Market Insights Advertising & Media Sports

American Football - Europe

Europe

Revenue in the American Football market is projected to reach €452.40m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.19%, resulting in a projected market volume of €504.10m by 2029.
In global comparison, most revenue will be generated in the United States (€23,960.00m in 2024).
The average revenue per user (ARPU) in the American Football market is projected to amount to €26.42 in 2024.
In the American Football market, the number of users is expected to amount to 18.9m users by 2029.
User penetration in the American Football market will be at 2.0% in 2024.

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Analyst Opinion

The American Football market in Europe is experiencing minimal growth due to various factors such as declining media coverage, limited merchandise availability, and high ticket prices. While there is still a strong interest in the sport, these sub-markets are being impacted by competing industries and changing consumer preferences.

Customer preferences: A significant trend observed in the American Football Market within the Sports Market is the growing interest in sustainable and ethical practices. This is reflective of a larger shift towards conscious consumerism, with individuals becoming more mindful of the environmental and social impact of their purchases. As a result, there is a rising demand for eco-friendly and ethically sourced merchandise, such as jerseys made from recycled materials or team apparel produced under fair labor conditions. This trend is further exemplified by the increasing popularity of team partnerships with charitable organizations and initiatives promoting sustainability in the sports industry.

Trends in the market: In the American football market, there is a growing trend of utilizing advanced player tracking technology and data analytics to improve team performance and prevent injuries. This trend is significant as it allows teams to make data-driven decisions and optimize their training and game strategies. Additionally, there is a rise in the use of virtual and augmented reality in football training, giving players a more immersive learning experience. This trend presents potential implications for industry stakeholders, including the opportunity to attract more tech-savvy fans and potential partnerships with technology companies.

Local special circumstances: In the American Football Market within the Sports Market, there are notable differences between Europe and the US. In Europe, the sport tends to be dominated by smaller, local teams, whereas in America, professional leagues and franchises hold significant power. This is due to cultural and historical differences in how the sport has developed in each region. Additionally, the regulatory environment for American football in Europe is more fragmented, with different rules and governing bodies in each country. This can make it more challenging for international teams and players to enter the market. These unique factors play a significant role in shaping the dynamics of the American Football Market within the Sports Market, creating opportunities and challenges for growth and expansion.

Underlying macroeconomic factors: The American Football Market within the Sports Market is heavily impacted by macroeconomic factors such as consumer spending, GDP growth, and federal policies. Strong economies with high rates of disposable income tend to have a larger fan base for American football, leading to higher attendance and revenue for teams. Additionally, the success of the American football market is closely tied to the national economic health, as a strong economy can attract business investments and drive popularity and interest in the sport. Fiscal policies, such as tax breaks for sports venues and promotional initiatives, can also significantly impact the growth and profitability of the 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.