Melbourne’s “Super September” AFL finals deliver major economic boost for local businesses

17 October 2025
Consumer Spending

Melbourne’s “Super September” of AFL finals have kicked a major $480m economic goal for the city’s small business community, new NAB data reveals*.

As the city turned blue and white (or blue, gold, and maroon, depending on who you ask), NAB merchant terminal data shows the MCG precinct’s retail, hospitality, and accommodation businesses saw the greatest uptick in spend as fans flocked to the ‘G’ and surrounding areas.

Spend hotspots (MCG Precinct)**:

AFL Preliminary Finals 

• Retail +68%
• Restaurants +16%

Grand Final Parade

• Accommodation +17%
• Bars and pubs +31%
• Sports stores +22%

Grand Final

• Bars and pubs +36%
• Accomodation +18%
• Sports Stores +800%

NAB Executive Business Metro Julie Rynski said Melbourne’s reputation as Australia’s sporting capital was on full display this September, with local businesses being the real winners.

“These events don’t just bring the buzz, they bring the bucks to small businesses,” Ms Rynski said.

“From family-run cafes to boutique retailers and bustling bars, footy finals mean full houses, longer shifts, and booming tills.

“Major events in our city means more shifts for casual staff, more orders for suppliers, and a golden chance for small operators to shine in front of thousands of new customers.”

Mark O’Reilly, who owns a number of pubs across Melbourne including the Elephant and Wheelbarrow said major events bring new people into the area, and that means more exposure for his business and the whole precinct.

“Events like the AFL final rounds provide a huge boost, not just for us, but for our suppliers and casual workers too,” said Mr O’Reilly.

“Whenever there’s a big game at the ‘G’, we feel it instantly. The pub fills up hours before kick-off, and we’re rostering on extra staff to keep up.

“People come from interstate and even overseas. It’s a real shot in the arm for small businesses like ours.”