Tyson Fury Wins at Wembley Stadium…And Not Just in the Ring

Wembley Stadium is one of the UK's most iconic venues hosting some of the world's highest profile sporting and musical events. So, we were curious to know whether all events and all audiences are equal when it comes to splashing the cash locally on event days.



By using a combination of Fable’s extensive consumer spend data and precise location capabilities, we were able to pinpoint spending at some of the most well-attended events in 2022 and the results were really interesting. Would music audiences outperform sports? Would Coldplay out perform Ed Sheeran?


¹Daily consumer expenditure on food and beverages (i.e. restaurants, bars, takeaways and deliveries) in the HA9 postcode district, within which Wembley Stadium sits.


It’s clear to see that there is a staggering uplift on food and drink expenditure during Wembley Stadium events, with spend on average 7x higher during music events and over 5.5x higher during sporting events.


However, the lower spend during sporting events may be partly explained by the ban of alcohol consumption in seats during football matches - which make up all but one of the sports events at Wembley Stadium this year.


The event which created the highest amount of food and drink expenditure was the WBC Heavyweight Championship contest between Tyson Fury and Dillian Whyte, the only non-football sporting event and one which generated a massive 16x spending compared to the average for a non-event day.


²Amount of spend on day of event compared to the average spend on non-event days from 14th Feb to 22nd Aug 2022.

³Average uplift across all five concerts


This was followed by Capital FM’s Summertime Ball, which featured a roster of famous artists such as Ed Sheeran, Harry Styles and David Guetta, and generated around 14x the non-event average.


As for the most recent events, the batch of Coldplay concerts attracted an average uplift of nearly 5.5x the amount seen during a non-event day. This ranks below the concerts for Ed Sheeran (8x) and Westlife (7x) but above the average of Harry Styles’ two concerts (5x).


Boosting the local economy

Unsurprisingly, most expenditure was done within Wembley Stadium itself, capturing a range of 31% to 72% of daily food and beverage spend within HA9 on event days. But it’s not bad news for local businesses, as they also benefited from a significant uplift in spend, with BOXPARK Wembley and the London Designer Outlet shopping centre (which hosts various food merchants) both a common second-favorite place for event-goers to enjoy a meal and spend some cash.


The implications of this data can be felt across multiple consumer touch points including public transport and should enable any service provider to more accurately plan for staffing, supplies and exponential increases in revenue.


For more information about Fable’s geo-location and consumer spend data, contact:

Anoop Bindra Martinez, Strategic Partnerships Associate, Fable Data, Anoop@fabledata.com

Fabio Saia Cereda, Economist, Fable Data, fabio@fabledata.com

Avinash Srinivasan, Fundamental Equity Analyst, Fable Data, Avinash@fabledata.com



About Fable Data

Fable Data is an Award winning pioneer in the European real time consumer transaction data market. We own the most comprehensive anonymised dataset of European banking and credit card data, supplied directly from source and based on millions of European consumers.


In addition to partnering with leading financial providers, Fable has a stellar client base of global Tier 1 Investors and Fortune 500 companies. We also work closely with central banks, institutions, and academics, to ensure that our ground breaking data and analysis is shared, at no cost, with global decision-makers.


Fable's real-time view of the global economy informs better decision-making in business, government, research, and development.

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