Host city, Scotland · Europa League, Nations League
Glasgow
Whole-event economic activation of fixtures hosted, season 2026–27 to date, 5 fixtures In progress
Football fixtures hosted in Glasgow have activated €15.0m in the city's real economy in the season 2026–27 to date, across 5 fixtures, ranking 19th among host cities assessed by Reputation League.
Season brief · 2026–27, through 5 Nov 2026
Glasgow: €15.0m From Football, 85% Above the Same Date of 2025–26
The 5 matches hosted in Glasgow in the 2026–27 season through 5 Nov 2026 generated €15.0 million for the city's real economy, according to Reputation League. Glasgow ranks 19th among European host cities assessed. At the same date of the 2025–26 season, the figure stood at €8.1 million: 85% more in 2026–27. Over the full 2025–26 season, football generated €25.8 million in Glasgow across 9 matches.
Hospitality accounted for €5.9 million, transport €4.0 million, accommodation €3.0 million and retail €2.2 million. The matches drew 216,500 spectators, including 10,800 international visitors, and about 28,900 overnight stays.
Celtic Football Club's 3 home matches accounted for €8.9 million and Scotland's 2 for €6.1 million. The largest single match was Scotland–Switzerland (UEFA Nations League, 29 Sep 2026) at €3.3 million.
| Season 2026–27, through 5 Nov 2026 | €15.0 million | 5 matches |
|---|---|---|
| Season 2025–26, same date | €8.1 million | |
| Season 2025–26, full season | €25.8 million | 9 matches |
| International visitors, season to date | 10,800 |
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
- Champions League Accounts for 67% of €92.9m in Economic Activation on Oct. 20-22 European NightsEuropean Nights, 20–22 Oct
- Europa League Matchday 3 Generates €18.5m in Economic Activation, Led by GlasgowEuropean Nights, 20–22 Oct
- Two Matches Account for 63% of €26.7m in Economic Activation in Oct. 6 International WindowInternational Window, 6 Oct
- Nations League Matchday 4 Generates €63.1m in Economic Activation, Led by LondonInternational Window, 2–5 Oct
- Versus average 2016–2025
- −14%
- Last full season, 2025–26
- €25.8m
- Average 2016–2025
- €25.2m
Economic activation per fixture: €3.0m against an average of €3.5m
Rank 44, 9 fixtures
Per season, 8 seasons, COVID-affected seasons excluded
Analytics
Glasgow is running 6% behind its usual pace after 5 fixtures
Cumulative economic activation fixture by fixture, season in progress, against the 2016–2025 range (8 seasons, COVID-affected seasons excluded). A usual full season closes near €38.2m.
View data
| Fixture | This season | Usual pace |
|---|---|---|
| 1 | €3.0m | €3.3m |
| 2 | €6.3m | €6.7m |
| 3 | €9.1m | €10.1m |
| 4 | €12.1m | €13.3m |
| 5 | €15.0m | €16.0m |
Glasgow's economic activation follows the mix of all host cities
Share of real economy activation by sector, season 2026–27 to date.
View data
| Sector | Glasgow | All host cities |
|---|---|---|
| Accommodation | 19.7% | 24.2% |
| Hospitality | 39.4% | 38.3% |
| Transport | 26.5% | 25.6% |
| Retail | 14.4% | 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 (5 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