Women's Rugby World Cup Brings £28.5M to Brighton

Brighton turned two rugby matches into a £28.5 million economic success story while sparking a movement that got thousands of local girls onto the pitch.

The coastal city hosted the Women's Rugby World Cup last summer, welcoming powerhouse teams from Australia, New Zealand, Ireland, and England to Brighton & Hove Community Stadium. Both matches sold out quickly, and what happened next proved that investing in women's sports delivers returns that go far beyond the scoreboard.

The tournament funneled nearly £30 million through Brighton's economy as fans flooded local restaurants, hotels, and shops. Hotels alone saw a £5.4 million boost as supporters traveled from across the country and beyond to catch the action.

Local residents didn't miss their chance. They bought 62% of all tickets, giving families and fans of all ages the opportunity to watch elite athletes compete without leaving town. For those without tickets, the city organized a free Fan Zone in the center that drew 6,000 visitors over four days.

The Ripple Effect

The real win might be what happened after the final whistle. More than 2,000 women and girls have participated in rugby activities throughout the year, trying the sport for the first time thanks to programs launched around the tournament.

Schools got creative too. Students from Hangleton and Benfield schools designed parade floats featuring the four competing nations, then got to meet players from Australia and England face to face. The city even temporarily renamed Brighton Beach as "Brighton Breach" to honor Red Roses player Jess Breach, who trained locally.

Council Leader Bella Sankey celebrated the results as proof that major sporting events can deliver healthy returns when done right. The city worked with local rugby clubs, universities, and community partners to maximize engagement and build lasting interest in the sport.

Now Brighton has its sights set higher. The city hopes to become one of 16 host cities for the FIFA Women's World Cup in 2035, building on its growing reputation as a world-class venue for women's sports.

World Rugby Chair Brett Robinson called the tournament "a defining moment" that changed perceptions and proved what happens when organizations invest boldly in women's athletics. Brighton's experience shows he's right.