The Sports market in EU-27 is facing minimal growth due to various factors, including declining interest in traditional sports, competition from emerging sports, and the rise of e-sports. This has been exacerbated by the ongoing pandemic, which has limited in-person attendance and affected the revenue streams of sports leagues and teams. However, the introduction of new technological advancements and the increasing demand for immersive digital experiences could potentially drive growth in the future.
Customer preferences: The increasing popularity of wellness and health-conscious lifestyles has also translated into a growing demand for eco-friendly and sustainable sports equipment and apparel. Consumers are more mindful of the environmental impact of their purchases and are willing to pay a premium for products made from renewable or recycled materials. This trend is also evident in the rising preference for outdoor and adventure sports, highlighting a greater emphasis on connecting with nature and engaging in more sustainable forms of physical activity.
Trends in the market: In the EU-27 Sports Market, there is a growing trend towards incorporating technology and data in sports training and performance. Athletes are utilizing wearable technology, such as fitness trackers and smart clothing, to track their performance and recovery. This trend has also led to the rise of virtual coaches and online training platforms, making sports training more accessible and personalized. Additionally, data analytics is being used by teams and sports organizations to make informed decisions and improve overall performance. This trend is significant as it enables athletes and teams to reach their full potential and stay competitive. It also presents opportunities for technology and data companies to enter the Sports market. However, concerns have been raised about privacy and data security, which could potentially impact the adoption of these technologies. Overall, the trajectory of this trend is likely to continue upwards, with potential implications for industry stakeholders to invest in and develop innovative technologies to further enhance sports performance.
Local special circumstances: In EU-27, the Sports Market is influenced by the regions strong passion for sports, especially football. Countries like Germany, Spain, and Italy have a huge fanbase and a rich history in the sport, making it a major driver for the market. Additionally, the increasing focus on health and fitness in the region has also contributed to the growth of the Sports Market. However, each country in the EU-27 has its own unique sporting culture and regulatory landscape. For example, countries like France and the UK have strict regulations on betting and sponsorship in sports, affecting the market differently. In Eastern European countries, there is a strong emphasis on traditional sports like handball and volleyball, which have a major influence on the market dynamics. These varying factors add a layer of complexity to the Sports Market in the EU-27, making it a diverse and exciting market to explore.
Underlying macroeconomic factors: The Sports Market in EU-27 is heavily influenced by macroeconomic factors such as consumer spending, disposable income, and unemployment rates. In countries with strong economic growth, consumers have more disposable income to spend on leisure activities such as sports, driving demand for sports equipment, events, and services. On the other hand, high unemployment rates and low consumer confidence can result in decreased spending on sports, leading to slower market growth. Additionally, fiscal policies that support sports infrastructure and events, such as tax incentives and government funding, can also have a significant impact on the development of the Sports Market in EU-27. Strong economic health and supportive fiscal policies are essential factors for driving growth in this market. An aging population and changing demographics can also influence the Sports Market, as older consumers tend to be more active and participate in sports, creating opportunities for market growth.
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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