The America's Cup in Toulon, economic benefits beyond expectations

Groupama Team France at the LVACWS

EY studied the economic impact of the America's Cup stage in Toulon. Attendance, media and economic impact exceed forecasts and open the door to new editions.

High attendance from all walks of life

The Louis Vuitton America's Cup World Series (LVACWS) in Toulon, which ran from September 9 to 11, 2016, attracted 190,000 visitors, including more than 100,000 unique visitors. The attendance exceeds that recorded during the regattas of Portsmouth, another European stage, in the heart of a sailing Mecca.

Among the spectators, 50% were from outside the region. Auditors noted a 30% increase in attendance compared to a typical September.

Economic spinoffs multiplied by 2

Toulon and its region benefited from ?9.1 million in economic spinoffs. This represents in 3 days the equivalent of the monthly added value of the city's tourist sector. For every 1 € invested by the organisers, ?2.2 in spin-offs were generated, whereas the ratio was only 1:1.5 during the British stage.

Major Media Echo

The America's Cup stage in Toulon attracted over 180 million views in the national and international media. 42 million people followed the event via Twitter. Media coverage is estimated at the equivalent of ?3.8 million in space purchases by EY. The success with an audience, not necessarily a sailing fan, finds here its explanation.

A study to continue the LVACWS experiment

The firm EY has been mandated for this study by the company ACT Organisation, the company, close to Groupama Team France, mandated by ACEA for the organisation of the event in Toulon. Conducted with over 400 visitors, with 30 qualitative interviews and economic modeling, the audit measured the audience for the America's Cup in France. The large number of visitors affected and the success encountered, despite an unfavourable weather and security context in the aftermath of the Nice attacks, should enable Groupama Team France and ACT Organisation to make the America's Cup in France a lasting event. As Marc Lhermitte, in charge of the study at EY explains,"Groupama Team France still has to convince its economic partners. "

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