What Premier League football could mean for Bristol

There could be something special about to happen in BS3.

The dream of Bristol City finally making it to the Premier League, after decades of near-misses, heartbreaks, and that volley. Following Saturday’s 2-2 draw with Preston, their position in the Sky Bet play-offs was confirmed, and suddenly, fans feel the Premier League is within reach. And while promotion would mean everything to the players, staff, and fans, the ripple effect could go far beyond Ashton Gate, and provide even more benefits to the city itself.

I had the pleasure of working at Stoke City between 2009-2014, arguably some of the best years the club has ever had, with Premier League football, an FA Cup final and a Europa League journey which ended in a narrow loss in Valencia in front of 5000 travelling fans… but, mainly more importantly I saw how  a city, often overlooked, was transformed by Premier League football. Stoke-on-Trent no longer just hosted matches; it hosted the world. The Premier League brings with it billions of global eyes, full hotels, busy pubs and packed away ends week in-week out. 

In one season alone, the Premier League brought over £130 million to the local economy and supported more than 2,000 jobs across the city and wider Staffordshire region. It wasn’t just football. It was an identity. It was a belief. Led by Pottermouth battle cry during the final push that was needed for promotion. 

Now imagine that same spotlight shining on Bristol.

Bristol isn’t short on creativity, or culture. It’s a city booming with innovation and independence. But football, real, top-flight football could offer a completely new global platform that the city has never seen. One that puts the city, stadium and sponsors on TV screens from New York to Tokyo, and brings Premier League fans to the city’s bars, restaurants, and hotels, driving tens of millions into the economy with every season.

When Swansea City were first promoted, economists stated a £58m uplift to their region. Norwich’s promotions forecast to bring £90m in tourism and spending. Even, AFC Bournemouth saw a £50m boost and they have a smaller footprint than Bristol has.

Beyond the money, (although we all know in football and sport, the money matters) it’s more about the pride and the sense of occasion each fixture would bring. Fans and people in the city talk about Bristol being ‘the biggest city never to have had Premier League football’. Could that be about to change? 

If Bristol City can get through Sheffield United, and head to Wembley, this city has the potential to write a whole new chapter. We’ve seen it done in Stoke. We’ve seen it in Swansea, Norwich, Bournemouth, Brighton.  

There is no doubt that the city belongs on the biggest stage…

Is this the best chance that the city could get? We will find out soon. 

-Written by Matt Joy

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