Sport Events - Europe

  • Europe
  • Revenue in the Sport Events market is projected to reach US$7.78bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 2.39%, resulting in a projected market volume of US$8.55bn by 2028.
  • In the Sport Events market, the number of users is expected to amount to 53.3m users by 2028.
  • User penetration will be 6.0% in 2024 and is expected to hit 6.3% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$152.10.
  • In global comparison, most revenue will be generated in the United States (US$16,430.00m in 2024).
  • With a projected rate of 17.1%, the user penetration in the Sport Events market is highest in Luxembourg.

Key regions: India, Brazil, Germany, South Korea, China

Region comparison

Analyst Opinion

The Sport Events market in Europe is experiencing significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trend. Customer preferences play a crucial role in the growth of the Sport Events market in Europe. Consumers are increasingly seeking out unique and immersive experiences, and sports events provide just that. Attending live sports matches or tournaments allows fans to feel the excitement and energy of the game firsthand, creating unforgettable memories. Additionally, there is a growing interest in sports tourism, with fans traveling to different countries to watch their favorite teams or athletes compete. This desire for experiential and travel-based entertainment is driving the demand for sport events across Europe. Several trends in the market are fueling the growth of the Sport Events market in Europe. One notable trend is the increasing popularity of niche and alternative sports. While traditional sports like football, basketball, and tennis still dominate, there is a rising interest in sports such as extreme sports, eSports, and adventure races. These unique sporting events attract a niche audience and provide opportunities for new and exciting experiences. Furthermore, the emergence of digital platforms and streaming services has made it easier for fans to access and engage with sports events, regardless of their location. This trend has expanded the reach and visibility of sport events, attracting a wider audience and driving growth in the market. Local special circumstances also contribute to the development of the Sport Events market in Europe. Many countries in Europe have a rich sporting heritage and a strong culture of spectatorship. This creates a favorable environment for hosting and attending sports events. Additionally, the presence of world-class sporting facilities and infrastructure in major European cities makes it easier to organize and host large-scale events. The accessibility and convenience of these venues attract both domestic and international fans, further boosting the market. Underlying macroeconomic factors are also driving the growth of the Sport Events market in Europe. The overall economic stability and disposable income of consumers play a significant role in their ability to attend and participate in sports events. As the European economy continues to recover and grow, consumers have more financial resources to allocate towards leisure activities, including attending sports events. Furthermore, the positive impact of sports events on local economies, through increased tourism and spending, makes them an attractive investment for governments and sponsors. This support and investment contribute to the growth and development of the market. In conclusion, the Sport Events market in Europe is experiencing growth and development due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The desire for unique experiences, the popularity of niche sports, the accessibility of digital platforms, and the presence of world-class sporting facilities all contribute to the positive trend. Additionally, the economic stability and financial resources of consumers, as well as the positive impact on local economies, further drive the growth of the market.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


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 and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.


  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
Please wait