Back
close
Studying Overview
Research Overview
Executive Education Overview
News Overview
University Overview
Back

Research - 28.07.2025 - 09:00 

EURO 2025: Soccer fans bring in sales in St.Gallen

Top-class soccer, a lively atmosphere, and packed stadiums – the UEFA Women's EURO 2025 brought more than just sporting highlights to St.Gallen. It also acted as an economic driver, largely fuelled by British fans. England even celebrated their team’s European Championship title yesterday.
Source: SEPS-HSG

Between July 4 and 13, 2025, St.Gallen hosted three matches of the Women's European Football Championship, including two matches against Wales. Current data from the analysis platform Monitoring Consumption Switzerland (MCS) and Worldline Switzerland AG show that total spending in St.Gallen remained almost stable compared to the previous year. While the local population was slightly more frugal, international visitors almost completely offset this decline. British fans, who were responsible for a large part of the increase in consumer spending, spent significantly more than stadium visitors from Germany, France, or Poland, who only travelled to see one game. The analysis covered the period from July 2 to 15, 2025, during the tournaments, compared to July 3 to 16, 2024.

BBC Radio visits St.Gallen

St.Gallen also received international attention from BBC Radio 5 Live, which reported directly from the military canteen during the tournament. “St.Gallen is beautiful,” enthused presenter Jeanette Kwakye after England's 6-1 victory over Wales, as reported by SRF.

Cheering, bratwurst, and music in the fan zone in downtown St.Gallen

Increase in spending at restaurants and hotels during the European Football Championship in St.Gallen

Contributions to growth rates of foreign cardholders: British fans account for around 70 percentage points of the increase in restaurant sales

Restaurants and hotels generate revenue

Spending by foreign cardholders in the hospitality industry in the St.Gallen region rose significantly compared to July last year:

  • +101% spending in restaurants (total +4%)
  • +30% spending in hotels, while locals spent 32% less
  • +39% growth in food retail, while non-food retail recorded a decline of 18%
  • almost three-quarters of the growth in the restaurant sector was attributable to guests from the UK


Although spending by the local population fell slightly, international visitors almost completely offset this decline. “The EURO was a real economic driver in St.Gallen this summer: it not only brought a good atmosphere to the city, but also boosted the restaurant and hotel industry and raised awareness of the region,” says study author Jonas Bruhin. 

“Football fans from abroad – especially from Great Britain – brought a significant amount of business to restaurants and hotels in St.Gallen during the EURO 2025. This shows how certain sectors of the local economy can benefit from such major events.”
Jonas Bruhin, author of the study

Monitoring Consumption Switzerland

Monitoring Consumption Switzerland is an initiative of the University of St.Gallen and its research partner Worldline Switzerland AG. The project is led by Prof. Dr. Matthias Fengler, Chair of Financial Econometrics (CFE-HSG), and Prof. Dr. Winfried Koeniger, Swiss Institute for Empirical Economic Research (SEW-HSG). The study was authored by Jonas Bruhin (SEW-HSG). The initiative illustrates card transactions in Switzerland (debit and credit cards as well as mobile payments). This allows conclusions to be drawn about consumer sentiment in Switzerland and the economic effects of major events.


Further information can be found in the blog post at: monitoringconsumption.com


Images: Location Promotion City of St.Gallen / Monitoring Consumption Switzerland

north