Sports

Revenue in the Sports market is projected to reach US$770.20m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 3.29%, resulting in a projected market volume of US$905.60m 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$287.50 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 Portugal is experiencing a minimal growth rate, influenced by various factors such as the popularity of sub-markets like Soccer, American Football, Basketball, Baseball, and Cricket, as well as the increasing adoption of digital technologies and the growing health awareness among consumers. Additionally, the convenience offered by online sports services is also impacting this growth rate.

Customer preferences: The rising trend of health and wellness has translated into increased demand for organic and plant-based sports nutrition products in the Portuguese Sports market. Consumers are prioritizing clean and sustainable options, leading to the growth of plant-based protein powders, bars, and supplements. This shift is driven by the strong cultural appreciation for fresh and healthy food options, as well as the growing interest in sustainable living among younger demographics. As a result, brands are adapting by incorporating more ethical and sustainable practices in their supply chain and product offerings.

Trends in the market: In Portugal, the Sports market is experiencing a rise in technological advancements, with a focus on integrating digital services into the traditional sports industry. This includes the use of mobile apps for ticketing, livestreaming of events, and virtual training programs for athletes. Furthermore, there is a growing trend of incorporating virtual and augmented reality into live sporting events. These trends are significant as they aim to enhance the overall fan experience and engagement, while also providing a new revenue stream for clubs and organizations. However, this could also potentially disrupt the traditional business model of the Sports market, as well as create a divide between those who can afford to invest in these technologies and those who cannot. Industry stakeholders will need to carefully navigate this digital transformation in order to best capitalize on these trends while also ensuring inclusivity and retaining the essence of the Sports market.

Local special circumstances: In Portugal, the Sports Market is heavily influenced by the countrys deep passion for sports, particularly football. With its mild climate and beautiful landscapes, Portugal has also become a popular destination for outdoor sports such as surfing and hiking. Additionally, the countrys history and culture play a significant role in shaping its Sports market, with events like the Tour de Portugal and the Lisbon Half Marathon attracting both tourists and locals. Government regulations, such as tax incentives for sports clubs, also impact the market, encouraging the development of professional athletes and contributing to the overall growth of the sports industry in Portugal.

Underlying macroeconomic factors: The Sports Market in Portugal is influenced by macroeconomic factors such as economic stability, disposable income, and government spending. A stable economy and higher disposable income allow consumers to spend more on sports-related activities and products, leading to market growth. Government spending on sports infrastructure and events also has a significant impact on the market, as it creates opportunities for players, sponsors, and other stakeholders. Moreover, with the global trend of increasing focus on health and wellness, countries with favorable economic conditions are experiencing a surge in demand for sports and fitness products. This trend is expected to continue, driven by factors like growing health consciousness and rising awareness about the benefits of regular physical activity.

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.