The Data Appeal Company, part of Almawave Group, has launched a report revealing that between April and October 2024, sports events in the UK generated over £2.2bn in spending, spanning more than 3,200 events and attracting nearly 25.6m attendees.
The report, Wimbledon and Beyond: A Data Snapshot of UK Sports Events and Their Impact, offers a deep dive into how iconic events like Wimbledon, the British Grand Prix, and the London Marathon drive visitor spending, accommodation trends, and overall economic growth across the UK.
According to UK Events Report, the sports events sector alone has contributed almost £9.753bn to the UK economy in 2024.
“These events offer cities a unique opportunity to drive short-term revenue and long-term visibility,” said Mirko Lalli, CEO & founder of Data Appeal.
Lalli added: “For destinations and organisers, the insight is strategic: curating the right mix of events—those that attract high-value audiences or generate broad public engagement—can be far more effective than simply aiming for crowd numbers.”
Top events in the UK: festivals vs. sports events
The data reveals a clear distinction between festivals and sports events in terms of attendance and economic impact. While festivals like the Notting Hill Carnival and Pride in London draw huge crowds, sports events such as Wimbledon and the British Grand Prix generate significantly higher spending per visitor:
Wimbledon is predicted to generate over £224m from 526,000 attendees, with significant contributions from hospitality services.
The British Grand Prix also leads in total spending, with £188m forecasted.
The Gemini Boat Race ranks as a high-spend event, despite lower attendance, due to its exclusive audience.
Top-Spender sports events and their economic impact
Between April and October 2025, Wimbledon leads UK sports events in predicted spending with £224.8m, followed by the British Grand Prix (£188.6m) and the Gemini Boat Race (£175.2m)—the latter notable for its high per capita spend despite a smaller crowd.
The Open Championship (£82.1m in hospitality) and the TCS London Marathon (£60m in F&B) round out the top five, with the marathon drawing the largest attendance (800,000) and broader city-wide impact.
Overall, elite events drive higher per-person spend, while mass events boost urban tourism and public engagement.
