England's cricketers may have faced scrutiny for their off-field activities during the recent Ashes tour, but new figures reveal their loyal fans were equally enthusiastic in boosting the Australian hospitality trade.
The Loyalty Premium: Fans Spend Despite Defeat
Data compiled by Revolut and shared with City AM shows that spending by British visitors and expatriates in Australian bars, nightclubs, restaurants, and other venues reached a staggering £6.9 million on match days throughout England's 4-1 series defeat. The figures highlight the significant economic windfall major sporting events generate for host nations.
Within the five host Test cities – Perth, Brisbane, Adelaide, Melbourne, and Sydney – British Revolut customers spent nearly £1 million in local pubs and bars during match windows. This sum was more than double the amount spent by their Australian counterparts, demonstrating the unwavering commitment of the travelling Barmy Army even as their team slumped to another series loss Down Under.
Victory and Takeaways Spark Spending Surges
The spending could have been even higher had England been more competitive on their way to a fourth consecutive Ashes series loss in Australia. Revolut's data from England's solitary victory in the fourth Test in Melbourne proves the point. The win, combined with festive season cheer, triggered a massive 475 per cent week-on-week increase in combined spending from Brits and Australians, pushing the total beyond £2.7 million.
The economic impact wasn't confined to stadium cities. Across the rest of Australia, British Revolut users drove a remarkable 541 per cent increase in spending on food delivery takeaways. This trend, dubbed "Deliveroo diplomacy," saw fans order in to remain glued to their sofas during the matches.
Economic Pillar Beyond the Pitch
Fiona Davies, Revolut's Head of Growth, commented on the findings. "The data is clear: hosting the Ashes is no longer just a sporting event; it is a vital economic pillar," she said.
"What we see here is a 'loyalty premium'. Even when the results on the pitch were disappointing, the British fan base continued to spend at record levels, particularly in the hospitality and delivery sectors."
She added, "The 541 per cent jump in meal deliveries across the rest of the country is particularly revealing. It shows that the Ashes fever extends far beyond the stadium gates, reaching Brits in every corner of Australia. Whether it was fans in Noosa or expats in Sydney, the British contingent supported their team with their wallets as much as their voices."
This spending spree follows a similar pattern from last year's British and Irish Lions rugby tour, underscoring the consistent economic benefit provided by visiting UK sports fans. The revelations come as the England cricket team has been forced to deny the existence of a drinking culture within their squad after some players were seen in an apparently inebriated state between Tests.
