Market Insights Advertising & Media Sports

American Football - Italy

Italy

Revenue in the American Football market is projected to reach €8.54m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.75%, resulting in a projected market volume of €9.78m 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 €7.31 in 2024.
In the American Football market, the number of users is expected to amount to 1,270.0k 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 Italy is currently experiencing minimal growth due to a variety of factors. These include a lack of widespread adoption of digital technologies within the industry, limited awareness and interest among consumers, and the high cost associated with American Football in Italy compared to other sports. These challenges have resulted in a slower growth rate for the overall Sports Market in Italy and will need to be addressed in order for the American Football market to reach its full potential.

Customer preferences: With the rise of social media and online communities, consumer engagement is becoming a key factor in the American Football Market. Brands are focusing on developing interactive fan experiences, such as virtual reality and augmented reality games, to maintain their audiences attention and generate customer loyalty. Additionally, the increasing popularity of personalized merchandise, fueled by social media influencers and athlete endorsements, is shaping consumer preferences in the American Football Market. As a result, companies are investing in unique and customizable products to cater to the growing demand for personalization in the market.

Trends in the market: In Italy, there is a growing interest in American football, with an increase in the number of youth and amateur teams. This trend is driven by the rise of social media and the exposure of this sport to a wider audience. In the United States, the American Football market is seeing a shift towards player safety, with the implementation of new rules and technology to reduce the risk of serious injuries. This trend is significant for industry stakeholders as it addresses growing concerns about player safety and has potential implications on the sports popularity and financial success. Additionally, there is an increasing demand for international expansion, with the NFL hosting games in different countries and exploring potential markets in Europe. This trend could open up new opportunities for growth and revenue for the American Football market.

Local special circumstances: In Italy, the American Football Market is influenced by the countrys strong soccer culture, which often takes precedence over other sports. This has resulted in a smaller and less popular market for American Football. However, in the US, American Football dominates as the most popular sport, resulting in a highly competitive and lucrative market. Additionally, in Italy, there are strict regulations and bureaucratic hurdles for organizing sporting events, which can hinder the growth of the American Football Market. In contrast, the US has a well-established infrastructure and fan base for American Football, making it a prime market for global expansion and growth. This creates a unique dynamic in the American Football Market, where the cultural and regulatory differences between Italy and the US play a significant role in shaping market trends.

Underlying macroeconomic factors: The American Football Market within the Sports Market is heavily influenced by macroeconomic factors such as consumer spending, competitiveness, and market saturation. Countries with a strong economy and high levels of disposable income tend to have a larger and more lucrative American Football Market. Fiscal policies such as tax breaks and government support for the sport can also play a significant role in driving growth. Additionally, global economic trends and the popularity of other sports can impact the demand for American Football, while national economic health, including unemployment rates and inflation, can affect consumer confidence and spending power within 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.