Melbourne experienced a significant boost to its economy during the recent British & Irish Lions rugby Test, with tens of thousands of fans visiting the city. The second Test between Australia and the Lions at the Melbourne Cricket Ground attracted more than 90,000 spectators, marking the largest crowd ever for a Wallabies-Lions match.
Data from National Australia Bank (NAB) showed that spending across accommodation, food, retail, and entertainment in Melbourne exceeded $20 million during the week of the event. Bars and pubs recorded a 94% increase in spending compared to the previous week, while sales at sports apparel businesses surged by more than 140%. Spending on accommodation rose by 6%, and restaurant expenditure increased by 13%.
NAB Business Banking Executive Julie Rynski commented on the impact: “Melbourne really turned it on for the Lions last week and spending at businesses across the city reflected that,” Ms Rynski said.
“Visitors didn’t just come for the rugby – they stayed for the full Melbourne experience. Hotel bookings spiked, regional day trips extended the spend footprint, and local operators reported some of the strongest trading days of the year, so far.
“This Test was more than a game – it was a celebration of Melbourne’s global status and economic strength. The Lions brought energy, fans and a serious mid-year financial uplift for local businesses.”
Mark O’Reilly, Managing Director of Bridie O’Reilly’s, The Elephant & Wheelbarrow, Platform 28 and The Glenferrie Hotel also noted strong business performance: “We saw a massive uplift across all four venues – the Lions “sea of red” really brought the buzz back to the city.
“Our pubs were jam packed from 10am through to late night, with people spending on food, drinks, and soaking up the atmosphere. It really felt like a huge occasion,” Mr O’Reilly said.
The influx of visitors for major sporting events is part of a broader trend contributing to Victoria’s economy. Events such as this rugby Test, along with others like the Australian Open and Formula 1 Grand Prix, have generated over $1 billion in economic activity for Victoria this year.
Estimates are based on spend data from NAB merchant terminals in Melbourne between July 19 and July 26, 2025. These figures are preliminary and may be adjusted as final data becomes available.