The American Football market in Canada is experiencing subdued growth due to factors such as declining interest in the sport, competition from other sports, and high ticket prices. This is despite the growth potential of sub-markets such as media, merchandise, and ticket sales. Factors like the availability of online streaming, the rise of e-commerce, and the impact of COVID-19 restrictions have all contributed to the slow growth rate. However, with efforts to diversify the fan base and enhance the overall fan experience, the market has the potential to see a surge in growth in the future.
Customer preferences: Consumers in the American Football Market are becoming more conscious of their overall health and fitness, leading to a rise in the use of wearable technology and fitness tracking apps. This increased focus on personal well-being is attributed to shifting cultural norms, where individuals are prioritizing their physical and mental health. Additionally, there has been a surge in online coaching and training programs, catering to a more digital-savvy generation of athletes. This trend highlights the growing importance of holistic wellness and personalized training in the sports industry.
Trends in the market: In Canada and the United States, the American Football market is experiencing a surge in popularity, with a growing emphasis on player safety and equipment advancements. In Canada, there is a trend towards incorporating technology and analytics in training and game strategies, while in the US, there is a focus on expanding the sports reach and appeal through international games and partnerships. Additionally, there is a shift towards incorporating sustainable and eco-friendly practices in football stadiums and facilities, which could potentially lead to cost savings and improved fan experience. This trend is likely to continue as the market becomes more competitive and stakeholders prioritize community engagement and social responsibility.
Local special circumstances: In Canada and the United States, American Football has a strong presence in the Sports market due to cultural significance and longstanding traditions. Canadas strong support for the sport is attributable to its close ties to hockey and its inherent physicality. In contrast, the American market is driven by its large population and the pervasive influence of media coverage. The uniquely strong interest and investment in this sport, compared to others, is heavily influenced by national and regional interests specifically related to this game.
Underlying macroeconomic factors: The Canadian and American Football Market within the Sports Market is influenced by macroeconomic factors such as consumer spending, government policies, and global economic trends. Countries with strong economies and high consumer spending are likely to see a higher demand for football, as fans have more disposable income to spend on tickets, merchandise, and other related activities. On the other hand, countries with economic challenges and lower consumer spending may experience a decline in the football market. Additionally, government policies related to sports funding, infrastructure, and regulations can impact the growth and performance of the football market. Finally, global economic trends such as trade agreements and currency fluctuations can also play a role in shaping the market for Canadian and American football.
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.
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