Host city, England · Premier League, Europa League
Sunderland
Whole-event economic activation of fixtures hosted, season 2026–27 to date, 7 fixtures In progress
Football fixtures hosted in Sunderland have activated €14.4m in the city's real economy in the season 2026–27 to date, across 7 fixtures, ranking 21st among host cities assessed by Reputation League.
Season brief · 2026–27, through 8 Nov 2026
Sunderland: €14.4m From Football, the Highest at This Point of the Season Since 2016–17
The 7 matches hosted in Sunderland in the 2026–27 season through 8 Nov 2026 generated €14.4 million for the city's real economy, according to Reputation League. Sunderland ranks 21st among European host cities assessed and 4th in England. At the same date of the 2025–26 season, the figure stood at €11.0 million: 31% more in 2026–27. It is the highest total at this point of any season since 2016–17. Over the full 2025–26 season, football generated €35.9 million in Sunderland across 19 matches.
Hospitality accounted for €6.9 million, transport €3.8 million, accommodation €1.9 million and retail €1.8 million. The matches drew 316,300 spectators, including 8,270 international visitors, and about 15,600 overnight stays.
Sunderland AFC's 7 home matches accounted for €14.4 million. The largest single match was Sunderland AFC–GNK Dinamo Zagreb (UEFA Europa League, 5 Nov 2026) at €2.6 million.
| Season 2026–27, through 8 Nov 2026 | €14.4 million | 7 matches |
|---|---|---|
| Season 2025–26, same date | €11.0 million | |
| Season 2025–26, full season | €35.9 million | 19 matches |
| International visitors, season to date | 8,270 |
Source: Reputation League, Economic Activation Platform (FEAF v3), season 2026–27 through 8 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
- London Accounts for 37% of Premier League Matchday 10's €20.7mWeekend, 6–8 Nov
- Premier League Accounts for 28% of €74.8m in Economic Activation Over Nov. 6-8 WeekendWeekend, 6–8 Nov
- 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
- Premier League Accounts for 28% of €76.7m in Economic Activation Over Oct. 23-26 WeekendWeekend, 23–26 Oct
- London Accounts for 43% of Premier League Matchday 8's €21.6mWeekend, 23–26 Oct
- Versus average 2016–2025
- +27%
- Last full season, 2025–26
- €35.9m
- Average 2016–2025
- €10.2m
Economic activation per fixture: €2.1m against an average of €1.6m
Rank 32, 19 fixtures
Per season, 7 seasons, COVID-affected seasons excluded
Analytics
Sunderland is running 19% ahead of its usual pace after 7 fixtures
Cumulative economic activation fixture by fixture, season in progress, against the 2016–2025 range (7 seasons, COVID-affected seasons excluded). A usual full season closes near €32.9m.
View data
| Fixture | This season | Usual pace |
|---|---|---|
| 1 | €1.9m | €1.1m |
| 2 | €3.9m | €3.5m |
| 3 | €6.5m | €5.2m |
| 4 | €8.4m | €6.9m |
| 5 | €10.2m | €8.6m |
| 6 | €12.8m | €10.4m |
| 7 | €14.4m | €12.1m |
Sunderland is hospitality-led: 48% of economic activation, against 38% across all host cities
Share of real economy activation by sector, season 2026–27 to date.
View data
| Sector | Sunderland | All host cities |
|---|---|---|
| Accommodation | 13.3% | 24.2% |
| Hospitality | 48.0% | 38.3% |
| Transport | 26.5% | 25.6% |
| Retail | 12.2% | 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 (7 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