Sports

Revenue in the Sports market is projected to reach US$63.26m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.30%, resulting in a projected market volume of US$70.88m by 2029.
In global comparison, most revenue will be generated United States (US$49.76bn in 2024).
The average revenue per user (ARPU) in the Sports market is projected to amount to US$15.61 in 2024.

Definition:

The sports market encompasses various segments related to popular sports such as Soccer, Football, Basketball, Baseball, and Cricket. These segments include media, ticket sales, and merchandise sales, catering to the diverse needs of sports enthusiasts worldwide.

Structure:

Media: This market focuses on revenues generated from broadcasting rights, digital streaming services, advertising, and sponsorships related to sporting events. It encompasses television broadcasting, online streaming platforms, and radio broadcasts dedicated to Soccer, Football, Basketball, Baseball, and Cricket.
Ticket Sales: This part comprises revenues generated from the sale of tickets for live sporting events, including matches, tournaments, and championships in Soccer, Football, Basketball, Baseball, and Cricket. It encompasses sales from both physical ticket outlets and online ticketing platforms.
Merchandise Sales: This market includes revenues derived from the sale of sports-related merchandise such as jerseys, caps, memorabilia, equipment, and accessories associated with Soccer, Football, Basketball, Baseball, and Cricket. It covers sales through retail outlets, online stores, and official team or league merchandise shops.

Additional information:

The market metrics include revenues, users, average revenue per user, and market penetration rates. Revenues are primarily driven by consumer spending on media subscriptions, ticket purchases, and merchandise. Insights into the consumer market also encompass data on specific sports events, teams, and leagues, providing comprehensive analytics for informed decision-making.

Key players in the sports market include major sports leagues, broadcasting networks, sports apparel brands, and retail chains specializing in sports merchandise. For further details on the data presented, refer to the information provided alongside the respective data sets.

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 Sports market in Malaysia has seen marginal growth in recent years, influenced by factors such as increasing participation in popular sub-markets like soccer and basketball, rising awareness of the importance of physical activity, and the convenience of online sports services. However, this growth rate has been impacted by intermittent lockdowns and restrictions on gatherings due to the COVID-19 pandemic.

Customer preferences: Sports have always been a popular pastime in Malaysia, with a strong emphasis on traditional sports such as sepak takraw, badminton, and football. However, in recent years, there has been a growing interest in non-traditional sports like rock climbing, skateboarding, and mixed martial arts. This can be attributed to the changing demographics and lifestyle preferences of Malaysian consumers, particularly the younger generation. With an increasing focus on health and wellness, there is a growing demand for alternative and unconventional forms of physical activity that offer a mix of fitness, social interaction, and adrenaline rush. This trend is also backed by the rising availability of specialized sports facilities and the influence of social media, which promotes and normalizes these activities for a wider audience. As a result, the Sports market in Malaysia is diversifying and expanding, with a shift towards more niche and experiential offerings.

Trends in the market: In Malaysia, the Sports market is experiencing a rise in virtual events and virtual sports training due to the COVID-19 pandemic. This trend has allowed athletes to continue training and participating in competitions despite social distancing measures. At the same time, there is an increase in the use of technology and data analytics in the sports industry, with sports organizations and brands adopting digital strategies to connect with fans, promote merchandise, and gather insights about consumer behavior. This trend is expected to continue post-pandemic, creating new opportunities for stakeholders in the Sports market to innovate and expand their reach through technology.

Local special circumstances: In Malaysia, the Sports Market is heavily influenced by the diverse cultural and ethnic makeup of the country. Traditional sports like sepak takraw and silat hold significant cultural importance, while western sports such as basketball and football are gaining popularity among younger generations. Furthermore, the countrys tropical climate enables year-round outdoor activities, and Malaysias growing economy has led to increased participation in sports and fitness, creating a lucrative market for sports equipment and apparel. The governments initiatives to promote a healthy lifestyle and develop sports infrastructure have also contributed to the growth of the Sports Market in Malaysia.

Underlying macroeconomic factors: The Sports Market in Malaysia is significantly impacted by macroeconomic factors such as GDP growth, consumer spending trends, and government policies. As a developing country, Malaysia has experienced steady economic growth in recent years, leading to increased disposable income and consumer spending. This has translated into higher demand for sports goods and services, including gym memberships, sports equipment, and sporting event tickets. Additionally, the Malaysian government has implemented policies aimed at promoting sports and physical activity, such as tax incentives for sports-related businesses and investment in sports infrastructure. These factors are expected to continue driving growth in the Sports Market in Malaysia.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.