More than 43,000 fans from over 50 countries, six goals, two icons of European football and hundreds of millions of people reached through media coverage worldwide. The Manchester United – AC Milan Super Match, played on 15 August 2026 at Tarczyński Arena Wrocław, was not only a major sporting spectacle but also an important tool for the international promotion of Wrocław and Poland. The event also demonstrated the importance of major events for the development of tourism and the wider meetings and events industry ecosystem.
Manchester United and AC Milan at Tarczyński Arena Wrocław
On 15 August, two of the most recognisable clubs in European football – Manchester United and AC Milan – met on the pitch at Tarczyński Arena Wrocław. For both teams, it was their final test ahead of the start of the league season. The match ended in a 4–2 victory for the Italian side, with around 43,000 spectators in the stadium watching the six-goal encounter. The match was officiated by renowned Polish referee Szymon Marciniak.
The international character of the event was best illustrated by the composition of the crowd, with fans travelling to Wrocław from more than 50 countries. The excitement extended well beyond the stadium. The event was accompanied, among other attractions, by a fan zone at Plac Wolności, while increased visitor numbers were clearly visible across hotels, restaurants, public spaces and the city’s transport network.
350 Million People Reached – Wrocław in the Global Media
One of the most significant outcomes of the Super Match was the scale of its media exposure. According to media monitoring data, more than 2,100 publications relating to the event appeared between 10 and 17 August, including over 1,600 pieces in international media.
Their combined potential reach was estimated at approximately 350 million people, with an advertising value equivalent of PLN 12.5 million.
These figures demonstrate the power of major international events as a destination marketing tool. Reports about the match appeared in international sports media alongside the names of Wrocław and Poland, building destination awareness among audiences that would be difficult to reach through traditional tourism campaigns alone.
Major Events Drive Tourism and the City’s Economy
The benefits of hosting an event of this scale extend far beyond its media value. Tens of thousands of participants generate demand for accommodation, food and beverage services, transport, tourism services and leisure activities. This provides a direct boost to the local economy while also creating an opportunity to introduce the city to new groups of international visitors.
“Events of this scale go far beyond sport. The AC Milan – Manchester United Super Match brought thousands of visitors to Wrocław, generated international exposure and provided further proof that the city is ready to host the world’s largest events. Projects of this kind strengthen Wrocław’s position on the MICE industry map,” said Dawid Panczyszyn, President of the Management Board of Convention Bureau Wrocław.
Wrocław has already strengthened its position through hosting international sporting events, cultural events and concerts. Tarczyński Arena Wrocław is also a multifunctional venue which, in addition to sporting events, can host conferences, training sessions, banquets and other business event formats, further enhancing the city’s infrastructure and capacity to host major events.
From Major Sporting Events to a Stronger MICE Destination Brand
Although major sporting events do not fall directly within the traditional MICE segment, their delivery relies on many of the same capabilities and elements of infrastructure:
- transport
- accommodation
- catering
- security
- event production
- VIP services
- communications
- logistics
- cooperation between the city and local partners
From the perspective of promoting Poland, globally recognised events help strengthen the country’s image as a destination capable of safely and professionally delivering large-scale projects. The expertise demonstrated when serving tens of thousands of international visitors also provides a compelling argument when bidding for international congresses, conferences, corporate events and incentive travel programmes.
Photo: Convention Bureau Wrocław; source: own compilation based on Convention Bureau Wrocław materials.
