The American Football market in China has been experiencing moderate growth due to factors such as slow adoption of digital technologies, limited awareness among consumers, and challenges in online ticket sales. However, growth potential in the sub-markets of media, merchandise, and ticket sales suggests that the market could see an uptick in the future.
Customer preferences: In recent years, there has been a noticeable shift in consumer preferences in the American Football Market within the Sports Market. With the rise of social media and digital platforms, fans are now looking for more immersive and interactive experiences. This has led to an increase in the demand for live stream and virtual reality viewing options for games. Furthermore, brands are also tapping into this trend by leveraging influencer marketing and creating personalized content to engage with the younger, tech-savvy audience.
Trends in the market: In China, the American Football Market is seeing a rising trend in the popularity of the sport, with an increasing number of youth participating in organized leagues and school programs. This presents a significant opportunity for industry stakeholders, as it allows for the growth of talent and potential for the sport to become more mainstream and commercially viable. However, at the same time, there is a concern about the potential for injuries and the need for proper training and safety measures, which could affect the long-term growth and sustainability of the market. Additionally, as the sport gains more traction in China, there is a potential for collaboration and partnerships with American football leagues and organizations, opening up new markets and revenue streams for industry stakeholders.
Local special circumstances: In China, American Football is a relatively new market, but it is rapidly expanding due to the countrys growing interest in sports and international influence. The government has also identified American Football as a key sport to promote, leading to the creation of youth programs and professional leagues. However, unique factors such as the cultural preference for soccer and the lack of familiarity with the sport present challenges for its growth. Additionally, regulatory restrictions on foreign ownership of teams and broadcasting rights may limit the markets potential. Despite these hurdles, the popularity of American Football among the younger generation and increasing disposable income are expected to drive its growth in the Chinese market.
Underlying macroeconomic factors: The growth of the American Football Market within the Sports Market is heavily influenced by macroeconomic factors such as consumer spending, disposable income, and overall economic stability. Economic trends such as a growing middle class and increasing consumer interest in sports and entertainment are driving the demand for American football. Additionally, government investments in sports infrastructure and sponsorship deals from major corporations are contributing to the growth of the market. However, economic challenges such as high inflation rates and economic instability can hinder the growth of the American Football Market. Moreover, the popularity of other sports in the country may also impact the growth of the market, as it competes for consumer attention and spending.
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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