An independent study conducted by Oxford Economics on behalf of the European Broadcasting Union (EBU) reveals that public service media (PSM) sports broadcasting added €4.9 billion to Europe’s GDP and supported over 60,000 jobs in 2022.
The figures mentioned encompass not only direct contributions from content production and broadcasting but also significant indirect and induced impacts stemming from supply chain expenditures and employees’ consumer spending. Furthermore, the study highlights the broader benefits of PSM coverage, such as its ability to attract sponsorship income for sports.
The Economic Impact of the Sports Activities of Public Service Media has assessed the economic implications of 188,000 hours of free-to-air (FTA) sports programming provided by 44 European Broadcasting Union (EBU) Members across 31 countries. This evaluation further includes high-profile events like the FIFA World Cup and the World Athletics Championships. Additionally, the study also considers the online engagement of millions of sports enthusiasts through various digital platforms, including websites, apps, and social media channels.
The direct impact of the study revealed that the production and broadcasting of sports content by public service media (PSM) contributed approximately €0.9 billion to Europe’s GDP. It also revealed that 5000 workers were employed, generating an estimated economic value of €166,000, surpassing the regional average by a considerable margin.
The indirect impact of the study revealed that The European Broadcasting Union (EBU) Members’ expenditures on various goods and services, ranging from cameras and media rights to catering and editing services, had a substantial economic impact. These members’ spending stimulated an additional €2.7 billion and supported over 38,000 jobs across the region. Additionally, the investment in sports rights played a pivotal role in driving this economic boost.
Furthermore, the induced impact of the study revealed that the wages paid to employees of European Broadcasting Union (EBU) Members, along with those in their supply chain, had a substantial economic impact as this economic activity resulted in a further €1.4 billion contribution to Europe’s GDP and supported an additional 16,420 jobs across the region.
Doug Godden, Lead Economist at Oxford Economics and author of the report, said, “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. What’s more, providing sporting action to audiences for free has great value to the public of the countries in which EBU Members operate.”
Additionally, the report highlights the broader societal benefits of public service media (PSM) sports coverage in its role as a catalyst for promoting grassroots sports participation and overall health and well-being. The study also points out that these positive effects lead to corresponding reductions in healthcare costs and productivity losses due to illness.
Glen Killane, Executive Director, of 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. 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 straight to where it matters most, providing an immense multiplier effect. It’s not just about what happens on the field: it’s the countless opportunities it unlocks off the field, driving substantial economic growth – worth billions in real terms – and delivering profound benefits for individual mental and physical health. This would not be possible without the support, investment and dedication of our Members.”