A big weekend for Geelong
As the Cats kicked off their season with a dominant win at GMHBA Stadium, they weren’t the only ones scoring big. In partnership with Geelong Cats, our study reveals that sporting events do more than bring crowds—they activate precincts, fuel local businesses, and boost tourism.
Key Findings
📍 Game Days Are Economic Catalysts – Home games at GMHBA Stadium (like the one last Friday) drive some of the highest local spending in Geelong’s CBD, increasing local spending by more than 20%.
🏙 Night-Time Sports Activate the CBD – Visitors flock to key hospitality hubs and dining establishments, including Pakington Street, the Geelong Waterfront, and Little Creatures Brewery, creating a ripple effect that boosts spending across the city.
🌏 Sporting Events Anchor Regional Tourism – Our study shows that fans extend their stays in the region, traveling along the Bellarine Peninsula and Great Ocean Road, reinforcing the connection between sports and regional tourism.
What This Means for Cities, Councils & Businesses
✔ Unlock the night-time economy – Encourage extended trading hours for bars, restaurants, and retail to capture pre- and post-game spending.
✔ Improve transport & connectivity – Strengthen links between stadiums, CBDs, and precincts to keep visitors moving.
✔ Leverage event momentum – Activate pop-up vendors, night markets, and live entertainment to drive longer precinct engagement.
✔ Encourage overnight stays – Bundle sports with tourism packages to convert game attendees into weekend visitors.
