MADRID, 26 Ago. (EUROPA PRESS) –
Euro 2024 in Germany has generated an impact of €7.44 billion across the 10 host cities and the rest of the country, according to a holistic study conducted by Nielsen Sports, the world leader in sports data measurement and fan insight.
According to the study, more than 90% of this sum was the direct result of spending by the 2.7 million ticket holders – 44% of whom came from abroad – organisers and accredited persons, as well as the resulting indirect and induced economic effects. The most significant expenditure was on accommodation, travel to and within host cities, and food and drink both outside and inside the stadiums.
The report also revealed that almost two-thirds of ticket holders used public transport within the host cities. In addition, a total of €571 million in advertising value was generated between the host cities and the host country, thanks to their presence and visibility in global media.
UEFA President Aleksander Ceferin said that Euro 2024 in Germany was an “exceptional” tournament and an “unforgettable experience” for all involved. “The football was exceptional, the fans were delighted and the tournament had a significant economic and social impact on the host country. This shows that major sporting events are not just a triumph for the football community, but for society as a whole,” he said.
German Football Association (DFB) President Bernd Neuendorf said the study provided “impressive evidence” that EURO 2024 had had a “wide range of positive effects” across the ten venues and the country as a whole. “Not only has it provided us with great matches and a fantastic atmosphere in the stadiums, but it has also been an economic and social success,” he added.
The German Minister for the Interior and Community Affairs, Nancy Faeser, said that the European Championships had become “a summer of sport in the heart of Europe”. “I am very satisfied with the findings of the study: an economic impact of 7.4 billion euros in Germany exceeds the expectations of hosting the tournament in Germany. And I am particularly pleased that the economic, social and media impact of the tournament directly benefits the host cities,” she concluded.
The findings of the study demonstrate the positive impact of the tournament in several areas: 2.7 million spectators attended the 51 matches. On average, 23% of ticket holders came from the host cities, 33% from the rest of Germany and 44% from abroad.
On the other hand, 97% of international ticket holders said they wanted to visit Germany again, and 79% would recommend visiting the city that had hosted their match. In addition, 85% of residents of host cities said they felt proud to host Euro 2024.
Finally, on a social level, more than a quarter of residents in host cities said they had been inspired by the Euros and that they were doing more than two hours more sport than before.