The recently concluded Louis Vuitton XXXVII Copa América, held in Barcelona from August 22 to October 19, 2024, has left an indelible mark on the region, generating a staggering economic impact of €1.034 billion, according to a comprehensive study conducted by the University of Barcelona. This exhaustive analysis, commissioned by the Fundación Barcelona Capital Náutica and led by Jordi Suriñach, a renowned professor of Applied Economics at the University of Barcelona, reveals the profound economic and social implications of hosting this premier sailing event.
Delving deeper into the numbers, the study estimates a total economic impact of €1.740 million in terms of revenue, with a significant contribution of €1.034.2 million to the regional GDP and the creation of 12,872 jobs. Furthermore, the event generated substantial tax revenue, including €208.5 million in income tax, VAT, and other taxes, with a final yield of €82.3 million for the region of Catalonia. It’s worth noting that Barcelona, as the host city, accounted for approximately 65% of this total impact, with a substantial €663.8 million contribution to the GDP and the creation of 8,510 jobs. The study underscores the far-reaching benefits of the event, which had a positive impact on all sectors.
The event’s appeal was undeniable, attracting a staggering 1.8 million visits over the 59-day period, including 460,819 attendees who traveled to Barcelona specifically to witness the competition. The television audience was equally impressive, with a whopping 954 million viewers tuning in, representing a 37% increase in dedicated viewership and a remarkable 235% surge in total social media views, including an astonishing 9.6 million hours of YouTube watch time. These numbers solidify the event’s position as the most-watched in history, according to the study.
Grant Dalton, CEO of America’s Cup Event, has hailed these figures as “enormously satisfying,” attributing the success to the collaborative and positive approach adopted by the numerous host entities in Barcelona, Catalonia, and Spain. “The 37th edition of the Copa América will be remembered as one of the best to date, and an edition that has continued to consolidate the commercial strength and audience of the most important sailing event,” Dalton concluded.
However, the event’s economic impact and the associated public expenditure have been a subject of debate between the municipal government, led by Mayor Jaume Collboni, and parts of the opposition, given the relatively low popularity of sailing in Catalonia. The City Council of Barcelona has ruled out hosting another edition of the Copa América, citing the achievement of initial objectives with the previous event. Despite this, the legacy of the Louis Vuitton XXXVII Copa América will undoubtedly be felt for years to come, serving as a testament to the transformative power of premier sporting events.
