The Six Nations 2026 is one of the most highly anticipated sporting events of the year. It’s an annual rugby tournament, which consists of England, Scotland, Wales, Ireland, France, and Italy, and sees each country hosting at least two fixtures.
However, the excitement surrounding the matches isn’t limited to fans. While rugby enthusiasts get to enjoy several weeks of world-class rugby, the local economy gets to leverage the thousands of tourists and visitors that the tournament brings in, which increases demand across a wide range of industries such as hospitality, tourism, retail, and transport.
With that in mind, let’s take a closer look at how local economies in Six Nations’ host countries can benefit from the championship.
Increased Spending
One of the biggest and most notable benefits for countries hosting the Six Nations is the increase in consumer spending.
Fans from all over the world travel to witness these matches live, with many of them turning their visit into an unforgettable weekend getaway or extended holiday. Because of this, hotels situated near stadiums or in city centres will typically experience a surge in bookings on match weekends and this increase in demand allows hotels and other accommodation providers to increase their room rates, effectively boosting revenue.
Similarly, restaurants, pubs, bars, and cafés often see a noticeable increase in footfall before, during, and after match days. These Six Nations weekends are often some of the busiest for food and drink establishments and can significantly contribute to higher turnovers.
In addition, retailers will benefit from an influx of visitors looking to spend money on merchandise and souvenirs, supporting local shops and independent businesses. Buses, trains, taxis, airlines, and any other form of transportation also benefit from an increase in passengers, and popular tourist attractions such as museums and significant landmarks experience higher numbers of visitors, further strengthening the local economy.
Employment Opportunities
Another excellent benefit for countries hosting major sporting events such as the Six Nations is the number of new jobs it creates for local residents. Although some roles are only temporary, they still offer valuable opportunities, work experience, and income to residents.
For example, stadiums will typically require extra staff in areas such as security, cleaning, and catering to manage larger crowds. And hotels, restaurants, and even visitor services, often need additional staff to cope with the increase in demand from international visitors.
Especially for students or part-time workers, these short-term jobs are ideal, and may even lead to longer-term positions, helping to reduce unemployment levels and boost the economy.
Brand Exposure
Companies can leverage the global visibility of the Six Nations to get their brand out there. The tournament is watched by hundreds of millions of people all over the world, so for many businesses, this is the perfect time to invest in advertising that could allow them to reach a significant number of potential leads, customers, or clients.
Whether it be through sponsorships, advertising, promotional campaigns, or even partnerships with other companies in sectors such as hospitality, brands can build recognition and attract new customers on a global scale. Not only does this boost their profits, but also contributes to the wider economy.
Plus the influx of visitors, both international and local, gives smaller businesses an opportunity to benefit from the heightened attention on host cities.
Potential For Long-Term Tourism Benefits
Along with the immediate financial benefits, the Six Nations can have a lasting impact on tourism for host countries. Smaller cities or towns that previously weren’t considered major tourist attractions are suddenly given the chance to showcase everything they have to offer to a global audience. And a positive experience in these areas can encourage repeat visits which build a stronger reputation for the area over time.
Are You Looking Forward to This Year’s Six Nations?
No matter if you’re an avid rugby fan or a business owner looking to take advantage of the opportunities that the Six Nations can provide, this tournament is an incredibly exciting time for everyone!
From the increase in consumer spending and additional employment options, to tourism growth in certain regions, the Six Nations opens a number of doors for businesses in host countries and contributes a significant amount to the local economies.