Lions fans roared – and so did Melbourne’s economy

Feature image above: Saturday’s second Test between Australia and the Lions at the MCG drew a record crowd of more than 90,000 – the largest ever for a Wallabies-Lions clash – as the city welcomed visitors from the UK, Ireland and across Australia. 

28 July 2025
Consumer Spending  Business Banking

• Record breaking crowd at Wallabies-Lions MCG Test sparks spending boom.
• More than $20m* spent across Melbourne’s accommodation, food, retail and entertainment outlets.
• 94% uplift in spending at bars and pubs, 140% jump in sports apparel sales.

Melbourne came alive last weekend as the British & Irish Lions rolled into town, bringing tens of thousands of international fans and a multimillion-dollar injection into the local economy.

Saturday’s second Test between Australia and the Lions at the MCG drew a record crowd of more than 90,000 – the largest ever for a Wallabies-Lions clash – as the city welcomed visitors from the UK, Ireland and across Australia.

Transaction data from Australia’s largest business bank, NAB, tells a story of packed hotels, buzzing pubs, and thriving retail as Melbourne embraced a global sporting moment, and delivered a local economic win.

From airport arrivals to post-match celebrations, NAB data showed strong increases in spend across accommodation, food, retail and entertainment during the Test week, highlighting the financial footprint left by fans and tourists.

• More than $20 million* spent at Melbourne’s accommodation, food, retail and entertainment outlets.
• Melbourne’s bars and pubs saw a 94% uplift in spending compared to the previous week.
• Spending on accommodation and at restaurants jumped 6% and 13% respectively.
• Business at sports clothing and apparel businesses surged more than 140% week-on-week.

NAB Business Banking Executive Julie Rynski said the blockbuster weekend reinforced Melbourne’s status as Australia’s sporting capital – and a key engine of the state’s visitor economy.

“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, said his venues across Melbourne were brimming with energy all weekend.

“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 Lions’ visit to Melbourne added to an already powerful lineup of major events – including the Australian Open, the Melbourne Cup Carnival and the Formula 1 Grand Prix – that have collectively generated more than $1 billion in economic activity for Victoria, so far this year.

Notes to editors

* Estimates taken from spend at NAB merchant terminals across Melbourne between 19 and 26 July 2025.

Pre-settlement data has been used to indicate trends and % movements. Final, exact figures are subject to change.