A report commissioned by the EBU has calculated 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.
The findings from Oxford Economics includes direct contributions from content production and broadcasting and significant indirect and induced impacts due to supply chain spending and employees’ consumer expenditure.
It also explores the part that public service media plays in attracting sponsorship income for sporting events.
“Our analysis unveils a symbiotic relationship between free-to-air sports broadcasting and economic vitality, illustrating the far-reaching ripple effects of this dynamic industry right across the continent,” said Doug Godden, Lead Economist at Oxford Economics and author of the report. “What’s more, providing sporting action to audiences for free has great value to the public of the countries in which EBU Members operate.”
The economic footprint of EBU Member sports broadcasting can be broken down into three main areas:
- Direct impact: PSM production and broadcasting of sports content contributed approximately €0.9 billion to the GDP and employed over 5,000 workers. Each worker generated an estimated economic value of €166,000, significantly above the regional average.
- Indirect impact: EBU Members’ spending on goods and services, including cameras, media rights, catering, and editing services, stimulated an additional €2.7 billion in GDP and supported over 38,000 jobs across the region. Notably, spending on sports rights played a key role in driving this impact.
- And Induced impact: The economic activity generated by the wages paid to EBU Member employees and those in their supply chain led to a further EUR 1.4 billion contribution to GDP and supported an additional 16,420 jobs.
Glen Killane, Executive Director, Eurovision Sport, said, “This report underscores how central public service 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 shop window in the world to inspire and encourage the athletes of the future.
The EBU is running for a LinkedIn Live event on Thursday 2 May at 11.30 CEST with Glen Killane, Executive Director, Eurovision Sport, and Doug Godden, Lead Economist at Oxford Economics.
