Record · City Strong · European Nights, 15–17 Sep
Sunderland AFC-AZ Alkmaar Sets Economic Record for Sunderland at €2.6M
Sunderland AFC's Europa League match against AZ Alkmaar on Sept. 16 generated €2.6 million in economic activation for Sunderland, the most for any football match in the city since at least 2016, according to Reputation League estimates.
- Economic activation
- €2.6m
- Previous high
- €2.0m
- International visitors
- 2,100
- Overnight stays
- 3,400
- The previous high was €2.0 million, from Sunderland AFC-Manchester United on May 9, 2026, 33% lower
- 48 football matches have been assessed in Sunderland since 2016
- The match drew 45,600 spectators, including an estimated 2,100 international visitors, and about 3,400 overnight stays
- It is also the highest-value home match for Sunderland AFC since 2016
FEAF v3 estimates, conservative floor values. Attendance as reported; international visitors and overnight stays are modelled.
Source: Reputation League, Economic Activation Platform (FEAF v3). European Nights, 15–17 Sep. Published 18.09.2026.