The organisation of sporting events covers a vast market comprising of marketing, advertising and television rights. It is a question of creating, centred around a particular sport, the widest possible media coverage.
Some of the best-known contractors of sports events include: Canal + Events with the X Games in Tignes, the Tennis Open in Montpellier and especially several Golf Open, Amaury Sport Organisation with the Tour de France, the Dakar or Paris Nice. These two groups are subsidiaries of national media groups capable of broadcasting media events. Canal+ for the first, Le Parisien and l'Équipe in second place.
Competition among sports event groups is not so intense. There is nothing in common between Amaury, who holds the rights to the Tour de France, and the Dakar and Canal+ Events. The Amaury press group, for example, which owns l'Équipe and the Le Parisien, generates most of its revenue from sports, which accounts for a third of its total turnover.
While the organisation of sporting events is important, the management of TV rights and related products is what makes the most money. Amaury created the l'Equipe TV on digital television to give itself more media coverage and Lagardère Unlimited manages the image of many sports clubs and events.
According to a PwC study, the growth of the global sports economy is being driven by digital technology. This market was expected to reach 133 billion euros in 2013 (compared to 114 billion euros in 2009). The sports market is hugely important and dynamic in France, representing 2% of GDP, or 6.3 billion euros.
There are 2.5 million sporting events on average per year in France. Sports events such as the Euro football tournament continue to boost this market. Paris will also host the Summer Olympics in 2024, which should generate even higher figures for this industry.
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