France's Economic Triumph at the 2023 Rugby World Cup
A recent study conducted by EY France, commissioned by the French Ministry of Sports, highlights that France emerged as the real winner of the 2023 Rugby World Cup—not on the field, but in economic terms. Despite the French team's quarter-final exit against South Africa, the tournament, held from September 8 to October 28, 2023, in 10 cities across France, delivered substantial economic benefits.
The 2023 Rugby World Cup generated a total of 1.8 billion euros in spending both in France and globally. After deducting all costs associated with the event, the net impact on the French economy was calculated to be a positive 871 million euros. This economic windfall extends beyond the accounts of the GIP France 2023 Organizing Committee, which is set to be dissolved on June 1, 2024, with an expected profit of forty million euros to be shared among the state, the French Rugby Federation (FFR), host cities, and the National Rugby League (LNR).
Tourism was the primary driver behind this economic success. The event attracted 425,000 foreign visitors out of the 902,000 total spectators, who spent an average of 170 euros per day—significantly higher than the 80 euros per day spent by French attendees. The ten host cities experienced a surge in tourism-related revenue, generating 585 million euros, with expenditure also benefiting other French regions beyond the host cities.
However, the influx of international visitors also resulted in a heavy carbon footprint. The event’s total carbon emissions were calculated at 830,000 tonnes of CO2 equivalent, with 94% of that coming from transportation, mainly flights. While this is three times less than the emissions from Euro 2016, the carbon footprint remains a concern, prompting World Rugby to pledge offsetting 100,000 tonnes through various ecological initiatives.
The Rugby World Cup also left a significant mark on the French sporting and social landscape. The FFR saw a 12% increase in licensees but faces financial challenges due to costly hospitality packages. On the positive side, new initiatives and programs benefitting 160,000 people, such as social development projects and awareness campaigns for LGBTQI+ inclusion, were successfully implemented. Moreover, 25% of the million spectators attending the matches were women, highlighting the growing diversity in rugby fandom.
This economic and social success offers a promising outlook for future major sporting events in France, including the upcoming Paris 2024 Olympics. The comprehensive impact report for the Rugby World Cup will serve as a model for assessing the Olympic Games, with no fewer than 13 different impact reports planned for Paris 2024.
- The World Cup not only bolstered the economy but also achieved notable media success, with 65% of the French population tuning in to at least one match on television. Interestingly, 40% of those viewers were watching rugby for the first time, and half of these new spectators were women, signaling a shift in the sport’s audience demographics.
- Furthermore, the cost for local authorities was relatively low, with 70 million euros in public expenditure being offset by 84 million euros in tax revenue, driven primarily by VAT and tourism taxes. This financial balancing act underscores the efficiency of the event’s economic planning and execution.
- The social programs initiated by the organizing committee were well-received. Projects like the Rugby au Cœur endowment fund have invested substantial resources into social development through rugby, supporting 210 projects with 1.5 million euros. Additionally, diversity and inclusion efforts were bolstered by campaigns like “Rugby is my pride,” focusing on the inclusion of LGBTQI+ communities.
- Recognition of these achievements came in the form of the “Equal Ground” certification from the French government, a testament to GIP France 2023's dedication to diversity and inclusion—standards that set a high bar for future international events.
