EURO 2024 Success: Lessons for Australia for the 2026 Women’s Asian Cup

A comprehensive study by Nielsen Sports, the world leader in sports data measurement and fan insights, revealed that UEFA EURO 2024 will have an economic impact of €7.44 billion ($12.27 billion AUD) for Germany and the ten host cities.

Over 90% of this amount stems from spending by the 2.7 million ticket holders (with 44% coming from abroad), organisers, and accredited personnel, along with the indirect and induced economic effects.

The largest expenditures included accommodation, travel to and within the host cities, and food and beverages both inside and outside the stadiums.

The study also highlighted that nearly two-thirds of ticket holders used public transport within the host cities.

Furthermore, the event generated a total of €571 million ($941 million AUD) in advertising value for both the host cities and the country, due to their global media presence and visibility.

The conclusions of the study demonstrate the tournament’s positive impact in several areas:

  • The 51 matches were attended by 2.7 million spectators. 1.7 million were unique ticket holders, who attended at least one match.
  • 22% of the Ticket Holders were female, with the average age of all ticket holders being around 43 years old.
  • On average, 23% of ticket holders came from the host cities, 33% from the rest of Germany and 44% from abroad.
  • 97% of international ticket holders said they wanted to visit Germany again. On average, 79% of ticket holders said they would recommend visiting the city that had hosted their match.
  • 78% of all ticket holders rated UEFA EURO 2024 as positive, implying positive associations with the host cities and host country by extension.
  • 85% of host city residents stated that hosting UEFA EURO 2024 gave them a sense of pride
  • 73% said that EURO 2024 had made a positive contribution to the common good and cohesion in the host city.
  • More than a quarter of residents said that they had been inspired by EURO 2024 and played more than two hours more sport than before.
  • Ticket holders stayed for almost two days on average, with 87% staying for up to three nights.

The full report can be found here.

Bernd Neuendorf, president of the German Football Association (DFB), said:

“The study provides impressive evidence that UEFA EURO 2024 has had a wide range of positive effects across the ten venues and the country as a whole,” Neuendorf said in a statement.

“Not only did it provide us with great matches and a fantastic atmosphere in the stadiums; it was also an economic and social success.

“Thirty-six years after EURO 1988 and 34 years after peaceful reunification, Germany has proven to be a football-loving country, a friendly host and a reliable partner for the organisation of major sporting events.”

How can Australia benefit?

In 2026, Australia will host the AFC Women’s Asian Cup with the host cities confirmed to be Sydney, Brisbane and Perth.

Similarly, the results of the Germany EURO 2024 success compare closely to the 2023 FIFA Women’s World Cup in terms of social impact and its effect on participation and attendance rates in women’s football.

Record numbers of viewers and grassroots sign ups suggest that this even and the one upcoming in 2026 stretch far beyond the Matildas’ results on the pitch.

However, it’s worth noting that the Asian Cup in 2026 produces a fantastic opportunity for iconic silverware and to continue the momentum set by the previous World Cup, with women’s football setting the foundations nicely to leapfrog into the mainstream.

The event is forecast to also attract thousands of out-of-state visitors, generating millions in visitor spend, while also delivering a cumulative broadcast audience of over 100 million across the event.

Conclusion

EURO 2024 proved to be a resounding success, offering a refreshing return to a popular footballing nation after the controversies surrounding the previous tournaments in Qatar 2022 and Russia 2018.

The Nielsen Sport report highlighted the significant benefits Germany reaped as hosts, both economically and in terms of global visibility.

Looking ahead, the upcoming 2026 AFC Women’s Asian Cup is poised to further elevate women’s football, shining a spotlight on the sport while generating substantial revenue and exposure through tourism.

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Tasmania’s State Budget Commits $350,000 to Football Facility Planning as $80 million Home of Football Moves Closer to Reality

The Tasmanian State Government has committed $350,000 in seed funding for the next stage of planning for Football Tasmania‘s proposed Home of Football, moving the state’s most significant football infrastructure project closer to construction and signalling political recognition that demand for rectangular facilities in Tasmania has outgrown what currently exists.

The funding, confirmed in the 2026-27 State Budget handed down last week, sits within an almost $200 million investment in sport and recreation across the budget and forward estimates: a package the government describes as designed to improve access and participation for Tasmanians of all ages. The football allocation is listed alongside a $25 million community sporting infrastructure commitment at Kingborough, $12.5 million for new multipurpose indoor sporting courts at New Town Bay, and $8 million for the Domain Tennis Centre redevelopment.

Football Tasmania CEO Tony Pignata OAM welcomed the commitment as an acknowledgement of the structural gap between participation numbers and available infrastructure, particularly in the state’s south.

“The State Government’s delivery on this commitment shows us that they understand that demand outstrips supply for rectangular facilities in the state,” Pignata said. “If we are to continue to grow and develop future Matildas and Socceroos, we need to invest in the infrastructure our game so desperately needs.”

The proposed $80 million facility would include six full-sized pitches, three synthetic and three turf, alongside four five-a-side pitches, modern changerooms for both men and women, and dedicated training facilities. The design is intended to serve every level of the game simultaneously, from grassroots junior competitions through to national-level tournaments.

From grassroots to A-League ambitions

Football Tasmania has framed the facility’s purpose across a deliberately wide range of uses. At the community end, it would provide a permanent home for junior games and regional tournaments that currently compete for limited rectangular ground availability across the state. At the elite end, it would create the capacity to host national competitions including the Emerging Matildas and Emerging Socceroos Championships, flagship state competitions such as the Statewide Cup finals, and potentially, in time, an A-League team.

That last ambition is the most significant and the most distant. Pignata was measured but direct in raising it, situating a Tasmanian A-League club alongside the NBL’s Jackjumpers, the WNBL’s Jewels and the AFL’s Devils as part of the state’s emerging identity as a home for national sporting competition.

“One day down the track, we anticipate this would become home to our very own A-League team, so that we take our rightful place in the nation’s elite competition,” he said.

The pathway from planning funding to A-League admission is long and would require sustained political and commercial support well beyond the current commitment. But the logic is consistent with how football infrastructure investment has worked elsewhere in Australia. The facility comes first, and the competitive pathway follows. Without a purpose-built ground that meets the standards required for elite competition, the conversation about an A-League team cannot begin in earnest.

The equity dimension

The inclusion of modern women’s and men’s changerooms in the facility’s design carries more weight than it might appear. Community and semi-professional football facilities across Australia have historically been built to male standards, with women’s changerooms added as afterthoughts or not included at all. That inadequacy has been consistently identified as a barrier to female participation and to the hosting of women’s competitions at venues that cannot accommodate them properly.

A purpose-built facility that treats women’s infrastructure as a design requirement rather than a retrofit positions the Home of Football to serve the growth of women’s football in Tasmania in a way that existing facilities cannot. The state recorded 41,395 registered football participants in 2025, a number that has been growing and that the current rectangular facility stock was not built to support at this scale.

Additionally, the government’s Ticket to Play program, which provides eligible children with two vouchers worth up to $100 each for sporting participation, and the Ticket to Wellbeing program offering $100 vouchers to eligible seniors, represent indirect but meaningful support for football participation across the state’s communities.

Pignata also acknowledged outgoing Football Tasmania President Bob Gordon, who he said had dedicated almost a decade to the organisation and had been instrumental in lobbying for this and other facilities across the state.

The $350,000 planning commitment is a beginning. The $80 million facility it is intended to progress remains subject to further government investment and development approval.

Community Spirit Shines on AFC Grassroots Football Day 2026

This week, Football Australia (FA) celebrated AFC Grassroots Football Day 2026, championing the people and communities who continue to hold up a safe, inclusive and supportive environment in the football landscape.

‘For all, for life’

In collaboration with Football NSW, Canterbury Football Association and community club, Balmain & District Football Club, the day reflected the very best of what football provides.

The event brought in participants of all ages – from 4-74 years-old – and reached a total of 400 people. Girls-only programs, all-abilities sessions and over-age football ensured all were catered for.

Such a diverse range of participants builds on a wider drive during FIFA World Football Week, which seeks to promote the sport not just as the dazzling lights of 100,000-seater stadiums, but as a way to foster community spirit and social development.

Furthermore, FA support through its Club Changer program was a welcome addition to the action, emphasising the organisation’s commitment to nurture a real love for the game across communities in Australia.

“Through Club Changer we support our clubs to provide a safe, fun and enjoyable environment where everyone is welcome; whether that be as a player, volunteer, referee or supporter,” explained National Program Manager Club Development at FA, Grace Lambourne.

“Everyone should feel they belong and are welcome to play, stay, and love the game.”

 

A welcome celebration

While the upcoming FIFA World Cup will no doubt inspire millions of future Socceroos and Matildas, events like the AFC Grassroots Football Day represent something beyond just inspiration.

It is a platform. An opportunity to express a love for football and to connect with others while doing so.

And connections between the professional and grassroots game is more important than ever if Australia is to nurture the next generation of talent.

This is particularly clear in the rise of women’s football across the nation. Since the FIFA Women’s World Cup, female participation rose by 32%, and registrations for the MiniTillies Program skyrocketed from 264 in 2023, to 1223 in 2024.

The professionals spark passion. But communities turn that passion into playing time.

That is why celebrating grassroots football – and the volunteers and families who sustain it – is a vital part of Australia’s football future. Together, FA and the AFC are creating strong foundations built on positivity, engagement, and inclusivity for all with a love for the beautiful game.

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