The UK, often credited with inventing some of the world’s most popular sports —such as football (or soccer, depending on which side of the Atlantic you're on), rugby, and tennis—has long been a global hub for sporting events. From tennis grand slams and historic motor races to world-class rugby matches and premier football fixtures, the UK has solidified its status as one of the top destinations for sports fans worldwide.

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What’s often overlooked, however, is the broader impact these events have on local economies. The sporting events sector alone accounts for almost £9.753 billion out of a total £28.053 billion spent on leisure and outdoor events in the UK, making it the top spending category within this subcategory.

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While these events undoubtedly draw large crowds, it’s worth asking, what effect do they have on tourism? How do they influence local economies, visitor spending, and accommodation rates?

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To better understand how major sporting events influence tourism in the UK this summer, we’re exploring some of the country’s top events and identifying the types of insights we can gather in terms of:

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• Visitor spending: How much are people spending—and where? We explore how spending shifts around event dates and across categories like accommodation, food & beverage, and transport.
• OTA rates and saturation: Accommodation trends offer important clues. We examine how OTA rates and occupancy shift around venues.
• Sentiment and popularity: How does the public perception of a city or venue change in the lead-up to, during, and after a major event? 4

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We’ve also included a set of actionable tips for those working in destination management, offering practical strategies to help destinations effectively prepare for and handle the challenges and opportunities presented by large-scale sporting events.

• THE BIG PICTURE: A summary of the event's impact by category based on attendance
• Top Events UK: Festivals vs. sporting events: A comparison of impact based on attendance and spending
• Top-spender sports events and the UK: Key insights from their economic impact
• OTA saturation/rates: Accommodation pressure and booking patterns
• Sentiment and popularity: How people felt about the event