Host city, Austria · Europa League
Graz
Whole-event economic activation of fixtures hosted, season 2026–27 to date, 3 fixtures In progress
Football fixtures hosted in Graz have activated €2.2m in the city's real economy in the season 2026–27 to date, across 3 fixtures, ranking 118th among host cities assessed by Reputation League.
Season brief · 2026–27, through 5 Nov 2026
Graz: €2.2m From Football, 144% Above the Same Date of 2025–26
The 3 matches hosted in Graz in the 2026–27 season through 5 Nov 2026 generated €2.2 million for the city's real economy, according to Reputation League. Graz ranks 118th among European host cities assessed. At the same date of the 2025–26 season, the figure stood at €900,000: 144% more in 2026–27. Over the full 2025–26 season, football generated €3.9 million in Graz across 4 matches.
Hospitality accounted for €1.1 million, transport €540,000, retail €300,000 and accommodation €230,000. The matches drew 40,300 spectators, including 1,170 international visitors, and about 1,860 overnight stays.
SK Sturm Graz's 3 home matches accounted for €2.2 million. The largest single match was SK Sturm Graz–Olympique de Marseille (UEFA Europa League, 22 Oct 2026) at €820,000.
| Season 2026–27, through 5 Nov 2026 | €2.2 million | 3 matches |
|---|---|---|
| Season 2025–26, same date | €900,000 | |
| Season 2025–26, full season | €3.9 million | 4 matches |
| International visitors, season to date | 1,170 |
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
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- Europa League Accounts for 71% of €40.6m in Economic Activation on Sept. 15-17 European NightsEuropean Nights, 15–17 Sep
- Versus average 2021–2025
- −24%
- Last full season, 2025–26
- €3.9m
- Average 2021–2025
- €3.5m
Economic activation per fixture: €0.73m against an average of €0.96m
Rank 105, 4 fixtures
Per season, 5 seasons
Analytics
Graz is running 21% behind its usual pace after 3 fixtures
Cumulative economic activation fixture by fixture, season in progress, against the 2016–2025 range (5 seasons, COVID-affected seasons excluded). A usual full season closes near €4.2m.
View data
| Fixture | This season | Usual pace |
|---|---|---|
| 1 | €0.71m | €0.88m |
| 2 | €1.5m | €1.8m |
| 3 | €2.2m | €2.8m |
Graz is hospitality-led: 51% of economic activation, against 38% across all host cities
Share of real economy activation by sector, season 2026–27 to date.
View data
| Sector | Graz | All host cities |
|---|---|---|
| Accommodation | 10.3% | 24.2% |
| Hospitality | 51.4% | 38.3% |
| Transport | 24.4% | 25.6% |
| Retail | 13.8% | 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 (3 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