Free-to-air sports broadcasts contribute 4.9 billion to the European economy

According to a report commissioned by the European Broadcasting Union (UER) a Oxford Economics, the economic impact of public service media (MSP) sports broadcasting contributed €4.9 billion to European GDP and supported more than 60,000 jobs in 2022.

The results include direct contributions from content production and broadcasting and significant indirect and induced impacts due to supply chain spending and employee consumer spending. The study also explores wider impacts, such as how public media coverage attracts sponsorship revenue for sport.

The economic impact of sports activities of public service media evaluates the impact of 188,000 hours of sports programming broadcast on radio and television, from 44 EBU members in 31 countries, including high-profile and valuable events such as the FIFA World Cup finals and the World Athletics Championships. It also includes the online participation of millions of sports fans through websites, applications and social networks.

The report also reveals the many benefits of free-to-air sports broadcasting for culture and society, reinforcing the fundamental and unifying role of MSP organizations in this area.

“Our analysis reveals a symbiotic relationship between free-to-air sports broadcasting and economic vitality, illustrating the far-reaching effects of this dynamic industry across the continent,” notes Doug Godden, chief economist at Oxford Economics and author of the report. “In addition, offering sport for free has great value for the citizens of the countries in which EBU members operate.”

The economic footprint of sports broadcasting by EBU members can be broken down into three main areas. On the one hand, the production and broadcasting of sports content by MSPs contributed approximately 900 million euros to GDP y Employed more than 5,000 workers. Each worker generated an estimated economic value of 166,000 euros, well above the regional average.

There is also a indirect impact. Spending by EBU members on goods and services, including cameras, audiovisual rights, catering and editing services, stimulated another €2.7 billion in GDP and employed more than 38,000 people across the region. In particular, spending on sports rights played a key role in driving this impact.

Finally, the economic activity generated by salaries paid to employees of EBU members and those in their supply chain made an additional contribution of €1.4 billion to GDP and supported a further 16,420 jobs.

Sponsorship and advertising

In addition to providing broader economic advantages, such as obtaining sources of additional income for sport through sponsorship, advertising revenue and event hosting fees (and often stimulating local tourism from visiting sports fans), FTA media exposure can also help grow and expand the fan base of “emerging” sports, leading to increased gate and merchandising revenues.

The report also highlights that MSP sports coverage is a catalyst for broader social benefits, such as promoting participation in grassroots sports and health and well-being. The corresponding reduction in healthcare costs and productivity losses due to illness shows that the impact goes far beyond the playing field.

Glen Killane, CEO of Eurovision Sport, says: "This report underlines the extent to which public service media is fundamental to the sports ecosystem in Europe. With a combined potential audience of one billion people, our members ensure that sport has the best showcase in the world to inspire and encourage the athletes of the future."

"Supporting sports federations at national and international level is just one of the effects of the investment our Members provide. As non-profit organisations, our investment goes directly to where it matters most, providing an immense multiplier effect. It's not just about what happens on the field of play, but the countless opportunities that open up off it, driving substantial economic growth - in the billions in real terms - and providing profound benefits to people's mental and physical health. This would not be possible without the support, investment and dedication of our Members,” he adds.