel and merchandise, especially among younger generations. This trend is fueled by the rise of social media and influencer culture, with fans looking to showcase their support for their favorite teams and players. Additionally, there has been a growing interest in fitness and wellness among American football enthusiasts, leading to an uptick in subscriptions to online fitness programs and apps offering customized training plans tailored for the sport.
Trends in the market: In Turkey, the American Football market is experiencing a surge in popularity, with more young people becoming interested in the sport and joining local leagues and teams. This trend is expected to continue in the coming years, as the Turkish government has made efforts to promote American Football and build infrastructure to support its growth. In the United States, there is a growing trend of using data and analytics in player evaluation and game strategy, with teams investing in advanced technology to gain a competitive edge. This trend is also catching on in Turkey, with teams adopting data-driven approaches and investing in analytics software. This trend is significant as it showcases the increasing influence of technology in the American Football market and has implications for industry stakeholders such as coaches, players, and team owners who must adapt to this trend or risk falling behind. Additionally, it highlights the potential for collaboration and knowledge-sharing between the American Football markets in the US and Turkey, as both countries continue to innovate and find new ways to grow the sport.
Local special circumstances:
In Turkey, American Football has a relatively small market compared to traditional sports like soccer and basketball. This is due to the countrys strong cultural connection to these sports. However, there is a growing interest in the sport, especially among younger generations, driven by the increasing popularity of American pop culture. Additionally, Turkeys unique geographical location, situated between Europe and Asia, presents an opportunity for American Football to attract a diverse fan base with varying interests and preferences. On the other hand, in the US, American Football has a longstanding history and is deeply embedded in American culture. It is a heavily regulated market, with strict rules and regulations set by organizations like the National Football League (NFL). These regulations not only govern the sport but also influence the marketing strategies and product offerings of companies within the industry.
Underlying macroeconomic factors: The American Football Market within the Sports Market is heavily influenced by macroeconomic factors such as consumer disposable income, consumer confidence, and government policies promoting sports and recreation. Countries with strong economic growth and higher levels of consumer spending, as well as favorable government policies promoting sports at the national level, are likely to see higher demand for American football products and services. In addition, global economic trends such as increasing popularity and globalization of American football can also have a significant impact on the growth of the market. Furthermore, the availability of funding and investment in infrastructure for American football leagues and facilities can also contribute to the growth of the market in a given country.
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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