Market Insights Advertising & Media Sports

American Football - New Zealand

New Zealand

Revenue in the American Football market is projected to reach €1,040.00k in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 4.08%, resulting in a projected market volume of €1,270.00k 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 €7.50 in 2024.
In the American Football market, the number of users is expected to amount to 149.6k users by 2029.
User penetration in the American Football market will be at 2.6% in 2024.

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Analyst Opinion

The American Football market in New Zealand is experiencing minimal growth, influenced by factors such as limited media coverage, less demand for merchandise, and higher ticket prices. This can be attributed to the countrys smaller population and preference for other sports. However, the emerging popularity of American Football among young Kiwis and investments in youth development programs may positively impact the markets growth rate in the future.

Customer preferences: Consumers in the American Football Market within the Sports Market are increasingly prioritizing convenience and on-demand services. The popularity of mobile ticketing and contactless payments has risen significantly, reflecting a growing preference for seamless and hassle-free transactions. Additionally, the demand for connected fitness equipment has also increased, as people look for ways to stay active and engage in personalized workouts from the comfort of their homes. This shift towards digital solutions highlights the evolving lifestyle of consumers seeking easier and more efficient ways to engage in the sport.

Trends in the market: In New Zealand, there has been a significant increase in the popularity of American football in recent years. This trend can be attributed to the success of the national team, the New Zealand Ironmen, and the establishment of a national league. In the United States, the American football market has seen a trend towards greater inclusivity and diversity, with more women and minorities playing at both amateur and professional levels. This has led to increased viewership and revenue for the sport. In terms of potential implications, this trend could lead to a more globalized and diverse American football market, providing opportunities for international expansion and increased fan engagement.

Local special circumstances: In New Zealand, rugby reigns supreme as the most popular sport, making it a significant competitor to the American Football market. However, American football has started to gain traction in recent years due to the growing popularity of the NFL and the countrys increasing connection to American culture. The cultural influence, together with the geographic location, has led to a unique blend of rugby and American football, resulting in a new style of play that sets the New Zealand market apart from others. The local regulatory landscape, specifically safety regulations and equipment requirements, also plays a crucial role in shaping the American Football market in New Zealand.

Underlying macroeconomic factors: One of the major macroeconomic factors driving the American Football Market in the United States and in New Zealand is the overall economic health of these countries. A robust economy with high levels of disposable income can lead to increased consumer spending on sports, including the purchase of tickets, merchandise, and broadcast rights. Additionally, favorable fiscal policies such as tax incentives and subsidies for sports organizations can attract investment and drive growth in the market. Another important factor is the popularity of the sport within the country, which can be influenced by cultural and societal factors. Moreover, the continued growth of streaming services and digital media platforms has opened up new revenue opportunities for the American Football Market, providing a global audience and potential for increased sponsorship and advertising revenue.

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.