Host city, Netherlands · Europa League
Alkmaar
Whole-event economic activation of fixtures hosted, season 2026–27 to date, 2 fixtures In progress
Football fixtures hosted in Alkmaar have activated €1.8m in the city's real economy in the season 2026–27 to date, across 2 fixtures, ranking 127th among host cities assessed by Reputation League.
Season brief · 2026–27, through 5 Nov 2026
Alkmaar: €1.8m From Football, the Highest at This Point of the Season Since 2016–17
The 2 matches hosted in Alkmaar in the 2026–27 season through 5 Nov 2026 generated €1.8 million for the city's real economy, according to Reputation League. Alkmaar ranks 127th among European host cities assessed and 5th in Netherlands. At the same date of the 2025–26 season, the figure stood at €630,000: 191% more in 2026–27. It is the highest total at this point of any season since 2016–17; the previous best at this date was €1.7 million, in 2023–24. Over the full 2025–26 season, football generated €4.6 million in Alkmaar across 6 matches.
Hospitality accounted for €940,000, transport €430,000, retail €250,000 and accommodation €200,000. The matches drew 33,300 spectators, including 759 international visitors, and about 1,570 overnight stays.
AZ Alkmaar's 2 home matches accounted for €1.8 million. The largest single match was AZ Alkmaar–Juventus Football Club (UEFA Europa League, 5 Nov 2026) at €1.1 million.
| Season 2026–27, through 5 Nov 2026 | €1.8 million | 2 matches |
|---|---|---|
| Season 2025–26, same date | €630,000 | |
| Previous best at this date (2023–24) | €1.7 million | |
| Season 2025–26, full season | €4.6 million | 6 matches |
| International visitors, season to date | 759 |
Source: Reputation League, Economic Activation Platform (FEAF v3), season 2026–27 through 5 Nov 2026. Host cities, tourism bodies, clubs and the press may reuse this brief and its image, citing Reputation League as the source.
Latest signals
- Sport Lisboa e Benfica European Nights in Lisbon Average €3.72m, 156% Above the Europa League AverageEuropean Nights, 3–5 Nov
- Champions League Accounts for 57% of €85.7m Across Nov. 3-5 European NightsEuropean Nights, 3–5 Nov
- AZ Alkmaar Knockout Home Matches Reach €1.0m Against €890,000 in League PhasePreview, 5 Nov
- Champions League Accounts for 57% of €94.7m in Economic Activation on Oct. 13-15 European NightsEuropean Nights, 13–15 Oct
- Europa League Matchday 2 Generates €23.5m in Economic Activation, Led by MarseilleEuropean Nights, 13–15 Oct
- Versus average 2016–2025
- +10%
- Last full season, 2025–26
- €4.6m
- Average 2016–2025
- €3.9m
Economic activation per fixture: €0.91m against an average of €0.83m
Rank 102, 6 fixtures
Per season, 6 seasons, COVID-affected seasons excluded
Analytics
Alkmaar is running 40% ahead of its usual pace after 2 fixtures
Cumulative economic activation fixture by fixture, season in progress, against the 2016–2025 range (6 seasons, COVID-affected seasons excluded). A usual full season closes near €5.3m.
View data
| Fixture | This season | Usual pace |
|---|---|---|
| 1 | €0.74m | €0.60m |
| 2 | €1.8m | €1.3m |
Alkmaar is hospitality-led: 52% of economic activation, against 38% across all host cities
Share of real economy activation by sector, season 2026–27 to date.
View data
| Sector | Alkmaar | All host cities |
|---|---|---|
| Accommodation | 11.2% | 24.2% |
| Hospitality | 51.6% | 38.3% |
| Transport | 23.5% | 25.6% |
| Retail | 13.6% | 11.9% |
Fixtures with the highest economic activation, 2026–27
Full city report
Available on request to host cities, regional authorities and tourism bodies.
- Fixture-level assessment (2 fixtures in 2026–27)
- Breakdown by competition and by sector: accommodation, hospitality, transport, retail
- Historical series since 2016 and peer benchmarking
- Sources, inputs and confidence level for each figure