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November 25, 2025

UK Property Market / Manchester

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Manchester has officially begun its countdown to one of the world’s largest sporting events – the UEFA EURO 2028 tournament. Every digital advertising screen in the city simultaneously lit up to showcase the event for two minutes on Wednesday, 12th November. 

The city is set to stage five matches at the City of Manchester Stadium (also known as Etihad Stadium), which was originally built to host the Commonwealth Games in 2002. England’s opening match will be held here, should they qualify directly. 

Manchester’s selection as a host city owes much to its existing investment in world-class sports and entertainment infrastructure, particularly the stadium and surrounding East Manchester zone. The Holt Town Regeneration plans to connect the city centre to the East side, and the CyanLines project will introduce 100 miles of walkways throughout the wider city. 

With the tournament still nearly three years away, the excitement is already building across the city: fan zones, city-wide branding, and special initiatives are being rolled out to accommodate what’s expected to be a global fan-fest.

The UEFA EURO tournament is recognised as the third biggest tournament in the world, across the UK and Ireland the 2028 tournament is expected to draw in more than 3 million visitors, with audiences of over 5 billion watching worldwide. For Manchester alone the projection is over 300,000 fans attending matches, with up to 40% coming from overseas.

Local Impact

While the focus understandably is on football, Manchester’s city leadership is emphasising the broader legacy for communities and infrastructure. Investment is being channelled into grassroots sports, improving pitches and facilities, supporting coaches and referees, volunteering programmes, and enhancing access to play for all, especially women’s, building on the legacy of EURO 2022.

Economically, the city is expecting a huge uplift. Initial estimates suggest the tournament could generate a boost of over £200 million for Manchester. The city is clearly treating this as more than just a temporary event, it’s part of an ongoing regeneration and international positioning strategy.

Why Manchester matters (and why now)

Manchester is opening its doors to the world’s fans, and the city is ready. Fan-festival hubs in the city centre, high-visibility branding across trams and screens, the countdown is well and truly on – and it’s benefitting more than just football fans. 

An increase in visitors and attention brings the city long-term popularity and ultimately more income, which can be reinvested into Manchester to continue its growth. That’s why investors are set on Manchester. 

But equally important is how this positioning aligns with why Manchester has earned this status. The stadium, the surrounding entertainment campus, transport links, and past experience of major events all feature. This isn’t a one off, Manchester is reinforcing its profile as a world-class destination for sport and culture.

“Manchester is known the world over as a great footballing city and we could not be more excited to be welcoming such a prestigious tournament, which is enjoyed by millions of fans around the world, to our city.  We’re a city where football runs deep in our DNA and we’re counting down the days to UEFA Euro 2028. 

“It’s important also to acknowledge the ongoing investment in facilities and development of the area around the stadium in east Manchester into a world class sports and entertainment campus – which is what enabled us to put the strongest possible bid in to host the tournament, and ultimately led to us being chosen as one of the tournament’s host cities.”

–  Bev Craig, Manchester City Council Leader

 

The Etihad Expansion

The Etihad currently has a capacity of 53,600, however it’s undergoing a major £300 million expansion. After completion, which is due before the end of the season, the stadium will hold an impressive 61,747 fans. The upgraded North Stand will feature a new upper tier, a sky bar with pitch views, and a rooftop walk offering panoramic sights over the city.

Beyond just extra seating, the plans introduce a 3,000-capacity fan zone, a club museum, expanded retail space, workspace, and a 400-bed hotel – all designed to animate the area throughout the week, not just on matchdays.

This project forms part of the long-term Eastlands Regeneration Framework, supporting new jobs, visitor demand and ongoing investment in East Manchester. When completed, the expanded stadium will act as a cultural and economic anchor for the area, just in time for the run-up to EURO 2028.

Looking ahead

With less than three years to go until the tournament, Manchester is busy preparing for the event. Fan engagement, city-centre activation, and community benefit each feature strongly in the planning. As the city continues to ready itself, the opening match, millions of fans, global attention – it’s all on the horizon.

For anyone watching Manchester – whether as fan, visitor, or investor – the story is well underway. The countdown is ticking, and the city is raising its game.