West Northants ranks third highest nationally with £47.6 million Rugby World Cup boost
26 February 2026
West Northants generated an impressive £47.6 million economic impact during last summer’s Women’s Rugby World Cup 2025 - ranking third highest of the eight host locations and significantly outperforming the national tournament average of £36.8 million.
The area welcomed 48,800 visitors across six matches at Northampton’s Franklin's Gardens, delivering a substantial boost to local businesses, hospitality venues and community spaces, while strengthening West Northants’ reputation as a destination capable of hosting major international sporting events.
Spending by visitors, recorded as part of World Rugby's economic and media impact report collated by Futures Sport and Entertainment, remained strong across all categories, with most attendees spending between £20-£100+ on tickets, travel, accommodation, food, drink and merchandise, while higher-spending international visitors or those attending multiple matches reported total spend of £500 or more. Although many fans travelled in for the day, significant numbers stayed one or two nights in local hotels, Airbnb or with friends and family, helping to sustain economic benefits beyond matchdays.
Beyond the headline economic figures, the tournament also generated significant community pride and long-term impact. An in-tournament survey of 1,951 spectators in Northampton found:
- 60.6% strongly or somewhat agreed they feel proud that Northampton hosted tournament matches.
- 91.7% agreed they would like Northampton to continue hosting major sporting events.
- 36.3% said their opinion of Northampton as a place to visit had improved and they would likely return.
- 83.6% agreed rugby is just as much a sport for women and girls as it is for men and boys.
The event attracted a diverse crowd spanning all ages from under 18 to 90+, with most attendees aged 25-64. Spectators were predominantly women, and visitors travelled from across the UK as well as internationally from Ireland, Japan, Spain, Mauritius, the United States and beyond.
Importantly, the legacy is already being felt at grassroots level, with local clubs reporting increased interest and participation following the tournament.
The Old Northamptonian’s Rugby Club has seen its Ladies squad double in size, with 45 women attending pre-season training and over 40 women regularly attending senior ladies’ sessions this season. The club has also recorded strong growth across its Girls’ Minis and Juniors sections, welcoming new players into its Under-6s group.
Bugbrooke Rugby Club has similarly reported that the tournament has raised its profile locally and nationally, further embedding the club within the community and attracting new players and supporters.
“Generating £47.6 million in economic impact and ranking third nationally is a tremendous achievement for West Northants. These figures clearly demonstrate the value that major events bring to our local economy - supporting jobs, boosting hospitality and retail, and attracting thousands of visitors to our area.Cllr Mark Arnull, Leader of West Northamptonshire Council (WNC)
“What makes this even more powerful is the lasting community benefit. We are already seeing increased participation in local rugby clubs, particularly among girls and women, alongside strong public support for hosting future major events.
“The Women’s Rugby World Cup has strengthened our economy, elevated Northampton’s national profile and inspired the next generation. That is a legacy we are determined to build on.”
Across England, the tournament welcomed 444,465 ticket holders, achieved 147 million global broadcast viewing hours, and delivered a £294.7 million return on investment.
“Community impact is at the heart of the Club’s mission statement, and we are absolutely delighted to see the scale and breadth of the impact that hosting the Women’s Rugby World Cup has delivered for Northamptonshire.Julia Chapman, Chief Executive of Northampton Saints
“The immediate boost to the local economy has been hugely encouraging, but what excites us most is the lasting legacy that is already taking shape. Alongside the immediate benefits for the Club in hosting the tournament, we’re seeing a real halo effect across the season so far – with increased participation in women’s and girls’ rugby at grassroots level, and growing audiences coming to cinch Stadium to watch Loughborough Lightning and their international stars.
“This tournament has demonstrated the power of women’s rugby to inspire communities, attract new fans and create opportunities. We’re proud to have played our part and are ambitious about the role the women’s game can continue to play in driving positive social and economic impact across Northamptonshire in the years ahead.”