Sports

Revenue in the Sports market is projected to reach US$2.00m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.33%, resulting in a projected market volume of US$2.24m 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$24.16 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 Malta has seen a slow but steady growth rate, influenced by factors such as the countrys relatively small population, limited resources, and competition from other popular recreational activities. Despite this, the market continues to thrive due to a strong fanbase and government support for sports development. Other key drivers include the rise of e-sports and the increasing popularity of international tournaments held in Malta. However, challenges such as limited infrastructure and a lack of professional leagues pose a threat to the markets growth potential.

Customer preferences: As in other countries, Malta has seen a significant growth in e-commerce for sports-related products. With the rise of digital platforms, consumers are increasingly opting to purchase sports equipment, apparel, and tickets online, opening up opportunities for both local and international retailers. This shift towards online shopping is also driven by convenience and a desire for a wider range of options, with many Maltese consumers now favoring the ease and variety of online shopping over traditional brick-and-mortar stores. This trend is further amplified by Maltas relatively small population and geographic size, making online shopping a practical choice for many consumers.

Trends in the market: In Malta, the Sports market is experiencing a shift towards digitalization, with the incorporation of technology in various aspects of the industry. This includes the use of virtual training programs, online ticket sales, and digital marketing strategies. This trend is expected to continue as industry stakeholders recognize the potential benefits of digitalization, such as improved customer experience and increased revenue. However, this also poses potential challenges, as smaller businesses may struggle to keep up with the rapid pace of technological advancements. Additionally, there may be a shift towards data-driven decision making, as the use of analytics and data collection becomes more prevalent in the Sports market. This could lead to a more targeted and personalized approach to marketing and fan engagement. Ultimately, the digitalization trend in the Sports market in Malta has the potential to foster growth and innovation, but also requires careful consideration and adaptation from all industry stakeholders.

Local special circumstances: In Malta, the Sports Market is heavily influenced by the countrys small size and strong community ties. Despite its limited population, sports are deeply embedded in Maltese culture and government support for athletes and sports organizations is significant. Additionally, Maltas location in the Mediterranean makes it a popular destination for international sports events, such as the Malta Marathon and the European Shooting Championships. This combination of cultural importance and government support makes the Maltese Sports Market a unique and thriving industry.

Underlying macroeconomic factors: In the Sports Market in Malta, macroeconomic factors play a significant role in shaping the markets performance. This includes global economic trends such as consumer spending on sports-related activities and equipment, as well as national economic health indicators such as GDP and unemployment rate, which can impact the overall demand for sports products and services. Fiscal policies, such as taxation and government spending, can also have an impact on the market by influencing consumer purchasing power and business investments. Other relevant financial indicators to consider include inflation rates and exchange rates, which can affect the cost of importing and exporting sports goods. Overall, a strong and stable macroeconomic environment can stimulate growth in the Sports Market, while economic uncertainties can lead to fluctuations in demand and low market performance.

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.