EURO 2024 Success: Lessons for Australia for the 2026 Women’s Asian Cup

Avatar
Image credit: Euro 2024 Instagram

A comprehensive study by Nielsen Sports, the world leader in sports data measurement and fan insights, revealed that UEFA EURO 2024 will have an economic impact of €7.44 billion ($12.27 billion AUD) for Germany and the ten host cities.

Over 90% of this amount stems from spending by the 2.7 million ticket holders (with 44% coming from abroad), organisers, and accredited personnel, along with the indirect and induced economic effects.

The largest expenditures included accommodation, travel to and within the host cities, and food and beverages both inside and outside the stadiums.

The study also highlighted that nearly two-thirds of ticket holders used public transport within the host cities.

Furthermore, the event generated a total of €571 million ($941 million AUD) in advertising value for both the host cities and the country, due to their global media presence and visibility.

The conclusions of the study demonstrate the tournament’s positive impact in several areas:

  • The 51 matches were attended by 2.7 million spectators. 1.7 million were unique ticket holders, who attended at least one match.
  • 22% of the Ticket Holders were female, with the average age of all ticket holders being around 43 years old.
  • On average, 23% of ticket holders came from the host cities, 33% from the rest of Germany and 44% from abroad.
  • 97% of international ticket holders said they wanted to visit Germany again. On average, 79% of ticket holders said they would recommend visiting the city that had hosted their match.
  • 78% of all ticket holders rated UEFA EURO 2024 as positive, implying positive associations with the host cities and host country by extension.
  • 85% of host city residents stated that hosting UEFA EURO 2024 gave them a sense of pride
  • 73% said that EURO 2024 had made a positive contribution to the common good and cohesion in the host city.
  • More than a quarter of residents said that they had been inspired by EURO 2024 and played more than two hours more sport than before.
  • Ticket holders stayed for almost two days on average, with 87% staying for up to three nights.

The full report can be found here.

Bernd Neuendorf, president of the German Football Association (DFB), said:

“The study provides impressive evidence that UEFA EURO 2024 has had a wide range of positive effects across the ten venues and the country as a whole,” Neuendorf said in a statement.

“Not only did it provide us with great matches and a fantastic atmosphere in the stadiums; it was also an economic and social success.

“Thirty-six years after EURO 1988 and 34 years after peaceful reunification, Germany has proven to be a football-loving country, a friendly host and a reliable partner for the organisation of major sporting events.”

How can Australia benefit?

In 2026, Australia will host the AFC Women’s Asian Cup with the host cities confirmed to be Sydney, Brisbane and Perth.

Similarly, the results of the Germany EURO 2024 success compare closely to the 2023 FIFA Women’s World Cup in terms of social impact and its effect on participation and attendance rates in women’s football.

Record numbers of viewers and grassroots sign ups suggest that this even and the one upcoming in 2026 stretch far beyond the Matildas’ results on the pitch.

However, it’s worth noting that the Asian Cup in 2026 produces a fantastic opportunity for iconic silverware and to continue the momentum set by the previous World Cup, with women’s football setting the foundations nicely to leapfrog into the mainstream.

The event is forecast to also attract thousands of out-of-state visitors, generating millions in visitor spend, while also delivering a cumulative broadcast audience of over 100 million across the event.

Conclusion

EURO 2024 proved to be a resounding success, offering a refreshing return to a popular footballing nation after the controversies surrounding the previous tournaments in Qatar 2022 and Russia 2018.

The Nielsen Sport report highlighted the significant benefits Germany reaped as hosts, both economically and in terms of global visibility.

Looking ahead, the upcoming 2026 AFC Women’s Asian Cup is poised to further elevate women’s football, shining a spotlight on the sport while generating substantial revenue and exposure through tourism.

Previous ArticleNext Article

The A-Leagues Final Series important status also a secret hinderance

Avatar

The Isuzu A-League finals series is a huge event in the footballing calendar, though its contribution to stagnant attendance numbers in the league is something to be said.

If the 2025/26 finals series follows similar patterns to those before it, it will gather huge traction and strong ticket sales.

It is the largest event for the domestic league, bringing in massive amounts of viewership through media and gate receipts.

Finals series from years past have shown this, with the 2024/25 final, a Melbourne derby, being sold out within 48 hours and gathering significant viewership online.

The idea of a finals series lies within the Australian sporting ethos; the other sporting codes have had this tradition for most of their existence, especially in recent history.

Football, though, is different from the rest of the sporting codes in Australia, unique even. This has historically contributed to its inability to integrate into the same supported status as other codes.

Many in the Australian footballing community, supporter groups, players, coaches, and even the new Director of Football Australia, have voiced concerns over fan numbers in the league competition.

It wouldn’t be absurd to say that maybe, though profitable now, the finals series is actually taking away from the league itself.

Consider the media image: the league winner is called the “minor premiership,” and ticket sales and viewership figures reveal a huge disparity between the two parts of the A-League.

It must be said that an alternative that could work in unison with the league and possibly increase viewership of the league itself would be a great advantage.

It would allow the league to gain more jeopardy and drama, which could build greater interest in attending league games.

One alternative is already here.

No other sporting code in Australia has both a league competition and a cup competition. Football in Australia does.

The Hahn’s Australia Cup is our equivalent to the FA Cup in England or the Copa del Rey in Spain.

These are competitions that offer a finals option in a different competition entirely. They generate huge traction while never diminishing the importance of the league and, therefore, its popularity.

These cup competitions cannot be discussed without acknowledging some obvious differences.

They don’t face the same popularity issues that football does in Australia. It’s obvious the Hahn’s Australia Cup doesn’t yet gain the traction that the finals series does.

However, for a healthy footballing environment with increasing fan numbers, it should.

The idea of elevating the Hahn’s Australia Cup and scaling back the finals series is a complex question, one that is treated like a “no-go zone” by many in the Australian footballing community, and that is understandable.

Though big changes like this might, in the end, be credible options for the future of the sport in this country.

Larger plans must be set in motion, strategies that can be worked towards and refined along the way. It is the process by which all large organisations, business models and even national governments build their strategies.

Such a shift will be scrutinised and pushed back against.

Though with further fine-tuning and smart investment in development, not to mention the introduction of promotion and relegation and the possibility of changing the footballing calendar.

It could replicate the success that these two-competition models already enjoy in other leagues.

The added importance that the premiership would gain, the reality that every game matters, could alongside other strategies entice fans to more games, increase viewership and ticket sales, and create more dedicated fan bases. It works in other nations, very well in fact.

The possibility of two teams lifting a trophy, rather than one single event defining it all, sounds like a strategy that could deliver more engagement over longer periods of time.

Maybe Australian football doesn’t need to answer this question just yet. It is complex, difficult and it would require a great deal of work, including significant investment into the game, which is another issue entirely.

Yet as low attendance numbers persist in the A-League, even alongside increased media viewership, something needs to change for football in Australia.

The rise in popularity of this game and its dedicated community deserves bold ideas and forward thinking.

Ideas like this could eventually begin to change the landscape of the beautiful game in Australia for the better.

How Husqvarna Is Helping Stadiums Cut Costs Without Cutting Quality

Avatar
Image Credit: Husqvarna

At a time when operational costs are rising across global sport, stadiums and football clubs are being forced to rethink one of their most overlooked expenses: turf maintenance.

From diesel consumption to labour hours, maintaining elite playing surfaces has traditionally been both resource-intensive and environmentally taxing. But new data emerging from venues like CBUS Super Stadium suggests a smarter, more sustainable model is already taking hold.

Leading that shift is Husqvarna, whose autonomous turf technology is quietly reshaping how professional venues manage their playing surfaces. Their product delivers measurable cost savings without compromising quality.

Cutting fuel consumption costs

At CBUS Super Stadium, the introduction of Husqvarna’s CEORA™ robotic mowing system has reduced diesel usage by approximately 20–30 litres per week. Over the course of a season, those savings compound into a significant reduction in both fuel spend and carbon emissions. This is particularly efficient for stadiums hosting regular fixtures and large-scale events.

CBUS Super Stadium General Manager Kristian Blundell said the robotic mower was a game-changer for the venue:

“This technology is not replacing staff but rather giving our grounds team the ability to do what they do best by helping to improve turf management processes, better manage fatigue and decrease our environmental footprint”

But the impact goes beyond fuel.

 

Time efficiency

By automating routine mowing, Husqvarna’s technology enables grounds teams to focus on higher-value maintenance tasks, from pitch recovery to detailed surface management. The result is not only greater operational efficiency but also improved turf consistency, which is an increasingly critical factor in elite football performance.

The benefits are being mirrored beyond stadium environments. At Oatlands Golf Club, Husqvarna’s autonomous mowing has delivered savings of up to 60 litres of fuel per week while freeing up staff for precision work. Quiet, round-the-clock operation also ensures surfaces are maintained without disrupting play—an advantage that translates directly to multi-use stadium settings.

Image Credit: Husqvarna

Importantly, Husqvarna’s lightweight robotic systems reduce the wear and tear typically caused by traditional heavy machinery. This not only protects the integrity of the playing surface but also reduces the need for costly repairs over time.

Football clubs navigating tight budgets at grassroots and semi-professional levels could benefit from such cost savings.

With rising energy prices, increasing sustainability expectations, and limited staffing resources, the ability to cut costs while improving performance is no longer optional. Solutions like Husqvarna’s CEORA™ are positioning clubs to operate more efficiently today, while preparing for a more environmentally accountable future.

As the sports industry continues to evolve, one thing is becoming clear: the next competitive edge may not just come from what happens on the pitch—but how it’s maintained.

Most Popular Topics

Editor Picks

Send this to a friend