Sales & Marketing

Research demonstrates economic impact of Emirates Old Trafford major events

Featured image credit: Emirates Old Trafford

Research from not-for-profit agency Marketing Manchester has revealed that the estimated impact of Emirates Old Trafford’s major events in 2022 equates to a £27m ($32m/€31m) boost to the local economy.

Marketing Manchester’s aim is to promote Greater Manchester in the UK and on the international stage. The agency has worked with Emirates Old Trafford to evaluate a range of economic-related impacts associated with staging sporting and entertainment events. 

Figures have been calculated using the EventImpacts Toolkit and based on the number of visitors to Emirates Old Trafford’s highest attended events this year. 

These events include four sold-out concerts featuring performances from The Killers, Harry Styles and the Red Hot Chili Peppers, as well as international cricket matches and domestic T20 and Hundred fixtures. In excess of 325,000 guests were welcomed to the stadium. 

Research is estimated using industry benchmarks for spending habits like accommodation, food and beverage costs from commercial and non-commercial visitors, as a direct consequence of staging events at Emirates Old Trafford. 

Daniel Gidney, Lancashire Cricket chief executive, said: “This summer saw an incredible run of events that delivered record-breaking numbers for the venue and it’s really pleasing to see the broader impact that this success is having in the local business community. 2023 is going to be even bigger and better, on and off the pitch. With an Ashes Test Match, the Arctic Monkeys plus the completion of the next phase of Emirates Old Trafford’s redevelopment, these are really exciting times for the venue and the cricket club.

“Emirates Old Trafford prides itself on being a place where experiences are made and next year promises to deliver many more amazing moments for hundreds of thousands of visitors.”

It is expected to be another bumper year for Emirates Old Trafford in 2023, as it is set to host the fourth Ashes Test in July and a further international T20 fixture against New Zealand. These events will take place on top of domestic cricket tournaments like the LV County Championship, Royal London One Day Cup, Vitality T20 Blast and The Hundred.  

In addition to cricket fixtures, British band Arctic Monkeys are set to play at the venue with two sell-out shows in June for over 100,000 fans. 

Next year will also see the latest step in the Emirates Old Trafford redevelopment project, which includes a 100-room hotel extension to the current Hilton Garden Inn, a new Members’ restaurant, lower tier stand and concourse, and a new conference and events space, which is scheduled to open ahead of the Ashes Test Match in July. 

Sheona Southern, managing director of Marketing Manchester, added: “It’s clear that hosting major events helps generate positive economic impacts and we are lucky to have some of the most recognisable sporting institutions in the world on our doorstep in Manchester.

“[This year] has been a major success story for Emirates Old Trafford and 2023 promises to be even better with an Ashes Test Match scheduled for local residents and fans from around the world to enjoy.”