The 37th America's Cup, which was held in Barcelona from 22 August to 19 October 2024, not only set new standards in terms of sport, but also economically. This is the conclusion of a comprehensive study by the University of Barcelona and the Barcelona Capital Nàutica Foundation (FBCN).
Billion-euro boost for the local economy
The figures in the study are impressive: the America's Cup generated a positive economic effect of 1.034 billion euros for Barcelona and Catalonia. This sum reflects the direct and indirect economic benefits that the event had for the region. The creation of jobs should be emphasised in particular - the equivalent of 12,872 full-time jobs were created as a result of the Cup. In addition, 208.5 million euros in tax revenue flowed into the public coffers.
The event not only attracted sailing enthusiasts, but also attracted numerous tourists to the city. A total of 1.8 million visitors were counted over the 59 days of the event, including 460,819 people who travelled to Barcelona specifically for the America's Cup. These visitor numbers are proof of the event's appeal and its importance for local tourism.
The 244 superyachts anchored in Barcelona harbour during the event were a particular economic factor. These exclusive watercraft alone generated a turnover of 35 million euros for the local economy.
Sustainable economic development
America's Cup Event CEO Grant Dalton emphasised the significance of these figures: "It is extremely satisfying to see that the America's Cup has made such a significant positive economic contribution to the GDP of Barcelona and Catalonia. The economic boost of €1.034 billion reflects the collaborative and positive approach that the many host organisations in Barcelona, Catalonia and Spain have brought to deliver the best possible event for the venue."
It was also remarkable that 90 per cent of the 380 different event suppliers and service providers were local companies. This underlines the organisers' commitment to sustainably promoting the local economy and investing in the community.
Media reach and global attention
In addition to the direct economic benefits, Barcelona also benefited from enormous media attention, according to the study. The overall reach of the 37th America's Cup totalled 954 million viewers worldwide. This represents an increase of 37 per cent in dedicated viewership compared to the previous event.
The media presence of the event was impressive: 11,182 hours of global airtime were generated, resulting in 43,186 hours of global brand exposure. Based on Nielsen data, this resulted in a total media exposure value of €1.367 billion for all brands, sponsors and the venue associated with the 37th America's Cup.
Digital reach and social media
The enormous growth in social media should also be emphasised. The organisers recorded an increase of 235 percent in total views on social media. On YouTube alone, 9.6 million hours of video footage from the event were viewed. These figures would make the 37th America's Cup the most watched in the history of the event.
The figures presented for the other media production of the America's Cup are also enormous: over 1,512 articles were published, consisting of 1.886 million words. In addition, over 250,000 photos from the America's Cup photo library were downloaded by media representatives.
Innovative broadcast technologies
According to the study, the TV broadcast of the event set new standards in terms of innovation. The development of WindSightIQ in collaboration with Capgemini made it possible to visualise the wind graphically for TV viewers. We have developed the technology behind it described in this article. This technology also fed an AC75 simulator, which illustrated the boats' optimal course line live. Other innovations included 4K HDR production and the integration of AI-supported yacht tracking and AI-generated graphics.
The broadcast comprised 135 races, 47 live production days, 53 highlight shows and 64 video news releases. The material produced was distributed across 29 broadcasting contracts in 209 broadcasting areas, with a total of 239 broadcasting areas covered by live broadcasts or highlights on YouTube and Facebook.
Focus on sustainability
One flagship project was the introduction of hydrogen technology in the fleet of escort boats. Nine hydrogen-powered foiling escort boats were deployed, saving 78,000 litres of fuel and avoiding 181,531 kg of CO2 emissions.
All teams and the organisers had also implemented water-saving measures. By using various water management systems, from desalination plants to the use of treated water and grey water treatment systems, the use of drinking water for washing the boats and for water-based systems was completely avoided.
In the area of education, the 37th America's Cup reached 20,677 young people through various educational programmes.
Sporting highlights and innovations
In sporting terms, the 37th America's Cup was a complete success. Emirates Team New Zealand won the America's Cup for the third year in a row, beating INEOS Britannia 7-2 in the America's Cup Match. Despite the defeat, the Brits made history by becoming the first British team to win the Louis Vuitton Cup, reaching a top speed of 55.6 knots or 102.97 km/h during the competition.
A highlight of the event was the first-ever staging of the Puig Women's America's Cup, which was won by Luna Rossa Prada Pirelli. 78 of the best female sailors in the world took part in this competition, including 17 Olympic medallists.
Summary of the most important figures from the study
- Economic benefit: 1.034 billion euros
- Jobs created: 12,872
- Tax revenue: 208.5 million euros
- Total visitors: 1.8 million
- Unique attendees specifically for the America's Cup: 460,819
- Number of superyachts: 244
- Turnover from superyachts: 35 million euros
- Total TV audience: 954 million
- Increase in dedicated viewership: 37%
- Increase in social media views: 235%
- YouTube watch time: 9.6 million hours
- Global airtime: 11,182 hours
- Global brand exposure: 43,186 hours
- Total value of media exposure: 1.367 billion euros
- Articles published: 1,512
- Number of words in the articles: 1.886 million
- Downloaded photos: Over 250,000
- CO2 emissions saved: 181,531 kg
- Young people reached through educational programmes: 20,677
- Maximum speed of the boats: 55.6 knots (102.97 km/h)
- Participants in the Puig Women's America's Cup: 78
- Olympic medallists at the Women's Cup: 17
