2024 Sports Attendance – France Edition

France’s sports landscape thrives as Rugby and Paris 2024 set new benchmarks.

• France hits historic 41 million spectators in 2024, powered by 12.1M Paris 2024 tickets, breaking records for the second year in a row.
• Sports attendance in France grows by 16% over the past five years, excluding major events, compared to a 7% increase in the UK.
• Rugby sees a 22% YoY increase, benefiting from the RWC France 2023 legacy, excluding big events.

In 2024, a tense political and geopolitical climate influenced the consumption habits of French households, with 68% expressing reluctance to increase their spending and 55% planning to reduce their out-of-home consumption due to inflation[1]. Despite these economic pressures, the allure of sporting events continues to rise, drawing more attendees to premium events such as the Paris Olympic & Paralympic Games. This trend underscores the powerful role that emotions play in purchasing decisions, with consumers continuing to prioritize experiences that offer unique moments and communal enjoyment.

Diversifying the French Sports Ecosystem Amidst Traditional Giants’ Growth

In France, traditional sports like football and rugby continue to dominate the sports scene, drawing substantial crowds. Football remains the most followed, with over 14.7 million spectators, and Ligue 1’s average attendance reaching an all-time high of 27,365 per game in the 24/25 season. Rugby also holds a strong global appeal, with a total attendance of 6.46 million, boosted by events like the Champions Cup.

Despite the stronghold of these traditional sports, other established sports such as golf (+25% past 5 years) and motorsports (+11% past 5 years) are also seeing notable increases in attendance. These sports have been part of the French sports ecosystem for years and continue to attract dedicated followings. The growth in motorsports can be largely attributed to the surging popularity of flagship events like the 24 Hours of Le Mans and MotoGP, which have experienced significant attendance increases of 30% and 44% respectively over the past five years.

Adding to this variety, newer sports like Padel and MMA are rapidly gaining popularity. Padel has seen a remarkable 130% increase in attendance, while MMA’s spectator base has expanded by 101%. The emergence of these sports in the market reflects a dynamic shift in consumer interests and highlights the evolving nature of sports consumption in France, accommodating a broader spectrum of athletic preferences.

An Olympic year for fan attendance

In the spotlight, Paris 2024 itself marked an unprecedented milestone, accounting for 29% of the year’s total attendance with 12.1 million tickets sold, achieving a 95% stadium occupancy rate. Key sports like football, athletics, and basketball were particularly popular, as is customary. Football led the way with 1.5 million spectators, followed by athletics, which sold over one million tickets – a record for the sport at any Olympic Games. Basketball was also close to 1 million spectators, showcasing the sport’s growing appeal (+25% the last 5 years). This also had a positive ripple effect at the domestic level. The arenas of the Betclic Elite are recording higher occupancy rates (88%) than last year (87%), despite the departure of superstar Victor Wembanyama to the NBA.

Several sports reported sell-outs, including all cycling and equestrian events, taekwondo, water polo, and several more, highlighting the diverse interest across different sports disciplines. Rights holders have a prime opportunity to leverage the Games’ spotlight, aiming to replicate rugby’s success in turning heightened interest at a major event into sustained popularity. This was evident at the WTT Champions Montpellier, where the Lebrun brothers showcased their skills in front of 42,000 spectators.

Gaël Pouyadoux, Ticketing Deputy Director at Paris 2024 states:

“Our record-breaking attendance of 12.1 million tickets sold reflects not just a triumph of organization but the vibrant spirit of a diverse sport fan community eager to engage with sports. These achievements underscore the importance of understanding and catering to our fans, proving once again that the most successful events are those that connect deeply with their audience’s passions and expectations.”

This deep engagement with the Paris 2024 Games underscores the significant role such international events play in enhancing the profile and appeal of sports within France. The broad spectrum of sports drawing substantial crowds reflects a well-rounded sporting culture that is both vibrant and exciting.

RWC 2023 a Catalyst for French Rugby’s Rise

Rugby in France is experiencing a remarkable surge, with a 22% increase in attendance, benefiting from the legacy of the RWC France 2023. This growth is evident across the board: the domestic league, Top 14, enjoyed a 19% rise in spectators, while the Pro D2 league saw an even larger 23% increase. The men’s national team’s outstanding performances also contributed to a 43% uptick in crowd numbers, with the Champions Cup matches not far behind, showing a 28% rise.

At the Paris 2024 Olympics, Rugby Sevens shined brightly, bolstered by standout performances from star players like Antoine Dupont. This not only brought added attention to the sport but also attracted new fans, highlighting rugby’s enduring appeal and its crucial role in France’s sporting landscape.

5 Things You Didn’t Know

Diversity of Sports Fans: The Paris 2024 Olympics & Paralympics demonstrated strong national appeal, with being French nationals. This level of domestic participation is close to that seen in other recent Olympics, such as London, where 75% of ticket buyers were British, and Brazil, where 70% were Brazilian nationals. Additionally, 47% of the tickets were purchased by residents of Paris and its region, indicating significant nationwide interest. The gender distribution was nearly even, with men making up 54% of the audience, and the age profile predominantly ranged from 25 to 44 years, highlighting robust engagement from this demographic.

The Silent Rise of Tennis: Tennis has amassed significant growth over the past five years, with a 21% increase in attendance, reaching 1.73 million in 2024. This growth is largely driven by high-profile events such as Roland Garros. Additionally, the Rolex Paris Masters, which has been achieving a remarkable 99% occupancy rate, is expected to see further growth next year. Its relocation to the Paris La Défense Arena will significantly increase its capacity, which promises to further enhance the sport’s popularity among French sports enthusiasts.

Record-Breaking Single Day Attendance: On July 30, Paris 2024 saw around 743,000 spectators attend events, marking it the highest single-day attendances in the history of the Olympics. This statistic not only illustrates the massive draw of the Games but also the capacity of French infrastructure to host large-scale international events successfully.

Women’s sport is experiencing unprecedented growth: Women’s football in France, represented by the Arkema Première Ligue, has seen its attendance more than double over the past five years, growing by 101%. This surge is part of a wider movement in women’s sports, which includes setting a world record of 66,000 spectators for women’s rugby at the Stade de France, a European record of 27,000 for women’s basketball in Lille, and a record 26,500 for women’s handball at Paris 2024. These achievements underline the growing support for women’s sports, aligning with global trends towards greater gender equality in sport.

Paralympic Swimming’s Success: Paris 2024 marked a significant milestone as para swimming ticket sales outpaced those for swimming at the Olympics, 263,000 to 217,000. This robust attendance demonstrates the success and growing appeal of the Paralympics in France, reflecting a strong national commitment to inclusivity and support for all athletes.

Richard Harris, Client Services Director at Two Circles, explains:

“As France navigates beyond Paris 2024, it’s crucial to build on the legacy of the Games. Sports traditionally seen as less popular in France have experienced sold out sessions and significant exposure. The challenge for these sports is to maintain the momentum and capitalize on the increased interest. By implementing innovative pricing strategies and creating fan focused experiences, we can ensure that these sports remain accessible and appealing.”

“The winners will be those who know their fans best.”

For Media Enquiries:

Victoria Tomlinson, Director of Marketing & Communications
Email: victoria.tomlinson@twocircles.com
Phone: +44 7730 217 829

Eliza MacQuillan, Marketing Executive
Email: eliza.macquillan@twocircles.com
Phone: +44 7938 912 705