Study Shows Economic Impact Of Movistar Arena Madrid

Movistar Arena in the Spanish capital of Madrid contributes €577 million ($667 million) annually to the GDP of the Community of Madrid, according to the Economic Impact Study prepared by OJD, a leading media auditing company.

The report positions the venue as one of the region’s main drivers of economic activity, employment, and cultural attraction during 2024, a year marked by a historic record in events and attendance—later surpassed in 2025 and expected to be exceeded again in 2026 due to already contracted programming.

According to the study, the activity of Movistar Arena generated a total economic impact of €577 million ($667 million), of which €241 million ($279 million) pertains to consumption in adjacent sectors such as hospitality, transport, accommodation, and local commerce.

For Manuel Saucedo, CEO of Impulsa Eventos e Instalaciones, the company that manages the venue, these figures “confirm that Movistar Arena is much more than a venue: it is an economic, social, cultural, and sports engine for Madrid. In just one year, we have generated an impact of enormous magnitude that translates into jobs, wealth, and opportunities for thousands of families and businesses in Madrid.”

Movistar Arena ranked second on Pollstar’s 2025 worldwide top arenas chart, ahead of other European flagship buildings including London’s O2, Paris’ Accor Arena, or New York’s Madison Square Garden, based on box office reports submitted showing 2.1 million attendees at 381 events across the year.

In Saucedo’s words, “the activity in 2025 shows that Madrid is already competing in the top global league of entertainment, attracting top-tier events that boost the city’s international projection.”

The impact study also shows that Movistar Arena has a direct and tangible impact on employment. In 2024, the venue generated or sustained 13,661 jobs, a figure equivalent to 1.7% of all cultural employment in Spain.

“The venue’s annual activity contributes to the creation of 10,020 direct jobs in related sectors, 1,247 indirect jobs, and 2,394 induced jobs, forming a diverse and cross-sector labor ecosystem. In terms of activity, Movistar Arena generates one job for every 154 spectators, an indicator that highlights the labor intensity associated with each event,” according to a press release summing up the findings.

The study also shows how entire business ecosystems are activated around a popular venue. An estimated that 531 different companies participated in the production and operation of events across a year, mobilizing 10,020 people and 623,441 working hours. On average, 456 professionals work at each event, making Movistar Arena a highly relevant hub for temporary and specialized employment.

These professionals work an average of 6.5 hours per event and present a diverse profile: 50% are between 18 and 26 years old, mainly in information services, hosting, auxiliary services, and hospitality; 30% are professionals aged 27 to 30, primarily riggers; and the remaining 20%, aged between 30 and 45, perform security, technical, and cleaning functions.

This labor impact is complemented by a cross-sector economic contribution that extends to numerous strategic industries. From the costs associated with the production and operation of each event to leisure, transport, accommodation, and hospitality, the dynamism of Movistar Arena directly boosts the activity of thousands of businesses. Notably, 86% of attendees engage in additional spending during their visit, benefiting bars, restaurants, hotels, transport, and local shops in the surrounding area.

Additionally, there is a fiscal contribution of €132 million ($152) generated by the venue’s activity, allocated to funding essential public services such as healthcare, education, infrastructure, and social programs.

As Saucedo summarizes, “each event at Movistar Arena doesn’t just fill seats: it activates businesses, generates employment, and redistributes wealth across the entire city. The impact is felt in Madrid’s everyday economy.”

Concert highlights from 2026 at Movistar Arena Madrid include two shows by Danny Ocean, Feb. 4-5, moving a total 32,228 tickets, and grossing $1,914,070 across both shows. When André Rieu came into town on Jan. 29, he moved 11,770 tickets at a $1,485,612 gross.

Movistar became the arena’s naming rights partner in 2025. The economic impact study also revealed that expansion plans will increase the arena’s capacity from 17,453 to 20,008 spectators, making it the largest urban indoor venue in Spain.

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