Sports

Revenue in the Sports market is projected to reach US$93.41m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 3.37%, resulting in a projected market volume of US$110.20m 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$125.80 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 Serbia has been experiencing minimal growth, attributed to factors such as lack of government funding and limited popularity among the general population. While soccer remains the dominant sport, other sub-markets such as American football, basketball, baseball, and cricket struggle to gain traction. Limited investment and lack of resources hinder the markets growth potential in these sub-markets. However, initiatives to increase awareness and accessibility to these sports may lead to future growth opportunities.

Customer preferences: In recent years, there has been a significant rise in the popularity of e-sports in Serbia, as the younger generation embraces digital platforms for entertainment and competitive gameplay. This shift has resulted in a growing demand for e-sports tournaments and gaming events, with a focus on online streaming and mobile gaming. Additionally, the rise of social media influencers and content creators has also contributed to the dynamic growth of the e-sports industry in the country, with companies increasingly investing in sponsorships and partnerships with popular gamers and teams. This trend highlights the changing preferences of Serbian consumers towards digital and virtual experiences in the Sports market, as they seek new forms of entertainment and engagement.

Trends in the market: In Serbia, the Sports market is experiencing a rise in digital consumption and fan engagement. Live streaming and social media are becoming increasingly popular platforms for both athletes and fans to connect and share experiences. This trend is expected to continue, with a growing number of sports events being broadcasted online and virtual fan engagement initiatives being implemented. This has significant implications for industry stakeholders, such as sports teams and sponsors, who can leverage these platforms to reach a wider audience and increase brand visibility. Additionally, there is a growing demand for interactive and personalized experiences, providing opportunities for sports businesses to offer digital services and products tailored to individual consumer needs. This shift towards digitalization is expected to shape the future of the Sports market in Serbia, with technology playing a central role in driving growth and innovation.

Local special circumstances: In Serbia, the Sports Market has unique characteristics influenced by the countrys geographical location and cultural preferences. The market is dominated by soccer, basketball, and tennis, with a strong fan base and a tradition of successful teams. The governments support for sports development, coupled with the countrys growing economy, has led to a significant increase in sports sponsorships and investments. Additionally, the countrys strict regulations on sports betting have resulted in a thriving market for online sports gambling and fantasy sports.

Underlying macroeconomic factors: The Sports Market in Serbia is heavily influenced by macroeconomic factors such as the countrys overall economic health, fiscal policies, and global economic trends. As Serbia aims to join the European Union, its economy is experiencing improvements in areas such as infrastructure and foreign investment. This has a positive impact on the Sports Market, as it leads to increased consumer spending and a stronger demand for sports products and services. However, fluctuations in the global economy and changes in fiscal policies can directly affect the purchasing power of Serbian consumers, ultimately influencing the performance of the Sports Market. Additionally, the Serbian governments focus on sports as a means of improving national health and promoting tourism has led to increased funding and support for the sports industry, contributing to its 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.

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