South Australian Business News

Another major sporting event announced to benefit South Australia

Anthony Caldwell
Wednesday, July 19th 2023

Businesses are throwing their support behind the announcement of another major sporting event to hit South Australia, when the British and Irish Lions (Rugby) play at Adelaide Oval on 12 July 2025, for the first time in 137 years.

An announcement made on Wednesday by the Malinauskas government anticipates the event will pull a capacity crowd of 54,000 people, on the same ground the teams played at back in 1888.

The advanced notice of this major event will give South Australian businesses ample opportunity to prepare and capitalise on the occasion which is expected to pull a national and international audience of fans. 

Andrew Kay, CEO of the South Australian Business Chamber says The Chamber has been a supporter of an increased calendar of major international events and highlights the long-term benefits global audiences have on our state. 

Much like the flagship events of early 2023, we expect this major rugby event to be an outstanding investment in South Australia, with businesses across the tourism, hospitality and retail sectors all expected to benefit.

The game will be a drawcard for fans from the UK, Ireland, New Zealand and of course Aussie rugby enthusiasts who will take their time to linger here and enjoy everything South Australia has to offer.

Importantly, not only do visitors spend money during their visit, but they also return home and tell their friends and families to plan a trip to South Australia, which is key for business confidence in many industries and regions,” Mr Kay added.

Rundle Mall — Adelaide

Jordon Tomopoulos, Economic Research & Data Analyst for Adelaide Economic Development Agency (AEDA) said they recognise the important stimulus major sporting events bring to city businesses, in particular hospitality and accommodation providers. 

AEDA and the City of Adelaide will work closely with the South Australian Business Chamber and our other partners to ensure the teams and their supporters experience everything Adelaide has to offer.”

The Stag Public House — Big Easy Group. Photo: Facebook

Jack Booker, Operations Manager of The Big Easy Group, the company behind Adelaide venues like The Stag and Nola says this announcement is great to bring people into the city.

For us, a higher visitation to Adelaide provides us with more opportunity to showcase our offering, including the amazing local food and beverage products we are surrounded by. 

Events like this put Adelaide on the map as a destination, and I believe interaction with the ever-increasing quality of the hospitality industry pushes that even further,” said Booker.

Crowne Plaza Adelaide — Photo: Supplied

Shaun Parsons, General Manager of Crowne Plaza Adelaide says the city-based hotel is excited by the news. 

With the announcement only recent, we are yet to witness any significant market reaction. Crowne Plaza Adelaide anticipates this event to be a key demand driver for the hotel and Adelaide market, attracting regional, interstate and international visitors. 

The South Australian Business Chamber’s 2023 March quarter Survey of Business Expectations, conducted shortly after the mad March’ period found 77.9% of business operators viewed large-scale events as beneficial to the state.

The survey also determined such large-scale events contributed to an escalation of business confidence during the period. 

Business confidence increased to 96.9 points following our last period of major events, including Adelaide Fringe, Gather Round and Liv Golf. That’s 13.2 points above the national average at the time,” said The Chamber’s CEO.


Anthony Caldwell

Manager, Marketing, Media, Communications
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