Market Insights Advertising & Media Sports

American Football - Benelux

Benelux

Revenue in the American Football market is projected to reach €4.00m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 4.18%, resulting in a projected market volume of €4.91m by 2029.
In global comparison, most revenue will be generated in the United States (€23,710.00m in 2024).
The average revenue per user (ARPU) in the American Football market is projected to amount to €6.90 in 2024.
In the American Football market, the number of users is expected to amount to 710.5k users by 2029.
User penetration in the American Football market will be at 1.9% in 2024.

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Analyst Opinion

The American Football market in Benelux is experiencing moderate growth driven by factors like the increased use of digital media, growing fan interest, and the convenience of online merchandise and ticket sales. However, subdued growth may be impacted by the high cost of tickets and limited market presence compared to other sports. Strong competition from other sports in the region may also hinder growth.

Customer preferences: With the rise of technology, the American Football Market in the Sports Market has seen a growing demand for virtual training programs and streaming services for game analysis and strategy. This trend has been accelerated by the global pandemic, as more individuals have turned to virtual options for fitness and entertainment. Additionally, the popularity of e-sports and fantasy football leagues has increased, showcasing the shift towards digital engagement and competition within the American Football community.

Trends in the market: In the Benelux region, the American Football market is experiencing a rise in fan engagement through digital platforms. Teams are investing in social media and streaming services to reach a wider audience and provide unique, interactive experiences. In the United States, there is a growing trend of data-driven analytics in player training and performance, giving coaches and teams a competitive advantage. In the future, these trends could lead to a more global and connected American Football market, with increased revenue opportunities for teams, leagues, and broadcasters.

Local special circumstances: In the Benelux region, American football has a comparatively small following compared to traditional European sports like soccer and rugby. This is partly due to the cultural preference for these sports and geographical location. Unlike the US, where American football is the dominant sport, the Benelux region lacks the infrastructure and resources for the development and promotion of the sport. However, with the growing popularity of European leagues and the emergence of youth programs and grassroots efforts, American football is slowly making its mark. The market is also heavily influenced by local regulations, such as limitations on the sale of alcohol in stadiums, which can affect consumer spending and the overall game day experience.

Underlying macroeconomic factors: The American Football Market within the Sports Market is greatly affected by macroeconomic factors such as consumer spending, economic policies, and global trends. Countries with stable economies and high levels of consumer spending are likely to have a larger market for American football, as fans are more likely to spend on tickets, merchandise, and other related products. Fiscal policies, such as tax incentives and investment initiatives, also play a significant role in the growth of the market. Moreover, global trends, such as the increasing popularity of sports and increased investment in sports infrastructure, are also important factors influencing the American football market.

Methodology

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.