Market Insights Advertising & Media Sports

American Football - Malaysia

Malaysia

Revenue in the American Football market is projected to reach €2.07m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.74%, resulting in a projected market volume of €2.37m 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 €7.35 in 2024.
In the American Football market, the number of users is expected to amount to 286.7k users by 2029.
User penetration in the American Football market will be at 0.8% in 2024.

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Analyst Opinion

The American Football Market in Malaysia is seeing moderate growth, driven by factors such as increasing interest in the sport, growing availability of media coverage and merchandise, and the convenience offered by online ticket sales. However, the markets growth is limited due to low overall popularity of American football in the country. Efforts to promote the sport and engage more consumers could help boost its growth in the future.

Customer preferences: Sports fans in both Malaysia and the United States are showing a growing interest in more personalized and interactive sports experiences. This is evident in the rise of fan-driven digital platforms, where enthusiasts can access exclusive content, interact with their favorite players, and participate in virtual games. This trend is fueled by the desire for more customizable and inclusive sports experiences, as well as the growing influence of social media and technology in everyday life. As a result, we can expect to see a continued shift towards digital and fan-driven offerings in the American Football Market within the Sports Market, catering to the changing preferences of sports audiences.

Trends in the market: The American Football Market is experiencing a shift towards technology and data analytics, mirroring the global trend in sports. In Malaysia, there is a growing interest in wearable technology that allows players to track their performance and improve training. In the US, NFL teams are adopting advanced data analysis tools to optimize player performance and prevent injuries. This trend highlights the importance of data-driven decision making and presents opportunities for companies offering innovative solutions in the sports tech market. As the demand for data-driven strategies grows, industry stakeholders must keep pace with the evolving landscape to stay competitive.

Local special circumstances: In Malaysia, the American Football market is relatively small compared to other Sports markets due to the cultural preference for more traditional sports such as football and badminton. However, with advancements in technology and the rise of social media influencers, the market is gradually gaining traction among younger demographics. In the US, American Football has a stronger presence due to its deep-rooted cultural significance and significant investment from major corporations. This has led to the development of advanced training facilities and collaborations with reputable sports leagues, creating a highly competitive and innovative market.

Underlying macroeconomic factors: The American Football Market within the Sports Market industry in Malaysia is influenced by several macroeconomic factors. This includes the overall economic health of the country, global market trends, fiscal policies, and other financial indicators that impact market performance. Malaysias strong economic growth and stable political landscape have contributed to the growth of the American Football Market, with increasing investment in sports infrastructure and facilities. Furthermore, the rising popularity of American football internationally has also led to an increase in demand for the sport in Malaysia. However, regulatory challenges and limited funding for the sports industry may hinder the markets growth. Additionally, the increasing health consciousness and disposable income among the population in Malaysia contribute to the markets growth as more individuals are willing to invest in sports-related activities.

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.