Football World Cup: Economic benefit to New Zealand more than double predictions

The financial benefits of this year's Women's Football World Cup have exceeded projections by more than double.

The tournament's economic impact evaluation report has been released, showing a net benefit to the country of $109.5 million.

From the get-go, the World Cup seemed on target to break records, but not just on the field.

"For every dollar spent, $1.34 was generated for New Zealand," said NZ Major Events manager Kylie Hawker-Green.

Spain celebrate their World Cup victory.
Spain celebrate their World Cup victory. Photo credit: Getty Images

The economic impact report takes into account both monetised and non-monetised benefits to the country, including visitor spend, infrastructure improvements, the visibility of women's sport and future tourism opportunities as a result of co-hosting the tournament.

It concludes the net benefit to New Zealand was more than double the 2019 projection of $46.3million. 

"During what was arguably a challenging economic time, it was really pleasing and so rewarding to be able to provide that boost to the New Zealand economy," said Hawker-Green.

The figures also take into account other impacts, like $3m of unpriced carbon emissions.

"It is without doubt challenging to deliver an event in New Zealand, when we are very far away from the people we would like to attract to the event," said Hawker-Green. "One of the things we are very conscious of, when we are bidding and talking about hosting the events, is the ongoing climate impact."

According to a survey, sustainability was the main area of concern for the more than 258,000 attendees.

"It's not something anyone's running away from, the need to do better," said Auckland Unlimited major events head Richard Clarke.

Despite this, overall spectator satisfaction was high and more than 90 percent felt safe during the event, despite a deadly shooting in downtown Auckland on the opening day.

"We did an awful lot of incident planning," said Clarke. "We did scenario planning - not around the same scenario, but things like that, which would need to be escalated - so I think it's a testament to the pre-planning."

Both Clarke and Hawker-Green agree the tournament has enhanced the country's reputation as a host nation, but Clarke says changes are needed, before we can secure another mega-event.

"To be able to go after events such as a FIFA Women's World Cup requires a really strong revision of what our event funding model is," said Clarke. "It needs a national solution.

"This is not a city outcome, it's a partnership with central government."

Sport and Recreation Minister Chris Bishop said: "You have to take these things on a case-by-case basis, but there's fund for major events, a fund the Govt uses to bring major events to New Zealand.

"In due course, we'll be taking advice about the operation of the fund, but we do want more sporting events in New Zealand."

Fans would certainly agree with that sentiment.