Germany Sees $8.3 Billion Economic Impact for Euro 2024

The economic impact of UEFA Euro 2024 for Germany and the 10 host cities amounted to $8.3 billion according to a study conducted by Nielsen Sports with more than 90% of that total the direct result of expenditure by the 2.7 million ticket holders, organizers and accredited attendees.

The study showed that the 51 matches were attended by 2.7 million spectators, with 1.7 million being unique ticket holders who attended at least one match. The amount of abroad travel was 44%; the most significant expenses included accommodation, travel to and within the host cities, and food and beverages outside and inside the stadiums. The study also found almost two-thirds of ticket holders used public transport within the host cities.

“This proves that major sporting events are not just a triumph for the football community but for society as a whole,” said UEFA President Aleksander Čeferin. “We can already look ahead with excitement to UEFA Euro 2028 in the United Kingdom and Republic of Ireland, as well as UEFA Euro 2032 in Italy and Türkiye.”

On average, 23% of ticket holders came from the host cities, 33% from the rest of Germany. The positive impacts for Germany cities included 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.

“I’m very pleased at the study’s findings,” said Nancy Faeser, German federal minister of the interior and community. “And I’m especially happy that the economic, social and media impact of the tournament is directly benefitting the host cities. This wonderful tournament would not have been possible without the excellent organizational work and passionate dedication of our host cities.”

An estimated $637 million in advertising value was generated for the host cities and country combined.

“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,” said Bernd Neuendorf, president of the German Football Association. “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 organization of major sporting events.”