English cricket supporters, led by the Barmy Army, provided a significant economic boost to Australia during the recent Ashes tour, despite England's on-field performance. Over 35,000 British visitors traveled for the series, enhancing both match atmospheres and local economies.
The Barmy Army, founded during the 1994/95 Ashes, has evolved into a prominent global fan group and a business that organizes touring packages and sells merchandise. Over 3,000 clients participated in this tour, with some staying for up to seven weeks and visiting major cities.
Visitors continued their travels and spending across various Australian businesses, including hotels, restaurants, retail, and entertainment, even as Australia dominated the cricket series. Tim Harcourt, chief economist at the University of Technology Sydney’s Centre for Sport, stated that the benefits extended beyond host cities to regional Australia, as many fans utilized camper vans for travel. He specifically noted that pubs experienced increased business.
While Cricket Australia had estimated losses of up to $30 million from shorter Test matches, the influx of British fans presented an economic opportunity. Barmy Army staff indicated that Australia is a popular destination for these fans, who spend considerably regardless of cricket outcomes and often create new songs during their attendance. English supporters also attended other local sporting events, such as A-League Men fixtures, making their presence known with chants.
Between September 2024 and 2025, UK travelers contributed $2 billion to the Australian economy. Cricket fans are estimated to have injected hundreds of millions of dollars into the Australian economy over the summer. Australia anticipates the return of these supporters for future major sporting events.