The economic analysis conducted by EY on the 2026 Sanremo Music Festival estimates a total economic impact of €252.1 million, up from €245 million the previous year. The added value generated, comparable to a contribution to GDP, amounts to approximately €96 million, supporting more than 1,300 jobs.
According to the study, the 76th edition generated a direct impact of nearly €102 million in production value, an indirect impact of about €110 million across supply chains, and an induced impact of almost €40 million, for a total of around €252 million. The analysis notes that the estimates do not include certain spending components, such as expenditures by television audiences or tourism flows not directly linked to ticket or subscription purchases.
The direct component stands at €101.9 million, while indirect effects reach €110.4 million and induced effects €39.8 million. In terms of added value, the overall contribution to the national economy is estimated at €95.9 million.
Advertising and sponsorship represent the most significant economic category, accounting for €175.6 million in production value and €65.5 million in added value. Organizational expenses generate €48.2 million, while spending by spectators and industry professionals contributes €28.3 million.
In employment terms, advertising and sponsorship activities are associated with 803 full-time equivalent (FTE) positions, compared with 282 linked to organizational spending and 225 related to spectators and industry professionals.
The presence of spectators and professionals in Sanremo generates around €28 million in production value and approximately €12 million in added value, supporting 225 jobs. Publicly disclosed advertising and sponsorship spending, amounting to roughly €70 million, produces a total economic impact of about €176 million, more than €65 million in added value, and over 800 jobs. Organizational expenditures for 2026 are estimated at approximately €48 million.
Mario Rocco, Valuation, Modelling and Economics Leader at EY Italy, stated that the Festival continues to act as a key driver of regional and national economic growth, also strengthening the country’s image. The event’s value is slightly higher than last year, in line with increased advertising revenues, confirming the importance of investment in the music industry and large-scale cultural events. For the 2026 edition, seat occupancy is estimated at 90 percent across the five evenings, with average daily spending of around €500 per attendee, including transport, accommodation, dining, and other expenses.
Looking ahead, forecasts suggest that the Sanremo Music Festival will remain a major economic event, with potential further increases in investment and overall impact, supported by growing sponsor interest and rising audience participation.
