The Soccer Market in the Baltics has shown slow growth due to factors such as traditional preferences for live game attendance, limited media coverage, and lack of major international success for local teams. Digitalization and increasing interest from younger generations may stimulate growth in Soccer Media and Merchandise sub-markets.
Customer preferences: The rising popularity of professional soccer in the Baltics has brought about a significant increase in demand for digital and virtual experiences. With the availability of online streaming platforms and social media, fans can now access live matches, virtual tours, and e-commerce platforms to support their favorite teams. This trend is further accelerated by the younger generations preference for digital content consumption and the convenience it offers for remote fans to stay connected with the sport.
Trends in the market: In the Baltics, the soccer market is experiencing a surge in the use of social media and online streaming platforms for fan engagement and sports content consumption. This trend is driven by the rise of digitalization and the increasing popularity of mobile devices, leading to a significant shift in how fans interact with their favorite sports teams and players. Industry stakeholders are capitalizing on this trend by investing in social media strategies and creating exclusive content for digital platforms, with potential implications for traditional broadcasting and ticket sales.
Local special circumstances: In the Baltics, the Soccer Market is heavily influenced by the regions passion for the sport, as well as the strong involvement of local clubs and associations. Additionally, the market is shaped by the countries geographical proximity to major European leagues, resulting in a close connection and exchange of players. The regions small population and relatively low purchasing power also play a significant role in the market, with ticket prices and player salaries being noticeably lower compared to other European countries. This creates a unique market dynamic, with a strong emphasis on local talent development and strategic partnerships with larger leagues.
Underlying macroeconomic factors:
The Soccer Market within the Sports Market in the Baltics is heavily influenced by macroeconomic factors such as overall economic stability, income levels, and government support for sports development. Strong economic growth and rising incomes in the region have led to increased spending on sports, including investments in soccer infrastructure and facilities. Moreover, government policies promoting the development of youth sports and investments in professional soccer leagues have also contributed to the growth of the market. Additionally, the global popularity of soccer as a sport and the emergence of new digital platforms for broadcasting and marketing have further propelled the growth of the Soccer Market in the Baltics. The overall macroeconomic landscape in the region, with favorable economic conditions and government support, bodes well for the future growth of this market.
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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