FIBA EuroBasket 2022 impact report highlights boost for hosts
MUNICH (Germany) - A comprehensive Host City Impact Study has highlighted the successes of hosting FIBA EuroBasket 2022 across all five cities.
The study was conducted by Nielsen Sports in conjunction with FIBA Europe with the aim of evaluating the impact FIBA EuroBasket 2022 had on each of the co-hosts and the cities of Berlin, Cologne, Milano, Prague and Tbilisi.
The total monetary impact of FIBA EuroBasket 2022 on the host cities was calculated at €270 million - this was split into three different categories: economic, media and social.
The largest part of the overall host city impact - €227 million - is attributed to the economic impact through the expenses of the attendees and event organizer, with the media impact generated by TV, OTT, online and social media coverage for the host cities assessed to have been €39 million.
Meanwhile, the social impact was calculated at €4 million having been assessed through the increased levels of physical activity and upskilling of volunteers as all five cities benefited from each of these areas.
Berlin generated a third of the Host City impact at €83 million having hosted the Final Phase of Europe's flagship event. The Group Phase cities also profited from economic boosts: Cologne had the next highest at €63 million, Prague generated €54 million ahead of Milan on €45 million and Tbilisi at €25 million.
FIBA EuroBasket 2022 was well attended across the five cities with over 650,000 spectators in total watching Europe's elite talent that included 37 players on active NBA rosters. Of the 240,000 unique visitors, over half were made up of national residents, while almost 50,000 were international visitors.
Nielsen Sports also carried out consumer research during the tournament to gather the perception on the cities through hosting FIBA EuroBasket 2022. 90 percent of a sample size of almost 1250 believed that hosting the tournament strengthened the reputation of the city.
The impressive digital numbers also tell the story of the success of the tournament, with 4.2 billion impressions generated on various social media channels and a worldwide audience of 303 million across the different broadcast partners with TV/OTT equating to 73 percent of the total media value.
The full report (PDF) can be found below:
FIBA (fiba.basketball) - the world governing body for basketball - is an independent association formed by 212 National Basketball Federations throughout the world. It is recognized as the sole competent authority in basketball by the International Olympic Committee (IOC).