Home » According to a report from the EBU, free-to-air sports broadcasting contributes EUR 4.9 billion to the European economy.

According to a report from the EBU, free-to-air sports broadcasting contributes EUR 4.9 billion to the European economy.

by FX BrokerNews

A recent independent study commissioned by the EBU and conducted by Oxford Economics reveals the substantial economic impact of public service media (PSM) sports broadcasting in Europe. The report indicates that PSM sports broadcasting contributed EUR 4.9 billion to Europe’s GDP and supported over 60,000 jobs in 2022. This contribution stems from various factors, including direct contributions from content production and broadcasting, as well as significant indirect and induced impacts driven by supply chain spending and consumer expenditure by employees.

The study evaluates the impact of 188,000 hours of free-to-air (FTA) sports programming across radio, television, online platforms, and social media. It encompasses coverage of prominent events such as the FIFA World Cup Finals and the World Athletics Championships, provided by 44 EBU Members in 31 countries.

Key findings of the report include:

  • Direct impact: PSM production and broadcasting of sports content contributed approximately EUR 0.9 billion to GDP and employed over 5,000 workers, each generating an estimated economic value significantly above the regional average.
  • Indirect impact: EBU Members’ spending on goods and services stimulated an additional EUR 2.7 billion in GDP and supported over 38,000 jobs across the region, with sports rights playing a pivotal role in driving this impact.
  • Induced impact: Economic activity generated by wages paid to EBU Member employees and their supply chain supported an additional EUR 1.4 billion contribution to GDP and over 16,000 jobs.

Furthermore, the report highlights broader societal benefits of PSM sports coverage, including promoting grassroots sports participation, health, and wellbeing, which result in reduced healthcare costs and productivity losses.

Glen Killane, Executive Director of Eurovision Sport, emphasizes the central role of public service media in the sports ecosystem, supporting sports federations and inspiring future athletes. He notes the immense multiplier effect of the investment made by EBU Members, driving substantial economic growth and delivering profound benefits for individual mental and physical health.

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