New Davis Cup will attract 50 million and 16,000 international fans

It is a revolutionary edition with the eighteen best countries in the same venue and that will have a great economic impact.

The Davis Cup Finals that will start next week in Madrid, a revolutionary edition with the eighteen best countries in the same venue, will attract to the Spanish capital an economic impact of 50 million euros and 16,000 international fans out of a total of 100,000.

Photo: Todd Trapani
Photo: Todd Trapani

“It’s been a very long journey and now I hope the fans have a good time, it’s exciting and everyone has an unforgettable experience,” said footballer Gerard Piqué this week, the driving force behind the format change with his company Kosmos, which has convinced the International Tennis Federation (ITF) to revolutionise a competition with 118 years of history.

All teams in the same venue for a week, games in three sets, the assured presence of the Spanish Rafael Nadal, currently world number one, the Serbian Novak Djokovic, Britain’s Andy Murray or Russia’s Daniil Medvedev, and an approach closer to the show with Colombian singer Shakira (Pique couple) in the closing ceremony prior to the final on Sunday 24.

With these ingredients, the forecasts of economic impact of the tournament gravitate between 50 and 42 million euros for the economy of Madrid, in the first of two editions that will host the new tournament, as in 2020 will also host, next year shared between the Magic Box and the WiZink Center (Palacio de los Deportes).

To attract the tournament, the Community and the City Council of Madrid committed to contribute 4.5 million euros each administration, and another million from the fairground Ifema, to house the Davis in the Spanish capital, which is 10 million for each of the two editions.

The staging of the change of the centennial competition will live its moment of truth from Monday 18 in the Magic Box Madrid, which expects to receive about 109,000 visitors in the Spanish capital, according to data provided to EFE by the organizing company.

Of these, some 16,000 fans (15% of the attendees) will come from other countries, with the British, Italians, Chileans and Argentines, in this order, as nationalities with greater representation in the tournament, which in its new configuration aspires to emulate the atmosphere of a world championship.

Great media coverage

Imitate the atmosphere and also the economic gains generated by a major sports tournament selections, is the goal of this new Davis, whose visitors will spend on accommodation about 11 million euros with an average stay of four days, which add 4.6 million estimated in transport, 3.4 million in restaurants and 3.3 million in shopping, calculate in Kosmos. The Community of Madrid estimates an average expenditure of 579 euros per stay.

In the stands of the Magic Box will also be about 25,000 tennis fans from other regions other than Madrid, in a tournament that will generate about 2,000 jobs, of which 600 are direct jobs in the competition.

What fans in the southern part of the capital will experience and spend will be complemented by the economic impact of the television broadcast, which will be available in 171 countries with more than 41 channels, including Movistar+ (Spain), Fox (United States), Eurosport (United Kingdom), TF1 (France), Channel 9 (Australia) and TyC (Argentina).

Some 1,000 media professionals, including 600 journalists of 20 different nationalities, 200 production people and more than 80 cameramen, will be responsible for transmitting what happens in this reformulation of the historic tennis tournament, in its first test fire with this new model.

The business group led by the Barcelona player committed to the ITF by taking charge of the tournament to invest US$3 billion over the next 25 years, with prize money of US$20 million to be distributed among the teams.

To support this investment, Kosmos has obtained the support of the Japanese company Rakuten, which will accompany the name of the tournament, among a group of sponsors including Adecco, Air Asia, LaLiga or Lexus, and will use a system of “virtualized” advertising that may show different advertisers depending on the territory to which each television signal is directed.