A new economic impact study conducted by SCE Consultores for World Triathlon and the Spanish Triathlon Federation (FETRI) reveals that the 2024 World Triathlon Championship Finals held in Torremolinos generated a total economic impact of €43,832,702.58. The media impact was equally significant, with another study developed by IRIS showing a total reach of 333.25 million people across various platforms (TV, online, social media, print), resulting in an equivalent advertising value (VPE) of over €18 million.
The SCE study highlights a direct impact of €22,879,372.79, primarily generated by spending from the organization and participants. This direct impact is multiplied by the interconnectedness of the regional economy, resulting in a significantly larger total impact.
For every euro invested by public administrations, there was a return of 33.71 euros. The sectors most benefited were accommodation, food and beverage, and transportation.
The study also analyzes the media impact, quantifying the equivalent advertising value (VPE) at over €24 million. This positive impact contributes to strengthening Torremolinos' image as a sporting tourism destination.
“The economic impact studies from Torremolinos highlight the significant return on investment that hosting a World Triathlon Championship Finals brings to a city”, explained World Triathlon President, Antonio F. Arimany. “These events are not just sporting spectacles, but powerful drivers of economic growth, tourism, and positive community engagement. We're thrilled to see the positive effects on Torremolinos and look forward to continuing to bring these benefits to other host cities around the world”, he said.
The results of the IRIS report on media impact show that over 4,152 pieces of content were generated during the Championship Finals in Torremolinos (articles, publications, social media posts), resulting in an equivalent advertising value of over €18 million. Television coverage was particularly significant, representing 81% of the VPE for the main sponsor, Asics.
The event was covered worldwide, with a total of 248 hours and 47 minutes of hours broadcasted. The top 10 TV channels by broadcasting time were: Arena Sport 10; Eleven Sports 3; SuperSport Variety 1; Match! Arena; L'Équipe; Teledeporte; SKY Sport Select; BBC Red Button 1; Sky Sport 9 and CT Sport.
Social media impact was equally substantial, reaching 143.23 million people with over 2 million posts.
The analysis highlights the significant role played by World Triathlon's official social media channels and Olympic channels in the event's promotion. The Championship Finals also had an extensive coverage on high-reach websites like yahoo.com, espn.com, and bbc.co.uk.
Social Impact Success
Another conclusion from the study by SCE Consultores is the high level of satisfaction among participating athletes and social agents involved in the Championship Finals. According to this study, 76% of the surveyed participants believe that the final provided a significant economic and tourism boost, greatly improving the image of Torremolinos. Additionally, 75% of economic agents noted a significant increase in sales.
For their part, athletes rated the organization of the Championship Finals with a score of 4.06 out of 5, highlighting very positive aspects such as the atmosphere and competitive spirit, logistical organization, location and venue, weather conditions, course design, the opportunity to meet other athletes, and their overall assessment of the event as a life experience.
Gold in Sustainability
The event was awarded the Gold Certificate in sustainability by World Triathlon due to its clear strategy in this area. Among its key achievements is the mitigation of carbon emissions through various policies, resulting in a calculated carbon footprint of 152,573 tons of CO2 equivalent, accompanied by a planned compensation strategy.
The event prioritized water conservation, promoted sustainable consumption (reducing single-use plastics and using reusable materials), and actively engaged local communities and social groups through volunteering programs and initiatives focused on inclusion and accessibility. The event organizers also collaborated extensively with local entities to protect the environment, promote sustainable economic practices, and support the community.
The 2024 World Triathlon Championship Finals in Torremolinos-Andalucia, held from 17-20 October, marked the culmination of the World Triathlon Championship Series and crowned Alex Yee and Cassandre Beaugrand as the 2024 world champions. Along with the Elite, U23, Junior and Para World Championships, over the course of the week, 5,500 athletes from 70 nations competed in the Age-Group World Championships.