Scottish Rugby’s overall economic value to Scotland in the latter half of 2024 was worth more than £120 million, according to an independent evaluation.

Conducted by specialist researchers GSIQ, the analysis in the seven months from 1 June incorporates four Scotland men’s international matches; two Scotland women’s international fixtures and matches in both the United Rugby Championship and EPCR for both Edinburgh Rugby and Glasgow Warriors.

Taylor Swift’s concerts were also included, with the value up to the end of December coming in at £120.4m. Of that, more than one third (£41.9m) was spent by visitors whose home was outside of Scotland.

The media impact – included in the total figure – was calculated at £13.2m, of which the Taylor Swift concerts staged at Murrayfield last June generated media coverage alone worth £8.3m.

Scottish Rugby chair, John McGuigan, said: “It’s long been part of Six Nations folklore that the timing of the championship in the dark days of winter has been a substantial boost to the hotel, leisure and hospitality industry in what would otherwise be a ‘quiet’ period.

“This report makes clear that Scottish Rugby’s contribution to the economic wellbeing of our country and our capital city is massive throughout the year.”

The survey will continue until August 2025 and will feature three international matches for each of the men’s and women’s teams plus concerts from Billy Joel, Robbie Williams and Oasis.

GSIQ’s survey follows hard on the heels of last May’s Social Return on Investment report, which found that grassroots rugby in Scotland delivers an economic benefit of £160m per year, a return worth eight times the cash invested in the club and school game.

The GSIQ survey is broken down to show all spend by the event organiser/rightsholder, the spend by all attendees, then includes the “multiplier figure” which represents the “halo effect” as a result of more money being pumped into the economy (items such as tax and wages).

It also quantifies the media value of coverage, whether broadcast, online or print and only accounts for coverage which references, Edinburgh, Glasgow, Scotland or Scottish Rugby’s venues.

The breakdown of Total Event Impact from June-December 2024 is:

Scottish Rugby – £98.8m; Edinburgh Rugby – £12m; Glasgow Warriors – £9.6m.

SRU President Keith Wallace said: “As we saw from the Social Return on Investment report last year, Scottish Rugby, at all levels, frequently delivers a boost to communities and well-being the length and breadth of Scotland.

“What this latest report underlines, particularly in the challenging financial climate during the cost-of-living crisis, is our capacity to share the economic benefit across Scotland.”

Fans, meanwhile, will be flooding back to Murrayfield tomorrow when Scotland kick-off their Six Nations campaign at home to Italy (2.15pm).