A comprehensive study by Nielsen Sports, the world leader in sports data measurement and fan insights, revealed that UEFA EURO 2024 will have an economic impact of €7.44 billion ($12.27 billion AUD) for Germany and the ten host cities.
Over 90% of this amount stems from spending by the 2.7 million ticket holders (with 44% coming from abroad), organisers, and accredited personnel, along with the indirect and induced economic effects.
The largest expenditures included accommodation, travel to and within the host cities, and food and beverages both inside and outside the stadiums.
The study also highlighted that nearly two-thirds of ticket holders used public transport within the host cities.
Furthermore, the event generated a total of €571 million ($941 million AUD) in advertising value for both the host cities and the country, due to their global media presence and visibility.
The conclusions of the study demonstrate the tournament’s positive impact in several areas:
- The 51 matches were attended by 2.7 million spectators. 1.7 million were unique ticket holders, who attended at least one match.
- 22% of the Ticket Holders were female, with the average age of all ticket holders being around 43 years old.
- On average, 23% of ticket holders came from the host cities, 33% from the rest of Germany and 44% from abroad.
- 97% of international ticket holders said they wanted to visit Germany again. On average, 79% of ticket holders said they would recommend visiting the city that had hosted their match.
- 78% of all ticket holders rated UEFA EURO 2024 as positive, implying positive associations with the host cities and host country by extension.
- 85% of host city residents stated that hosting UEFA EURO 2024 gave them a sense of pride
- 73% said that EURO 2024 had made a positive contribution to the common good and cohesion in the host city.
- More than a quarter of residents said that they had been inspired by EURO 2024 and played more than two hours more sport than before.
- Ticket holders stayed for almost two days on average, with 87% staying for up to three nights.
The full report can be found here.
Bernd Neuendorf, president of the German Football Association (DFB), said:
“The study provides impressive evidence that UEFA EURO 2024 has had a wide range of positive effects across the ten venues and the country as a whole,” Neuendorf said in a statement.
“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.”
How can Australia benefit?
In 2026, Australia will host the AFC Women’s Asian Cup with the host cities confirmed to be Sydney, Brisbane and Perth.
Similarly, the results of the Germany EURO 2024 success compare closely to the 2023 FIFA Women’s World Cup in terms of social impact and its effect on participation and attendance rates in women’s football.
Record numbers of viewers and grassroots sign ups suggest that this even and the one upcoming in 2026 stretch far beyond the Matildas’ results on the pitch.
However, it’s worth noting that the Asian Cup in 2026 produces a fantastic opportunity for iconic silverware and to continue the momentum set by the previous World Cup, with women’s football setting the foundations nicely to leapfrog into the mainstream.
The event is forecast to also attract thousands of out-of-state visitors, generating millions in visitor spend, while also delivering a cumulative broadcast audience of over 100 million across the event.
Conclusion
EURO 2024 proved to be a resounding success, offering a refreshing return to a popular footballing nation after the controversies surrounding the previous tournaments in Qatar 2022 and Russia 2018.
The Nielsen Sport report highlighted the significant benefits Germany reaped as hosts, both economically and in terms of global visibility.
Looking ahead, the upcoming 2026 AFC Women’s Asian Cup is poised to further elevate women’s football, shining a spotlight on the sport while generating substantial revenue and exposure through tourism.
