A new independent report commissioned by the EBU from Oxford Economics estimates that the economic impact of public service media (PSM) sports broadcasting contributed €4.9 billion to Europe’s GDP and supported over 60,000 jobs in 2022. Findings include direct contributions from content production and broadcasting and significant indirect and induced impacts due to supply chain costs and employee consumer spending. The study also explored wider impacts, such as how PSM coverage attracts sponsorship revenue for the sport.
The economic impact of public media sports activities assesses the impact of 188,000 hours of free-to-air (FTA) sports programming on radio and television, from 44 EBU members in 31 countries, including high-profile, high-value events such as the FIFA World Cup finals and the World Athletics Championships. It also includes the online engagement of millions of sports fans through websites, apps and social media.
The report also reveals the multiple benefits of FTA sports broadcasting to culture and society, reinforcing the central and unifying role of PSM organizations in this space.
“Our analysis reveals a symbiotic relationship between free-to-air sports broadcasting and economic vitality, illustrating the far-reaching ripple effects of this dynamic industry across the continent,” said Doug Godden, lead economist at Oxford Economics and author of the report. “Furthermore, providing free sporting action to audiences has great value for the public in the countries where EBU members operate.”
The economic footprint of EBU member sports broadcasting can be divided into three main areas:
Direct impact: PSM sports content production and broadcasting contributed approximately €0.9 billion to GDP and employed over 5,000 workers. Each worker generates an estimated economic value of €166,000, well above the regional average.
Indirect impact: Spending by EBU members on goods and services, including cameras, media rights, catering and editing services, boosted an additional €2.7 billion in GDP and supported over 38,000 jobs in the region. Notably, sports rights spending played a key role in driving this impact.
Induced impact: The economic activity generated by the wages paid to EBU member employees and those in their supply chain resulted in a further €1.4 billion contribution to GDP and supported an additional 16,420 jobs.
As well as providing wider economic benefits, such as attracting additional revenue streams to sports through sponsorship, advertising revenue and event fees (and often boosting local tourism from visiting sports fans), media exposure to FTAs can also help grow and expand the fan base of emerging sports, resulting in increased revenue and merchandising.
The report also highlights how PSM sports coverage is a catalyst for wider societal benefits, such as promoting grassroots sports participation and health and wellbeing. The corresponding reduction in health care costs and lost productivity due to illness shows the impact extends far beyond the playing field.
Glen Killane, CEO of Eurovision Sport, said: “This report highlights how central public media is to the sports ecosystem in Europe. With a combined potential audience of 1 billion people, our members ensure that sport has the best showcase in the world to inspire and encourage the athletes of the future.
“Support for sports federations at the national and international level is only one of the effects of the investment that our members provide. As non-profit organisations, our investment goes straight to where it matters most, providing a huge multiplier effect. It’s not just what happens on the pitch: it’s the myriad opportunities it unlocks off the pitch, driving significant economic growth – worth billions in real terms – and delivering profound benefits to individual mental and physical health. This would not be possible without the support, investment and dedication of our members.”
event:
Join Glenn Killane, CEO, Eurovision Sport, and Doug Godden, Lead Economist at Oxford Economics, for a special LinkedIn Live event on Thursday 2 May at 11.30am CEST.
Hosted by Florence Hartmann, Head of EBU Media Intelligence, the conversation will cover the impact of free-to-air sports broadcasting, as well as attracting additional revenue streams for sports organisations, encouraging mass participation and fostering innovation in the sports sector. Join the conversation HERE.
