Sports

Revenue in the Sports market is projected to reach US$866.70m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 3.24%, resulting in a projected market volume of US$1.02bn 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$67.20 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 Turkey has seen steady but minimal growth, influenced by factors such as the increasing popularity of digital technologies, growing health awareness among consumers, and the convenience of online sports services. This growth rate may be impacted by a lack of diversity in the market, with a focus on traditional sports like soccer and basketball.

Customer preferences: Consumer preferences in the Turkish Sports market have shifted towards more sustainable and ethical options, as environmental concerns and social responsibility become top priorities. This has resulted in the rise of eco-friendly sports gear and ethical sports brands that promote fair labor practices. Additionally, there has been a growing interest in sports and fitness activities that incorporate traditional Turkish practices and culture, further amplifying the trend of embracing sustainability and cultural heritage in the sports sector.

Trends in the market: In Turkey, the Sports market is experiencing a significant increase in demand for digital platforms and services. This trend has been accelerated by the COVID-19 pandemic, as people look for ways to stay active and connected while practicing social distancing. Online fitness classes, virtual training sessions, and e-sports tournaments have become popular among consumers. This trend is expected to continue in the near future, as Turkish consumers continue to prioritize health and wellness. Industry stakeholders must adapt to this trend by investing in digital infrastructure and resources to provide a seamless, personalized experience for consumers. Failure to do so may result in losing out on potential revenue and customers to competitors who have embraced this trend.

Local special circumstances: In Turkey, the Sports Market is heavily influenced by the countrys strong love for football, which is considered a national sport. This has led to the popularity of related products and services, such as branded merchandise and sports betting. Additionally, Turkish culture places importance on physical fitness and outdoor activities, leading to a demand for sports equipment and facilities. Due to government initiatives, the market has also seen a growth in sports tourism, with major events being hosted in the country.

Underlying macroeconomic factors: The Sports Market in Turkey is heavily influenced by macroeconomic factors, such as the countrys economic stability and governments fiscal policies. With a growing economy and favorable investment climate, Turkey has seen a rise in the popularity of sports, leading to an increase in demand for related products and services. Additionally, the countrys focus on developing its sports infrastructure and hosting major international events has also contributed to the growth of the market. As a result, Turkey continues to attract foreign companies and investments, further driving the growth of the Sports 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.

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