A study by the Center for Law and Economy in Sport (CDES) revealed that France “can expect close to” €1.3B ($1.5B) when Euro 2016 begins in June, according to Mickael Penverne of 20 MINUTES. The €1.3B will be made up of €593M ($667M) spent by “spectators inside the stadiums,” €478M ($538M) spent for the “organization of the competition” and €195M ($219M) “spent by spectators in the fanzones.” France is “expecting around 2.5 million spectators for the event.” Marseille’s Vélodrome will host games for the tournament, and the city and region expect €181M ($204M) of “economic benefits.” The CDES “also evaluated the tournament's effect on employment.” It estimates Euro 2016 will employ 94,000 throughout France. To support this number the “organizing body decided upon recruiting agency Proman, who became the official recruitment agency of the Euro 2016.” Proman CEO Roland Gomez said, “We have already recruited 1,000 workers for the company that organizes the Euro. Now, in each city, we will need 5,000 or 6,000 interims.”
MARKETING POTENTIAL: Euro 2016 is also being “sold as a promotional and marketing tool for France.” UEFA expects “each match to attract 150 million TV viewers” -- in comparison, the 21 stages of the Tour de France 2015 attracted “on average 3.5 million TV viewers per day” (20 MINUTES, 9/24).
