The Sports market in Southern Europe has seen steady growth due to factors such as the increasing popularity of online streaming services and the rising health consciousness among consumers. However, the minimal growth rate can be attributed to factors such as declining participation in traditional sports and the shift towards esports.
Customer preferences: As consumers become more health-conscious and prioritise wellness in their daily lives, we are seeing a rise in demand for health and fitness technologies in Southern Europe. This includes wearable devices and health tracking apps, as well as the popularity of online consultations for medical advice. This trend is partly driven by demographic shifts and lifestyle factors such as the need for remote management of chronic conditions.
Trends in the market: In Southern Europe, the Sports Market is experiencing a rise in digitalization and integration with technology. This trend is evident in the emergence of virtual and augmented reality experiences, allowing fans to engage with sports in new and immersive ways. Additionally, there is a growing trend of utilizing data analytics to track player performance and improve training methods. This shift towards more technology-based approaches has significant implications for industry stakeholders, such as increased efficiency, enhanced fan engagement, and the potential for new revenue streams through partnerships with technology companies. However, it also presents challenges for traditional methods and could lead to a shift in the power dynamics within the sports industry.
Local special circumstances: In Southern Europe, the Sports Market has unique local factors that differentiate it from other markets. For starters, the regions warm climate makes outdoor activities and sports a popular pastime. This has led to a strong demand for sports equipment and facilities. Additionally, the regions rich culture and history have influenced the types of popular sports, such as football in Spain and cycling in Italy. Furthermore, varying regulations and policies regarding sports leagues, player transfers, and fan engagement also play a significant role in shaping the market dynamics in this region.
Underlying macroeconomic factors: The Sports market in Southern Europe is heavily impacted by macroeconomic factors, including global economic trends and the economic health of individual countries. Fiscal policies, such as taxes and regulations, also play a significant role in shaping the market. For instance, countries with favorable regulations and significant investments in sports infrastructure tend to see higher market growth compared to those with stricter regulations and limited funding. Moreover, the rising prevalence of sedentary lifestyles and the aging population in Southern Europe have also contributed to the growing demand for sports and fitness solutions to promote active and healthy lifestyles.
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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