Taylor Swift’s ongoing ‘Eras’ tour, currently making its mark on European cities, has had such an economic impact on some of the locations that it has already toured, that the word Swiftonomics has actually made it into economic parlance. And it’s not just big-name singers getting in on the market-moving act. 2024 will see a host of mega sporting events lining up for our attention too. So just how do these events impact the local economies and the brands that sponsor or support them? Are the only winners the performers, or are others set to benefit?

In this episode of the Beyond Markets podcast, Bernadette Anderko, Investment Writer, talks to Kelly Chia, Deputy Head of Research Asia, and Matt Leighton, Sports Business Journalist, to provide some insight into the real impact of these events and help us uncover just who, aside from the venues and the stars involved, might actually gain from them.