Latin Recording Academy’s Spain Partnership Sparks $200 Million Boost

The Latin Recording Academy announced Thursday that it generated approximately $200 million (195 million euros) in economic impact from its multi-year sponsorship agreement with the Regional Government of Andalucía. The show took place in Seville in 2023 — the first time the awards were held outside the United States.

The $200 million figure accounts for a total of three consecutive years of presence in the region, as found in an Economic and Reputational Impact Study conducted between 2023 and 2025 by global communications and corporate affairs company Atrevia.

Arturo Bernal, minister of tourism and Andalusia abroad, said the deal brought an “extraordinary direct impact on the region and the Andalucian economy,” adding the Latin Grammys brought visibility and “strengthened our presence in the American markets, which are increasingly recognizing our region as a leading destination in Europe and a venue for major events.”

The Latin Grammys are preceded by a week of parties and other activations, and in the last three years, that week resulted in $214 million (186 million euros) thanks to additional events throughout 2024 and 2025 such as Latin Grammy Celebra: Paco De Lucía, In Cádiz; Latin Grammy Sessions: 25 Años and Latin Grammy Sessions: Málaga; and Latin Grammy Celebra: La Música De Andalucía, In Seville.

The economic impact generated between 2023 and 2025 includes:

● ~ $105 million (96.3 million euros) in economic impact
● ~ $108 million(98.7 million euros) in reputational impact
● ~ $8.3 million (7.5 million euros) in public revenue impact
● 1,360 jobs created in total

“Our study shows that the direct, indirect and induced economic impact derived from The Latin Recording Academy’s events in Andalucía amounted to 96.3 million Euros, while the reputational impact reached 98.7 million Euros, driven by the project’s international media exposure and its contribution to enhancing the Andalucía brand (83.47 million Euros from advertising impact and 15.2 million Euros from projected future tourism),” stated Manuel Sevillano, global director of Reputation and Corporate Social Responsibility at Atrevia.

The show returned to the U.S. for its 25th anniversary in Miami. They will take place in Las Vegas on Nov. 13 with performances from Bad Bunny, Rauw Alejandro, Karol G, Ivan Cornejo, Ca7riel and Paco, Kacey Musgraves and many more.