It’s official: Brisbane is the sports capital of Australia

It’s a slam dunk on Melbourne.

The self-proclaimed “sports capital of Australia” has been left in Brisbane’s wake, with the Queensland capital the top-ranking Australian city in BCW’s annual index.

Brisbane was named 2032 Olympic host city in July 2021.Credit: Dan Peled

Melbourne, meanwhile, has tumbled out of the top 10, dropping 13 places since the 2022 list.

The Swiss-based global communications agency released its 2023 Ranking of Sports Cities on Tuesday afternoon (AEST), with Paris – the host of next year’s Summer Olympics – taking out first spot, followed by 2028 Olympic city Los Angeles, then London, New York and Manchester.

“The top-ranked cities are those that have integrated sports events into their strategies, capturing the public’s attention well in advance of their events and forging partnerships with the biggest sports brands,” BCW sports managing director Lars Haue-Pedersen said.

At number 15, Brisbane was the highest-ranked Australian city, well above Melbourne (23) and Sydney (44). No other Australian cities made the top 50, though the Gold Coast came in at number 86.

Brisbane’s impressive showing was in no small part due to its relatively new status as a future Olympic city.

“The anticipation, excitement, and preparation leading up to the event are crucial in capturing the world’s attention and establishing a city’s prominence,” BCW notes in its index.

“Paris ranks first in the 2023 Sports Cities Ranking despite not yet hosting the Olympic Games [in 2024]. Similarly, Brisbane’s impressive debut in 15th position demonstrates the value of being included in the top rankings a remarkable nine years before the Games are scheduled to take place.”

It was all music to Brisbane Lord Mayor Adrian Schrinner’s ears.

“Brisbane is already well known as a leading global sports city and that reputation is only going to be enhanced as we get closer to the 2032 Olympic and Paralympic Games,” he said.

“We’ve got world-class stadiums near the city, vibrant precincts, year-round sunshine and great public transport, which all help to make Brisbane an ideal destination for fans to experience major sporting events.”

Along with 2032 Games, Brisbane will also host its first FIFA Women’s World Cup in less than two weeks. It is also the only city to have hosted both the AFL and NRL grand finals.

“Global companies and sports federations tell us they see incredible opportunities in Brisbane, and we see a growing appetite for what our city has to offer,” Schrinner said.

“The message for sporting codes, event organisers and businesses is to get in now – Brisbane is alive with opportunity and on an exciting growth trajectory.”

Brisbane Economic Development Agency chief executive Anthony Ryan said attracting a diverse calendar of major events was a key priority for the city.

“We put on an incredible show as the hosts of the NRL Magic Round, Australian PGA Championship and soon the FIFA Women’s World Cup and have a proven record of delivering world-class events with an unrivalled visitor experience,” he said.

“Major events in Brisbane drive economic growth and stimulate strong business growth, flowing on to Brisbane hotels, restaurants, tourism operators and businesses.”