The market for the organisation of sporting events - France

A sporting event is defined as a demonstration organized around a physical performance, in a specific place, on a specific date, with high media coverage and economic, social and regional spin-offs. Behind the competitions visible to the general public, an industrial mechanism is at play, involving clubs, local authorities, brands, event agencies, logistics providers and broadcasters, whose cooperation creates a high value-added spectacle. Driven by cyclical growth and high-profile formats (Tour de France, Roland-Garros, etc.), the French sector also relies on one-off events, such as the Euro 2008 and the World Cup. exceptional events, such as Euro 2016, the Rugby World Cup 2023 or the Paris 2024 Olympic and Paralympic Games, which are deeply structuring the sports economy. These Major International Sporting Events (GESI) are expected to account for 42% of total economic spin-offs between 2018 and 2034, according to the study published at the end of 2024. This dynamic stimulates entire sectors of the economy: tourism, hotels, construction, security, transport and communications. The network of players remains highly polarized: almost 79% of the structures surveyed have no employees, often under the status of auto-entrepreneur. However, SMEs, ETIs and large companies (3,500 entities) account for 72% of the sector's sales. The market is also geographically concentrated:Île-de-France (335 establishments) andAuvergne-Rhône-Alpes (317) represent the main areas of activity for companies in NAF code 93.19, which covers activities related to sporting events (excluding clubs). At the same time, the number of French people practicing sport is on the rise: in 2023, 59% of people said they did so at least once a week (versus 54% in 2018), with 70% practicing at least occasionally. This trend reflects the fact that sport is becoming an everyday part of people's lifestyles, but also a growing expectation of sporting moments experienced in a variety of ways. The year 2024 marks a turning point: 96% of French people claim to have followed the Olympic Games via the media, but only 8% in person, revealing a clear domination of digital consumption. Competitions are now followed on hybrid channels, integrating social networks, streaming, second activitiesand content adapted to new preferences, particularly those of generations Z and Alpha. 84% of sports executives surveyed by Deloitte believe that these preferences will profoundly transform the sector over the next 5 years.

Another strong indicator is the rise ofpremium hospitality at events. For the first time, the Paris 2024 Olympic Games are offering a fully integrated package, combining iconic Parisian venues, gastronomy, tailor-made logistics and cultural experiences. Brought to you by On Location, this offer is aimed at several profiles, from wealthy individuals to companies, with packages ranging from €885 ex VAT to over €9,000. It illustrates a shift towards an experiential logic, exclusive but increasingly accessible. Finally, the development of sports infrastructures represents a strategic opportunity for event organizers: over 300 stadiums are due to be renovated or built worldwide by 2025, a large proportion of them in Europe. These infrastructures are becoming multifunctional hubs combining sport, culture, catering, hospitality and digital technology. Clubs such as Tottenham and Real Madrid see them as a lever for diversifying their revenues away from TV rights: the renovated Bernabéu has enabled Real to achieve sales of over a billion euros by 2024, thanks in particular to the hosting of concerts and trade shows. But this momentum is accompanied by major challenges: in 2024, 34% of French people consider the Olympic Games to be a bad thing, expressing fears about costs, social exclusion and urban nuisance. Sporting events must now reconcile spectacle and acceptability, and meet expectations in terms of sustainability, transparency and social utility, while adapting to digital developments.