The University of Barcelona and the Barcelona Capital Nàutica Foundation (FBCN) today released the outcome of their exhaustive post event economic impact study which revealed over €1 billion positive economic GDP return that the Louis Vuitton 37th America’s Cup created for the host venue Barcelona, Catalonia.
- A €1.034 billion positive economic benefit for host venue of the 37th America’s Cup Barcelona, Catalonia
- 1.8 million visitors were counted over the 59 days across all free to attend event sites on and off the water including 460,819 unique attendees to Barcelona that came specifically to be part of the 37th America’s Cup event.
- The 37th America’s Cup created the equivalent of 12,872 jobs in Barcelona and generated €208.5 million in tax revenue.
- €1.367 billion total gross media brand value associated with all events on the 37th America’s Cup with a total TV audience of 954 million.
The Louis Vuitton 37th America’s Cup held in Barcelona, Catalonia (Spain) in 2024 has added another iconic chapter to the 173-year history of the oldest trophy in international sport and the pinnacle of world sailing.
The event, which ran from August 22nd through to October 19th 2024, continued the positive upward trend of setting new standards of innovation, performance, attendance, audience and viewership growth and led the way with unprecedented global impact in women’s sailing.
America’s Cup Event CEO Grant Dalton highlighted just how significant the economic benefit has been for Barcelona, Catalonia and the America’s Cup:
“It is hugely satisfying to see that the America’s Cup has made such a significantly positive economic contribution to the GDP of Barcelona and Catalonia.
The €1.034 billion economic uplift is a reflection of the collaborative and positive approach the numerous host entities within Barcelona, Catalonia, and Spain all brought to facilitate the best event possible for the Host Venue.
It is also recognition of all the event staff and teams that made Barcelona their home and worked so tirelessly on the event, and of course all of the international media, the volunteers, fans and supporters that showed up in their many thousands from around the world.”
The overall global exposure, all presented the host city of Barcelona in 11,182 hours of global broadcast spotlight which created 43,186 hours of global broadcast brand exposure which based on Nielsen data equated to a total gross brand exposure value of €1.367 billion for all of the brands, sponsors and host venue associated with the 37th America’s Cup. A total audience of 954 million viewers and a 37% growth in the dedicated audience as well as a 235% increase in overall social media views including 9.6 million hours of watch time on YouTube, making the 37th edition the most watched America’s Cup ever.
“The 37th edition of the America’s Cup will always be remembered as one of the best yet and one that continued to build the commercial strength and audience of the widely recognised pinnacle event in sailing,” said Dalton.
Barcelona, Catalonia now joins the illustrious and exclusive list of global cities to host the America’s Cup, and can proudly be remembered for delivering one of the best America’s Cup experiences ever in the 173-year history, and where for the summer of 2024, the city and people of Barcelona turned to the sea to witness sailing history which will leave an enduring legacy for many decades to come.
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