The Soccer Market within the Sports Market in NAFTA is experiencing slow growth due to factors such as declining interest in traditional media and increasing popularity of online streaming services. However, there is potential for growth in the Soccer Merchandise sub-market as fan merchandise sales continue to increase. Despite the competitive Ticket Sales sub-market, the overall Soccer Market is expected to see moderate growth due to continued consumer interest in the sport.
Customer preferences: The changing cultural landscape and increasing diversity within the market have led to a demand for more inclusive and representative offerings in the Soccer Market within the Sports Market. This includes the use of diverse advertising and collaboration with diverse athletes, as well as the incorporation of culturally significant events and traditions into gameplay and marketing strategies. This shift towards inclusivity and representation reflects changing consumer preferences for authenticity and cultural relevance in their sports experiences.
Trends in the market: In the Soccer Market within the Sports Market, we are currently seeing a rise in the popularity of e-sports and online gaming. Many fans are turning to virtual alternatives to satisfy their love for the sport. In Mexico, there is a trend of using virtual reality technology to bring the game to life, while in Canada, fans are embracing online soccer games to fulfill their passion for the sport. This trend is expected to continue and could have significant implications for industry stakeholders, as they may need to adapt their marketing strategies and partnerships to cater to this growing virtual market.
Local special circumstances: In the Soccer Market within the Sports Market, the North American Free Trade Agreement (NAFTA) plays a crucial role in facilitating cross-border player transfers and expanding the market for professional soccer leagues. With free movement of players and relaxed foreign player quotas, teams are able to tap into a diverse pool of talent from neighboring countries. Additionally, the popularity of soccer in Mexico and the USs large Latino population create a strong consumer base, driving demand for merchandise, broadcasting rights, and international matches. The recent emergence of MLS teams in cities near the Canadian border highlights the potential for further growth in the NAFTA region.
Underlying macroeconomic factors: The Soccer Market within the Sports Market is heavily impacted by macroeconomic factors within the countries of NAFTA. National economic health, fiscal policies, and global economic trends all play a significant role in shaping the success of the soccer market. For instance, countries with strong economic growth are likely to experience a higher demand for sports entertainment and therefore, a larger soccer market. Additionally, favorable regulatory environments and investment in sports infrastructure can lead to larger and more successful soccer leagues, attracting top talent and increasing the markets overall performance. Furthermore, the growing popularity of soccer as a global sport, combined with the increasing purchasing power of emerging markets, provides a promising outlook for the growth of the Soccer Market within the Sports Market in NAFTA countries.
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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