This briefing analyses the commercial opportunities that exist across sports properties in North America, through a proprietary methodology and four case studies. The region is home to some of the world’s top leagues and many famous teams from different sports. Important trends in the sports industry, such as the commercialisation of sport consumption, originated in the US; however, North American sports properties still have to step up their efforts to develop globally.
Across Western Europe, the best commercial opportunities have been detected in two industries - soft drinks, and alcoholic drinks. Due to the long sport tradition that runs through all the region, sports industry is highly developed. As a consequence, several sectors including apparel and footwear, health and wellness, and luxury goods, present on average less opportunities.
Western Europe is a global hub for many of the most followed sports, especially football/soccer, however, despite the great interest it draws abroad, the regional partnership landscape remains local: only 13% of sponsors in 2018 come from outside Western Europe.
Despite an evergreen interest in sports and revenue figures soaring, sluggish consumer expenditure in the region (-0.9% over 2008-2018) threatens the consumption of sport. Attending sport events is becoming rarer, especially among the youngest and the low income population - the same fan segment that clubs are increasingly struggling to engage with.
The main challenge for WE top sport properties is to tap into the fanbase and the commercial potential that exists outside the region. However, governing bodies have so far shown resistance. Other sport properties have instead their focus on engaging their local fanbase - especially the young, and securing sponsorships with companies well established in their country.
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