Novuna Releases Analysis Indicating up to £400 Million in UK Consumer Spending Linked to 2026 Sporting Success

The modelling suggests that:

• Across the 2026 UK athletics calendar – including the Novuna UK Athletics Indoor and Outdoor Championships, the Novuna London Athletics Meet, the European Athletics Championships in Birmingham and the athletics programme of the 2026 Commonwealth Games in Glasgow – a realistic GB medal haul is associated with an extra £50 million to £100 million of gross discretionary sales around medal days and celebration periods
  
  
• In a stronger medal year, where performance matches or beats recent European and Commonwealth benchmarks, that success-linked figure could rise towards £180 million

2026 World Cup

• For football, applying modest uplifts to pre-tournament forecasts and card-spend patterns from the 2022 World Cup and Euro 2024 suggests that a home nation reaching the knockout stages could be associated with anywhere between £75 million to £150 million of extra tournament-linked sales, rising towards about £250 million in a best-case run to the semi-finals or final

Taken together, strong performances across both sports could be associated with up to around £400 million of gross discretionary consumer spending concentrated around match and medal moments, according to Novuna's scenario modelling.  At the top end, that equates to around £14 per UK household.

Theresa Lindsay, Chief Marketing Officer at Novuna Finance, said:

"Success on the track and the pitch doesn't just lift the mood, it delivers a real boost to spending on top of the wider benefits of hosting these events. When home athletes and teams do well, the tills ring more often in pubs, supermarkets and sports retailers. Across a whole summer, that can add up to hundreds of millions of pounds of match and medal-linked sales."

President of UK Athletics, Dame Denise Lewis DBE, said:

"I see first-hand how a home championships can lift the whole country. When British athletes win medals, the feel-good factor reaches far beyond the track. It leaves a connection, inspiring fans, communities and the next generation long after the medals have been handed out."

Notes to editors – methodology

• The figures in this release are Novuna scenario estimates of gross consumer-facing sales, not official statistics or forecasts of net impact on GDP.
• Athletics baselines draw on published event impact studies and host estimates for London 2017, London 2024, Birmingham 2022 and Birmingham 2026, alongside realistic GB medal ranges based on recent European Championships and Commonwealth Games.
• Football baselines use stage-by-stage spending patterns from the 2022 World Cup and Euro 2024 alongside ONS analysis to estimate spend as a home nation progresses through the knockout rounds, with adjustments made for North American kick-off times. The feel good impact applies a 2–5% uplift to a home nation getting into the knock-outs and 5-12% to semi-final or final.
• Novuna then applies modest success-linked uplifts to these baselines to illustrate how a strong performance could concentrate spending into key match and medal moments. Ranges are presented to reflect uncertainty. All monetary values are Novuna scenario estimates, aligned with HM Treasury Green Book principles, rather than official statistics.
• To avoid double counting overlapping spend between events, the combined "up to £400 million" figure is presented as a rounded upper-end scenario rather than a simple sum of the highest ranges for athletics and football.
• Because the 2026 World Cup will be played in the United States, Canada and Mexico, many fixtures will kick off late at night UK time. Novuna's estimates allow for this by tempering assumptions on early evening pub trade and assigning a greater share of the uplift to at-home viewing, late-licence venues and spending in the daytime following key matches.

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