New Barclays data found spending within 1km of football stadiums rises by an average of 4.1% on matchdays compared with non matchdays, with pubs, cafés and restaurants among the businesses benefiting from increased footfall.
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Premier League fans spend an average of £138 per matchday excluding tickets, while BWSL supporters spend £144.70.
Based on average attendances, this equates to around £5.6m in discretionary spending per Premier League matchday and £988,000 per BWSL fixture.
F&B
Food and drink outside the ground accounts for a notable share of that spending, with fans reporting average pre match spend of £19.10 during Premier League games and £18.80 for BWSL matches.
The data also shows regional differences in matchday impact. Spending rises by 5.2% around stadiums in the North compared with 3.5% in the South, while London clubs see an average uplift of 5.6% in nearby spending on matchdays.
Recent reports highlight how major football fixtures can drive increased trade in pubs, including FA Cup ties and big televised matches that bring fans together to watch games in the on trade.
Women’s sport
The growth of the women’s game is also contributing to this impact. Spending within 1km of BWSL stadiums has risen by 11.7% since the 2021/22 season, prior to England’s UEFA Women’s Euro victory.
Operators previously told The Morning Advertiser (The MA) the Lionesses’ success had a positive effect on pub trade during the Women’s Euros tournament, with venues reporting strong footfall and increased bookings around key fixtures.
Match results can also influence spending patterns. Barclays recorded a 5.8% rise in local spending on Premier League matchdays when the home team won, compared with a 0.1% increase following a draw or loss.
Rich Robinson, head of hospitality and leisure at Barclays, said matchdays provide a significant boost for surrounding businesses.
“Our data shows that when fans attend games in person, they’re not just filling stadiums, they’re supporting pubs, cafés, restaurants and shops in the surrounding area, often turning a 90 minute match into a full day out,” he said.
Barclays’ research also found strong support for further investment in the women’s game, with 67% of fans saying they would like to see more funding directed towards women’s football.
