American Football - Western Africa

Revenue in the American Football market is projected to reach US$8.50m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 3.98%, resulting in a projected market volume of US$10.32m by 2029.
In global comparison, most revenue will be generated United States (US$25.84bn in 2024).
The average revenue per user (ARPU) in the American Football market is projected to amount to US$8.25 in 2024.
In the American Football market, the number of users is expected to amount to 1.1m users by 2029.
User penetration in the American Football market will be at 0.2% in 2024.

Definition:

The Football market encompasses various aspects of the sport, including media coverage, ticket sales, and merchandise, catering to the immense global fanbase of American football. It encompasses platforms and channels dedicated to delivering news, analysis, and entertainment related to football matches worldwide. Additionally, it includes the sale of tickets for live football events, facilitating fan engagement and revenue generation. Moreover, the market comprises the sale of various products and merchandise related to football, allowing fans to showcase their support for their favorite teams and players through licensed apparel, memorabilia, and collectibles.

Structure:

Football Media: Encompasses revenues from television and online streaming rights for football matches.
Football Ticket Sales: Comprises revenues from tickets sold for football matches held in stadiums, online ticketing platforms, and season ticket packages.
Football Merchandising: Includes revenues from the sale of official team merchandise, player merchandise, and general football-themed products.

Additional information:

Key metrics within the market include revenues, viewers, ticket revenues, ticket purchasers, merchandise sales volumes, and licensing fees. Revenue streams primarily come from advertising, subscription fees, ticket sales, merchandise sales, and sponsorship deals. Data on broadcasting rights, online viewership, ticketing platforms, popular merchandise items, and fan preferences are essential for understanding market dynamics. Key players in the Football market include broadcasting networks, sports teams, apparel brands, ticketing agencies, and online marketplaces.

For more detailed insights, refer to the additional information provided next to the respective data points.

Ticket sales from games, such as league games
Revenue from merchandise, such as jerseys
Revenue from media rights, such as TV broadcasting

Revenue from player transfers, such as transfer fees
Tickets sold on the secondary market, such as on eBay
Revenue from licensing or sponsorship, such as from logos

The American Football market in Western Africa is seeing modest growth, influenced by factors such as the increasing popularity of digital media, a rising interest in merchandise, and a preference for online ticket sales. Despite these factors, the overall market growth remains minimal due to the limited resources and infrastructure in the region for American Football development.

Customer preferences: One notable trend in the American Football Market is the growing interest in inclusivity and diversity, reflected in the increasing popularity of womens and LGBTQ+ leagues and teams. This shift is driven by more culturally diverse and socially aware Millennial and Gen Z consumers, who demand representation and equal opportunities in the sport they love. Additionally, there is a growing focus on mental health and self-care among players and fans, leading to initiatives and resources being dedicated to promoting psychological well-being and addressing mental health challenges in the sport.

Trends in the market: In Western Africa, American football is gaining popularity, with more players and teams emerging in countries like Nigeria, Ghana, and Senegal. At the same time, the American Football Market in the United States is expanding globally, with the NFL holding regular season games in London and Mexico City. This trend is significant as it opens up new revenue streams and new fan bases for the industry. For stakeholders, it means the opportunity to tap into new markets and grow the sports international appeal. Additionally, it highlights the increasing globalization of sports, with American football breaking geographic boundaries and appealing to a diverse audience worldwide. As this trend continues, we can expect to see more international partnerships and collaborations within the American Football Market, bringing the sport to new heights in the global Sports market.

Local special circumstances: In Western Africa, the American Football Market has been gaining traction due to the growing interest in the sport among the local population. However, the market faces unique challenges, such as limited infrastructure and lack of government support, which hinder its growth. Additionally, cultural factors, such as the preference for other traditional sports like soccer, can also impact the popularity of American football. These local factors highlight the need for targeted strategies to cater to the market, including collaborations with local organizations and tailored marketing initiatives.

Underlying macroeconomic factors: The American Football Market within the Sports Market is heavily influenced by macroeconomic factors that impact its growth and performance. These include global economic trends, national economic health, and fiscal policies, among other relevant financial indicators. The market experiences significant growth in countries with strong economies and favorable regulatory environments, as well as those with a high investment in sports infrastructure. Additionally, the rising popularity of American football across various demographics and age groups is also contributing to its growth in both Western Africa and the United States. Furthermore, increasing disposable incomes and a growing middle-class population in these regions are driving the demand for sports entertainment, which in turn is propelling the American Football Markets expansion in these regions.

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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