Sport Events - Japan

  • Japan
  • Revenue in the Sport Events market is projected to reach US$1.20bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 2.02%, resulting in a projected market volume of US$1.30bn by 2028.
  • In the Sport Events market, the number of users is expected to amount to 12.5m users by 2028.
  • User penetration will be 9.9% in 2024 and is expected to hit 10.2% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$97.12.
  • 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 Japan has been experiencing significant growth in recent years, driven by a combination of customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences:
Japanese consumers have shown a strong interest in sports events, both as spectators and participants. The popularity of traditional sports such as sumo wrestling and martial arts has remained strong, while there has been a growing interest in international sports such as soccer, baseball, and basketball. Additionally, there is a trend towards participation in sports events, with many individuals taking part in marathons, triathlons, and other sporting competitions. This increased interest in sports events has created a demand for a wide range of events catering to different sports and interests.

Trends in the market:
One of the key trends in the Sport Events market in Japan is the increasing number of international sporting events being hosted in the country. Japan has successfully hosted major events such as the Rugby World Cup in 2019 and is set to host the Summer Olympics in 2021. These events not only attract a large number of spectators from around the world but also stimulate the local economy through increased tourism and infrastructure development. The success of these events has positioned Japan as a desirable destination for future international sporting events. Another trend in the market is the growing popularity of e-sports events. E-sports, or competitive video gaming, has gained a significant following in Japan, particularly among the younger generation. With the rise of professional e-sports leagues and tournaments, there has been an increase in the number of e-sports events being organized in Japan. These events attract both professional players and enthusiastic spectators, contributing to the overall growth of the Sport Events market.

Local special circumstances:
Japan's unique cultural heritage and traditions also play a role in the development of the Sport Events market. Traditional sports such as sumo wrestling and martial arts have deep roots in Japanese culture and continue to attract a dedicated fan base. Additionally, Japan's strong focus on discipline, teamwork, and fair play in sports has helped cultivate a positive sporting environment, making it an attractive destination for athletes and sports enthusiasts.

Underlying macroeconomic factors:
Japan's strong economy and high disposable income levels have contributed to the growth of the Sport Events market. With a large and affluent population, there is a significant market for sports events and related merchandise. The government's focus on promoting sports and physical activity as part of a healthy lifestyle has also played a role in driving the market growth. In conclusion, the Sport Events market in Japan is experiencing significant growth due to customer preferences for sports events, including both traditional and international sports, as well as the increasing popularity of e-sports. The hosting of major international sporting events and Japan's unique cultural heritage further contribute to the market's development. Additionally, Japan's strong economy and government support for sports and physical activity provide a favorable environment for the growth of the Sport Events 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
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