As Scottish Gas Murrayfield Stadium is about to celebrate its centenary, Scottish Rugby today announced a timely multi-million pounds birthday present.
Ahead of the Guinness Six Nations Championship this weekend – when Scotland welcomes Italy to Murrayfield – Scottish Rugby has received an independent evaluation of its overall economic value to Scotland.
The valuation covers from June to December 2024. It incorporates home matches for the national men’s and women’s teams; Edinburgh Rugby and Glasgow Warriors’ home fixtures; and the concerts and events hosted at Murrayfield and comes in at a whopping £120.4million.
Of that, more than one third was spent by visitors whose home was outside of Scotland at £41.9million.
The media impact – included in the total figure – was calculated at £13.2million, of which the Taylor Swift concerts staged at Murrayfield last June generated media coverage alone worth £8.3million.
Scottish Rugby chair, John McGuigan, said: “It’s long been part of Six Nations folklore that the timing of the championship in the dark days of winter has been a substantial boost to the hotel, leisure and hospitality industry in what would otherwise be a ‘quiet’ period.
“This report makes clear that Scottish Rugby’s contribution to the economic wellbeing of our country and our capital city is massive throughout the year.
“On behalf of the hundreds of thousands of rugby fans and the concert goers who have flocked to our stadium, I thank Scottish Rugby colleagues and the people from our partner agencies – such as the city councils in Edinburgh and Glasgow, emergency services and all travel providers across the country – for all that they do, not simply to ensure safe and welcoming events, but also, very clearly, to contribute to the economic wellbeing of our country.”
The survey will continue until August 2025 and will feature three international matches for each of the men’s and women’s teams plus concerts from Billy Joel, Robbie Williams and Oasis.
Conducted by specialist researchers GSIQ, the analysis in the seven months from 1 June, included the Taylor Swift concerts, four Scotland men’s international matches, two Scotland women’s international fixtures and matches in both the United Rugby Championship and EPCR for both Edinburgh Rugby and Glasgow Warriors. The 1872 Cup games at Hampden Park and Scottish Gas Murrayfield Stadium in December were also included.
GSIQ’s survey follows hard on the heels of last May’s Social Return on Investment report, which found that grassroots rugby in Scotland delivers an economic benefit of £160 million per year, a return worth eight times the cash invested in the club and school game.
The GSIQ survey is broken down to show all spend by the event organiser / rightsholder, the spend by all attendees, then includes the “Multiplier figure” which represents the “halo effect” as a result of more money being pumped into the economy (items such as tax and wages).
It also quantifies the media value of coverage, whether broadcast, online or print and only accounts for coverage which references, Edinburgh, Glasgow, Scotland or Scottish Rugby’s venues.
The breakdown of Total Event Impact from June-December 2024 is:
- Scottish Rugby – £98.8million
- Edinburgh Rugby – £12million
- Glasgow Warriors – £9.6million
Charlie Dundas, co-founder of GSIQ, said: “GSIQ has been delighted to work with Scottish Rugby on the project to assess the economic impact that men’s and women’s Scotland national teams, Scottish Gas Murrayfield Stadium and the two URC teams in Scotland – Edinburgh Rugby and Glasgow Warriors – have had and continue to have on local communities.
“Rugby has always been a sport that sits at the heart of the community. Rugby is welcoming, inclusive, inspiring and rewarding and Scottish Rugby works extremely hard to live up to these values with these world-class assets. We look forward to seeing the ongoing development and benefits of rugby in Scotland.”
SRU President Keith Wallace said: “As we saw from the Social Return on Investment report last year, Scottish Rugby, at all levels, frequently delivers a boost to communities and well-being the length and breadth of Scotland.
“What this latest report underlines, particularly in the challenging financial climate during the cost-of-living crisis, is our capacity to share the economic benefit across Scotland.”
Christine Jardine, Liberal Democrat MP for Edinburgh West, which includes Scottish Gas Murrayfield Stadium, welcomed today’s news. She said: “The value of rugby to the fabric of our life and culture in Edinburgh and across Scotland has long been recognised but to see it quantified in such impressive economic terms underlines the need to ensure its support going forward.
“In this centenary year for Murrayfield I would like to see the SRU’s contribution recognised by our two Governments and sporting authorities.”
Neil Bibby MSP, Scottish Labour’s spokesperson on sport, said: “Scottish Rugby is not just a fixture in rugby fans’ calendars but a huge motor of our wider leisure economy and the reason many visitors first come to Scotland.
“This report is a welcome reminder of that role and why it’s essential that our sports infrastructure is preserved for future generations.”
Scottish Conservative MSP Douglas Lumsden, chair of the all-party rugby group at Holyrood, said: “This report highlights the significant contribution Scottish Rugby makes to our economy, particularly in our capital city.
“Scottish Rugby, at every level, has contributed over £120 million to the Scottish economy, providing a much-needed boost to communities and individuals right across the country.
“I’d like to thank everyone who has worked tirelessly to make these events a success, including our dedicated emergency services.”
Scottish Government Sports Minister Maree Todd added: “I am a great believer in the power of sport and, while the economic value of rugby to Scotland is hugely important, there are also some clear social and wellbeing benefits to be gained from it.
“There is a clear appetite for rugby at all levels – from grassroots to international – and I’m sure the people of Scotland will get right behind the international men’s team as they begin their Six Nations campaign against Italy this weekend.”
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