Featured image credit: DFB
UEFA Euro 2024 generated an economic impact for Germany and its 10 host cities of €7.442bn (£6.26bn/$8.27bn), according to a new report.
The study conducted by Nielsen Sports, on behalf of European football’s governing body, stated that Euro 2024 had a total economic impact of €6.776bn on the host country, consisting of a direct economic impact of €2.1bn plus an indirect and induced impact of €4.7bn. Media impact of €571m and social impact of €95m brought the total figure up to the €7.442bn mark.
The spending by ticket holders was the most important source of direct economic impact. More than 90% of this sum was the direct result of expenditure by the 2.7 million ticket holders, organisers and accredited persons as well as the resulting indirect and induced economic effects.
The most significant expenses included accommodation, travel to and within the host cities, and food and beverages outside and inside the stadiums. The study also found that almost two-thirds of ticket holders used public transport within the host cities.
The 51 matches staged from June 14 to July 14 were attended by 2.7 million spectators. Some 1.7 million of these were unique ticket holders, who attended at least one match. On average, 23% of ticket holders came from the host cities, 33% from the rest of Germany and 44% from abroad.
Of those that travelled from overseas, the UK made up the highest percentage of visitors (9.4%) followed by the Netherlands (4.4%) and Switzerland (4%). In total, ticket holders came from 119 different countries, with 22% female and the average age being around 43 years.
The report stated that event organiser spending amounted to €649.6m to put on Euro 2024, with 55% of this sum accounted for by local organising committee, Euro 2024 GmbH, and UEFA, and the remainder by the host cities. None of the 10 stadia utilised were new builds, with only relatively minor upgrade work undertaken across those chosen.
Commenting on the report, which can be read in full here, UEFA president Aleksander Čeferin said: “UEFA Euro 2024 in Germany was an outstanding tournament and an unforgettable experience for everyone involved.
“The football was exceptional, the fans were delighted, and as this report clearly demonstrates, the tournament had a significant economic and social impact on the host country. This proves that major sporting events are not just a triumph for the football community but for society as a whole.
“As reflected in our motto – football unites people. We can already look ahead with excitement to UEFA Euro 2028 in the United Kingdom and Republic of Ireland, as well as UEFA Euro 2032 in Italy and Türkiye.”
Bernd Neuendorf, president of the German Football Federation (DFB), added: “The study provides impressive evidence that UEFA Euro 2024 has had a wide range of positive effects across the 10 venues and the country as a whole.
“Not only did it provide us with great matches and a fantastic atmosphere in the stadiums; it was also an economic and social success. Thirty-six years after Euro 1988 and 34 years after peaceful reunification, Germany has proven to be a football-loving country, a friendly host and a reliable partner for the organisation of major sporting events.”
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