The market for the organisation of sporting events - France (2025)

1.2 A fast-growing global market driven by sponsors and digital technology

The global market for sporting events is enjoying exceptional momentum. Estimated at $***.* billion in ****, it should reach $***.* billion in ****, recording average annual growth of *.*% over the period (***).

This growth is driven in particular by the rise in sports sponsorship spending, which represents a strategic lever for brands seeking to boost their brand awareness and engagement with fans. Thanks to social networks, sponsors have new ways of collaborating with teams, athletes and organizers, while benefiting from the immediacy of exchanges and the virality of content.

The market is also benefiting from the digitalization of the fan experience, with mobile ticketing, interactive marketing, live content, immersive experiences and the sale of merchandising via online platforms. These innovations facilitate access to events while diversifying revenue sources.

Market size of sporting events World, ****-**** , in $ billions Source: ****

The main revenue segments identified are

sponsorship (***), ticketing (***), broadcasting rights (***), merchandising.

The most buoyant disciplines include soccer, cricket and tennis, but other sports (***) are gaining in visibility.

Lastly, the market faces a number of challenges, such as ticket counterfeiting, which threatens spectator safety. In response, players are investing in secure ticketing solutions, including holographic and digital technologies.

Asia-Pacific (***) is expected to account for **% of global growth by ****, fueled ...

1.3 A very dynamic French sports events market

The organization of sporting events is a strategic component of the sports economy. Although not isolated in official statistical nomenclatures, it can be the subject of an indirect but robust estimate, by cross-referencing several recent institutional sources.

*.total sales in the sports sector

According to the Panorama de l'impact du sport dans l'économie française published by Bpifrance in June ****, France's sports economie du sport en France génère un chiffre d'affaires estimé à ** milliards d'euros par an, soit environ *,* % du PIB national. This figure covers all economic activities directly linked to sport, including :

sporting activities (***), sales of sporting goods and equipment, sports tourism, infrastructure, media and broadcasting rights, and sporting events, although these are not broken down separately.

This data therefore provides an overall basis on which to base a segmented estimate.

Estimated market size of the sports market France, ****, € billion Source: ****

*.structure of the sports economy

According to the Bpifrance report, the sports sector has a fragmented structure, with sporting events as a transversal segment. The breakdown of economic activity is as follows:

Sporting goods trade: **% of sales, but supported by only **% of companies. Production of sporting goods: **% of sales. Supervised sports activities: **% of sales for ...

1.4 Examples of the Paris 2024 Olympic Games and Euro 2016 soccer tournament

Focus on the Paris **** Olympic Games:

The Paris **** Olympic and Paralympic Games are a major project financed mainly by private funds. Indeed, **% of the organization's budget is covered by private revenues, including the contribution from the International Olympic Committee (***), corporate partnerships, ticketing revenues and licenses. the Games Organizing Committee's budget amounts to *.*** billion euros, with an IOC endowment of *.* billion euros, ticketing revenues estimated at *.* billion euros, and partnerships contributing *.*** billion euros. only *% of funding comes from public sources, specifically earmarked for the organization of the Paralympic Games[***].

Details of financing for the Paris **** Olympic Games France, ****, € billion Source: ****

The event is also seen as a significant economic driver for France. The Games are expected to create major economic opportunities, with an estimated ***,*** jobs mobilized over * years and the publication of thousands of public contracts totaling over €* billion. These contracts cover various sectors such as construction, organization and tourism, and aim to ensure equal opportunities for all economic players wishing to participate in the success of the event.

As for the expected economic spin-offs, they are significant. The Games are likely to stimulate the economy through tourism, international visibility and investment in infrastructure. Although specific figures on attendance and economic spin-offs ...

2.1 The French and sport

In ****, **% of French people aged ** or over said they had taken part in at least one physical activity or sport in the last ** months. This proportion remains higher than in **** (***), this slight drop can be explained by a gradual return to post-pandemic habits.

The proportion of regular exercisers, i.e. those who take part in at least one session a week, stands at **%, a gain of * points on ****. These results reflect a form of stabilization at a high level, driven by the democratization of autonomous practices (***).

evolution of regular sports participation in France France, ****-****, in Source: ****

Among the most popular disciplines, walking and running clearly stand out: **% of French people practice them regularly, and **% if we include occasional practitioners. This is followed by fitness and gymnastics (***). These activities have one thing in common: they are accessible, flexible in terms of organization, and often practiced without supervision.

Regular practice by sporting universe France, ****, in Source: ****

Differences in practice remain strongly influenced by gender and socio-economic level. In ****, **% of men will practice a sport regularly, compared to **% of women, a gap of * points, up on ****. In terms of social categories, **% of executives are regular sportsmen and women, versus **% of blue-collar workers, a ...

2.2 Different levels of recognition depending on the type of sporting event

According to an awareness survey conducted by Sponsoring, almost * out of ** French people are aware that France will be hosting the **** Summer Olympics in Paris. However, only **% are aware of the organization of the **** Paralympic Games.

Did you know that France will organize... France, between **** and ****, in % Source: SponsoringSponsoring Panel question: "Between **** and ****, France will be hosting various international sporting events. Did you know that France will be hosting..." * the European Athletics Championships in Paris from August ** to **, **** * the European Women's Handball Championships in December **** * the Alpine Skiing World Championships in Courchevel-Méribel in February **** * the European Women's Artistic Gymnastics Championships in Paris in April and May **** the European Men's Volleyball Championships from September ** to **, ****

While the various sporting events do not all enjoy the same notoriety and popularity among the French , the Olympic Games enjoy particular attention from the French. In fact, in ****, the France Télévisions channels dedicated to the Beijing Olympic Winter Games (***) attracted the attention of almost ** million French people, or **% of the population, who watched at least one minute of their broadcasts. This figure is slightly lower than that for the Summer Olympics in Tokyo in ****, which were watched by ** million people. Disciplines newly introduced ...

2.3 A positive reception from the French for the organization of international competitions

The French are less and less enchanted by the idea of hosting major international sporting events. Those whose daily lives will be impacted by these events are the least satisfied, as the example of the Paris **** Olympic Games shows. Indeed, people living in the Paris region are much less enamored with the idea of hosting the Olympics than the rest of the French population.

Paris will host the next Olympic and Paralympic Games in ****. For you, is this... ? France, ****, in Source: ****

Thus, **% of French people consider the hosting of the next Olympic Games to be a bad thing, a figure that is steadily rising.

Percentage of French people who consider hosting the Olympic Games to be a good thing France, **** - ****, in Source: ****

In fact, only **% of French people consider the organization of these Games to be a good thing. This share has dropped ** points in two years.

Paris will host the next Olympic and Paralympic Games in ****. For you, is this... ? Île-de-France, ****, in Source: ****

Ile-de-France residents are even less seduced by the idea of hosting the Games in the summer of ****, as **% consider it a bad thing, ** percentage points more than in France as a whole. This percentage has also ...

2.4 The rise of digital viewing of sporting events

New digital channels such as computers, tablets and smartphones are increasingly competing with the media that traditionally broadcast sporting events. According to the CNDS, the traditional model of a single broadcast on a given channel is gradually being replaced by a model of "targeted information flows" that adapt to viewer preferences. In France, * out of ** Internet users are "passionate about sports information on their computer screen", making France the world champion in terms of digital visits to sports sites, according to the same source.

French demand for sporting events is characterized by a growing demand for easy access and personalized content, with more and more young French people using multiple viewing interfaces. According to a Google study reported by Les Echos, **% of Millenials use a phone at the same time as watching the Superbowl game. These new requirements call for ever greater adaptability on the part of sports event organizers, particularly in terms of mastering the new technologies that enable the events in question to be broadcast.

The sports market is undergoing a digital revolution, as cinema did before it, with streaming platforms such as Netflix and Amazon Prime Video playing a key role. For example, the Amazon Prime Video platform ...

2.5 New sports practices and new players

The French market is the scene of several fundamental trends, including the arrival of new sports, mechanically correlated with the emergence of new players who are disrupting the market.

The rise of streaming encourages the emergence of new disciplines: e-sport

E-sport is also entering the game. The **** edition of the France Esports Barometer shows that the number of Internet users aged ** and over interested in esport has increased by * million compared to ****, reaching **.* million. Of this total, *.* million watch only video game competitions, down *.* million on the previous year. By contrast, the number of people who both play and watch esports rose by *.* million to *.* million. The number of people who only take part in video game competitions remains stable at *.* million. This data indicates a growing trend among esport players to also watch these competitions.

Following the lifting of government restrictions on public attendance in ****, physical competitions have resumed, to the delight of fans, LAN players and spectators of major events. The trend observed since the previous year is confirmed: competitions with a physical presence are gaining ground on online competitions. In ****, just under half (***) took part in both types of competition, a slight increase of * point.

Where do e-sport ...

2.6 A massive audience for the Paris 2024 Games

The Paris **** Olympic and Paralympic Games have gathered an exceptional audience, far beyond the circle of sports enthusiasts. According to INJEP, **% of French people aged ** and over watched at least one Olympic competition, and **% watched the Paralympic Games. Almost all of this audience accessed traditional media(***), with **% of Olympic spectators and **% of Paralympic spectators having used this method. On the other hand, physical presence at competition venues remained more limited: *% for the Olympics and *% for the Games. Fan zones attracted just *% of the overall audience, confirming that television remains the preferred means of access to these events.

Viewing mode for the Paris Games France, ****, in Source: ****

Follow-up intensity varies widely by gender. Among men, **% claim to have followed the Games on a daily or very regular basis, compared to **% of women. conversely, more women than men did not follow the Olympics at all(***). This difference illustrates a form of inequality in the relationship with the sporting spectacle, already observed in other studies on media consumption of sport.

Intensity of Olympic coverage by gender France, ****, in Source: ****

Sporting practice itself influences the level of attention paid to the Games. Regular participants are the most engaged: **% of them followed the Games on a ...

3.1 A market divided between public, association and private players

A multitude of players are present in the sports events market. The Centre National pour le Développement du Sport (***) has mapped out the value chains involved in sports events, distinguishing between public players, private players and sports associations:

Public players: on a national scale, these players are the State and specialized agencies (***) act on a local scale. The main aim of these players is to promote the development and accessibility of sporting activities. They co-finance, control and coordinate the organization of sporting events; Sports associations: this category includes international sports federations (***). The role of these players includes qualifying athletes and defining competition rules; Private players: their main aim is to create economic value and generate profit from the organization of these events.they include national event suppliers (***) and local event suppliers.

France boasts substantial, internationally recognized expertise in the organization of sporting events, so the national market is growing and relatively resilient. The strengths of the national sports events market include

Experience and professionalism across the entire value chain, coupled with the mobilization of numerous French players, enabling the organization of a wide variety of events; The support of public authorities, notably in the form of subsidies (***), represents a major ...

3.2 The sports events value chain

Organizing a sporting event, whatever its size, requires a sound knowledge of sports management to enable the various stages of the process to be rationalized and rigorously structured. These are described in the publication Organizing a sports event by M. Desbordes and J. Falgoux, and can be summarized as follows:

The different stages in organizing a sporting event

Source: ****

As emphasized by M. Desbordes, marketing strategy is a key stage in the design of a sporting event. It is based on a precise and rigorous analysis of the quantitative and qualitative aspects of the project: the guiding idea - in other words, the theoretical basic plan - must be supported by a concrete and rational positioning, backed up by an analysis of all the costs and benefits, enabling the profitability of the project to be judged.

at each stage of this organization, a multitude of players come into play, each positioned on a precise aspect of the project: financial, commercial, logistical, administrative, sporting, regulatory, etc. :

Source: ****

3.3 Increase in the number of employees and companies involved in the organization of sporting events

The organization of sporting events is recorded by INSEE under NAF code"**.** Other sports-related activities". However, this category is broader and includes :

the activities of producers or promoters of sporting events, whether or not they have their own facilities; the activities of professional athletes, referees, judges, timekeepers, etc. ; the activities of sports leagues and regulatory bodies; activities related to the promotion of sporting events; the activities of racehorse stables, greyhound kennels and racing car stables; the operation of fishing and hunting reserves; the activities of mountain guides; activities in support of sport or recreational fishing and hunting.

Workforce and establishments in other sports-related activities (***) France, ****-****, in units Source: ****

The organization of sporting events is recorded by INSEE under NAF code **.** - Other sports-related activities. This nomenclature covers a range of related activities, from the promotion of competitions to the management of sports leagues, as well as timekeeping services, refereeing services and the activities of professional athletes themselves. It also includes structures that are sometimes far removed from events in the strict sense of the term, such as racing stables or mountain guides.

The number of establishments in this category has risen sharply over the past decade. In ****, there were just ...

3.4 Structured around a few major players

If we look at the overall structure of the sports economy, of which the event organization market is a part, we see a strong polarization between a very large number of small structures and a small number of players concentrating the majority of sales.market, there is a strong polarization between a very large number of small structures and a small number of players concentrating the majority of sales.

According to the Panorama de l'économie du sport (***), the sector comprises some ***,*** companies, including :

***,*** structures without employees, often auto-entrepreneurs or local microstructures ; *,*** SMEs, ETIs or large companies, i.e. *.*% of the total, but representing **% of the sector's sales, i.e. around ** billion euros out of the ** billion generated

Distribution of companies in the sports business sector France, ****, in number of companies Source: ****

The vast majority of players are therefore of marginal economic importance, while a minority hold the keys to the market.

This imbalance reveals an economy that is fragmented in form but concentrated in economic reality. The same logic can be found in the specific market for sports event organization: this segment, although included in a broader category (***), is marked by the same operation.

A handful of major organizers ...

3.5 A dynamic driven by Major International Sports Events (GESI)

Major international sporting events play a structuring role in the French sports economy. Beyond their symbolic impact, they act as powerful economic levers, attracting investment, stimulating demand and professionalizing players in the sector - including those specialized in event organization.

Bpifrance's Panorama de l'économie du sport **** highlights this dynamic. According to this study, the Paris **** Olympic and Paralympic Games (***) are perceived as an opportunity by **% of companies in the sector, testifying to the ripple effect these events are generating. This includes companies involved in sports marketing, logistics, ticketing, flow management and audiovisual production - all core businesses in event organization.

Estimated economic impact of the Olympic Games Paris **** France, ****-****, in Source: ****

In addition, the Centre de droit et d'économie du sport (***) estimates that the economic impact of the Olympic Games will be between *.* and ** billion euros, over the ****-**** period. **% of these benefits are related to the organization of the Games, which is directly linked to our market perimeter. This confirms that the organization of large-scale sporting events is not only a direct source of value, but also a driver of sustainable market structuring.

These figures reinforce the idea that GESI events are more than just one-off peaks ...

4.1 Characterization of sporting events in France

According to the French Ministry of Sports, the sports events sector in France can be segmented along two main axes:

firstly, the level of media coverage of the event: a high-profile event will thus be considered "general public", while a less high-profile event will be reserved for an audience of insiders; secondly, the recurrence of the event: the greater the recurrence, the more the event will be considered "emblematic" of the French sporting landscape. conversely, one-off events will be considered rarer, and will be all the more recognized the larger the audience they attract.

on the basis of these two axes, we can therefore distinguish four categories of event in the sports events market, represented in the diagram below from the CNDS report:

Pale orange bubbles refer to events taking place within an arena, while darker bubbles indicate events taking place outside an arena. Larger bubbles refer to events attracting more than ***,*** spectators, medium-sized bubbles to events attracting between ***,*** and ***,*** spectators, and smaller bubbles to events attracting fewer than ***,*** spectators.

4.2 Examples of sporting events organized in France

Here is a table listing some of the biggest sporting events that are held regularly in France or have taken place exceptionally, including their frequency:

Some of these events stand out, either positively or negatively. For example, the ****-**** Champions League final, originally scheduled to take place in Ukraine, was held at the Stade de France, and left a lasting impression thanks to its chaotic turn of events. Many spectators were blocked at the entrance to the stadium, tear gas was used and attempts to break in by climbing over barriers were reported. These incidents resulted in a thirty-six minute delay to kick-off[***].

This disastrous experience was relayed by numerous international media outlets, calling into question France's ability to host major international sporting events, primarily targeting the Olympic Games planned for Paris in ****. Thus, the Rugby World Cup **** served as a test for the Olympics, providing valuable lessons on the robustness of the security system, the efficient management of flows and transport after the initial adjustments of the first weekend of competition, as well as the capacity to reactively coordinate a heterogeneous set of players, such as local authorities, operators, volunteers, private security agents and civil protection associations, in the event ...

4.3 Prices vary widely according to competition type and discipline

Variable prices within the same competition:

For the ****-**** season, it was cheaper to see a Ligue * soccer "top match" in a stadium in France than in Italy, Germany or England. According to the Sofoot website, the average price to attend a Ligue * "top match" is €**.

Even within the French leagues, prices vary widely. For the least attractive matches, the cheapest price in Ligue * this season is less than €**, compared with €** in Serie A or €** in the Premier League. on the other hand, for the most popular matches, and to see teams featuring popular players such as Paris Saint-Germain (***) or Olympique de Marseille, fans may have to fork out as much as €***.

Euro **** example:

According to UEFA, ticket prices to attend Euro **** matches in France were logically increasing as the competition progressed. However, price segments appeared according to the seat category present in the stadium, with ratios of * to ** for the final and * to * minimum for the other phases of the competition between the cheapest and most expensive tickets.

Ticket prices for UEFA European Football Championship matches, by category and tournament progress France, ****, in euros Source: ****

Example of the Paris **** Olympic Games:

Prices for the Paris Olympics obviously depend on the ...

4.4 Moving upmarket: premium hospitality, the new horizon for sports events

Long confined to dressing rooms and corporate lounges in sports venues, hospitality at sporting events is undergoing an unprecedented change of scale with the Paris **** Olympic Games. For the first time, an international sporting event is offering a fully-integrated, high-end experience, deployed in the heart of the city and designed with the city's environment in mind.this is the first time that an international sporting event is offering a fully-integrated, high-end experience, deployed in the heart of the city and designed as a complete package combining sport, French art de vivre and extreme personalization.

A unique model supported by On Location

Official supplier to the Paris **** Organizing Committee, American company On Location has developed a range of premium hospitality offerings unrivalled in the history of the Games, in the words of CEO Paul Caine (***). The company offers three main families of services:

Classic offers in boxes or lounges, located in traditional sports venues; Off-stadium" experiences, combining iconic venues and reception services in spaces such as the Palais de Tokyo (***); Tailor-made packages, including transport, accommodation, gourmet catering, VIP access to ceremonies and ancillary cultural services (***).[***]

please note: these services go far beyond simple ticketing. We're talking here aboutan integrated experiential holiday offer, ...

4.5 Development of sports infrastructures: an opportunity for players in the sporting events sector

The development of sports infrastructures represents a major strategic lever for players in the sports event organization market. Although initiated by clubs or public institutions, these projects are part of a dynamic that benefits the entire industry, by creating new venues, new event formats and opportunities for regional anchoring.

A global investment boom

According to Deloitte (***), more than *** stadiums worldwide will be under construction or renovation by ****. Europe is particularly dynamic, especially in soccer, with a clear objective: to attract a new generation of spectators and diversify revenues. The aim of this transformation is twofold:

Return on investment for private players Positive socio-economic impact for local authorities

Stadiums redesigned as living centers

These infrastructure projects now go beyond the sporting arena. The stadium becomes an urban and social anchor, where people come to enjoy cultural, gastronomic and community experiences. An emblematic example is the "Sports Quarter" project in Birmingham, estimated at between £* and £* billion, which envisages a district entirely dedicated to sport and leisure in the heart of the city. The aim is to transform the stadium into a regional "beacon of excellence".

An offer adapted to new spectator expectations

Deloitte highlights a strong generational shift: **% of sports executives believe that ...

5. Regulations governing the organization of sporting events

The organization of a sporting event is subject both to the regulations applied to all types of public events and to specific specific rules and regulations (***), which are described in detail on the Ministry of Sports website:

The sporting event in question must be declared to the local administrative authorities (***), as well as to the delegated sports federations involved; The organizer must take out civil liability insurance to cover participants, employees, volunteers and other parties involved in organizing the event (***); Numerous obligations apply to safety at sporting events: medical certificates for participants, compliance of sports equipment with current standards, presence of a security service, drawing up a rescue plan in the event of an emergency, etc. These rules are all the more restrictive today, given the high risk of terrorist attack at this type of event. The organization must also comply with environmental regulations. This is particularly the case for sporting events taking place on or near sites classified as "Natura ****" biodiversity protection areas, which require prior study and assessment of the impact on the site.

6. Segmentation of market players

6.2 The analyst's eye

Context :

The sports event industry is highly concentrated geographically: the Île-de-France (***). Moreover, **% of this entrepreneurial fabric is dominated by structures with no employees, essentially self-employed entrepreneurs. However, despite being in the minority, large companies generate almost three-quarters of the sector's sales. Last but not least, major international sporting events such as the **** Olympic Games have a lasting impact on economic activity. economic activity, generating **% of projected spinoffs nationwide between **** and ****.

Main trends :

*st trend: Significant economic weight of sporting events.By ****, activities linked to events, media and services will account for **% of sales in the French sports economy. This level places this segment in third place behind the sale of sporting goods and the production of sporting goods, confirming its structuring role in the sector's overall ecosystem.

trend *: Regular sporting activities on the riseBetween **** and ****, the proportion of French people who engage in physical activity at least once a week rose from **% to **%. This steady rise reflects the fact that sport is becoming increasingly entrenched in people's lifestyles, with the overall level of practice now reaching **% of the population.

trend *: French public opinion is divided on major events.**% of French people consider the organization of the **** Olympic Games in Paris ...

• Amaury Sport Organisation
• TV Sport Events
• OC Sport (Groupe Télégramme)
• LV Organisation
• Lagardère Sports and Entertainment
• Eurosport Event (TF1)
• Groupe Figaro
• CIO
• FIFA
• UEFA
• Adidas
• Sodexo France
• Artea Events
• AEG Anschutz
• Alive Groupe
• Nike
• Red Bull
• Télégramme Groupe
• Action Developpement Loisir
• Actua Organisation
• Aqua Nantes
• Aqua Val
• Aquamotion
• Basic Fit Ii
• Bassin Bleu Country Club
• Black Ken
• Blue Green
• Blue Green Golf De Lyon Chassieu
• Bowling 3000
• Bowling Du Hainaut
• Brest'Aim
• Bretigny Fd
• Climb Up Bouc Bel Air
• Cnmc (Sté Anonyme D'Economie Mixte Sportive Du Circuit De Nevers Magny Cours)
• Complexe Aquatique De L'Atlantique
• Daniel Menguy
• David Lloyd Clubs France
• Dg Developpement
• Dg Finance
• Dms
• Egb
• Elisa
• Elisa Gestion
• Equalia
• Espace Vertical
• Excelis
• Exploitation Du Bowling
• Fc Girondins De Bordeaux (Fcgb)
• Firma
• Fitness Park Paris
• Formule Golf
• Glc Fitness
• Gold
• Golf Club Du Gouverneur
• Golf De Lyon Verger
• Golf De Rebetz
• Golf De Seignosse
• Golf Des Baux De Provence
• Golf Du Beaujolais
• Golf Du Luberon
• Golf Et Tourisme
• Golf International De Pont Royal
• Golf International De Soufflenheim Baden Baden
• Golf Ocean 17
• Golf Resorts Provence Sainte Baume
• Golf Saint Apollinaire
• Golf Up
• Golfy Club Reseau
• Grand Resort France
• Gymlet
• Henin Bowl 62
• Homco
• Olympique Lyonnais
• Om Operations
• Paris Country Club
• Paris International Golf
• Piscine Davout
• Prises En Main
• S Pass
• Sa Des Golfs D'Hardelot
• Sa Du Golf De Bussy Saint Georges
• Sa Du Golf De L'Ile Fleurie
• Sarl Du Golf Dupont Et Fils
• Semop Du Loup Pendu
• Snc La Vague
• Snml
• Sogenor (Sté Gestion De La Norma)
• Sté D'Amenagement Du Golf D'Esery
• Sté D'Economie Mixte Du Circuit Paul Armagnac (Sempa)
• Sté D'Exploitation Du Golf Du Vaudreuil
• Sté D'Exploitation Du Palais Omnisports De Paris Bercy
• Sté De Gestion De Val D'Isere
• Sté De Gestion Des Equipements De La Vallee Des Belleville Sogevab (Sogevab)
• Sté Du Dinard Golf
• Sté Du Golf De Saint Donat
• Sté Expl Base Plein Air De Temple S Lot
• Sté Fonciere De Joyenval
• Sté Nouvelle Du Golf Du Chateau De Cheverny
• Sté Nouvelle Souillac Golf & Country Club
• Stade Bordeaux Atlantique
• Team Actual
• Tech 3
• Troon
• Urban Loisirs
• W Club Grigny
• Waterform
• Wellness Training
• White Ken