Looking beyond the BRITs

W hen the BRIT Awards moved from London to Manchester for the first time in 2026, it provided an opportunity to examine the economic and social potential of taking major cultural events beyond the capital, offering a glimpse into what a more geographically balanced approach to hosting them could mean for cities and regions across the UK.Newly released independent research from consultancy AMION, a member of the Institute of Economic Development (iED), has provided compelling evidence of the benefits of such initiatives, following the event in February.Its assessment found that the event at Co-op Live and its wider cultural inter-city programme generated £5m in net additional expenditure in Manchester, contributing £3.45m in gross value added. It also created more than 3,000 temporary jobs, equivalent to more than 15,000 days of employment for Manchester-based workers.Perhaps more interestingly, the research also estimated the BRITs' wider social impact at £11.2m, taking factors such as cultural participation, digital engagement and Manchester's enhanced profile as an events destination into account.Collectively, these findings offer more than an assessment of a successful event. They provide a useful starting point for considering how cultural investment can contribute to place-based economic development, the opportunities that exist for other cities and regions, and what local authorities can do to ensure that the value generated from such events translates into meaningful benefits for their communities.The iED has consistently argued that economic growth cannot be assessed solely through increases in expenditure, employment or gross value added. Our upcoming Delivering Good Growth report makes the case for a more holistic approach, recognising that economic activity must ultimately translate into improved opportunities, living standards and outcomes for local communities.Major cultural events offer an interesting illustration of this principle because their potential benefits extend considerably beyond the immediate financial transactions associated with hosting them.Almost 25,000 people attended the BRIT Awards ceremony and wider programme, with more than half participating in activities beyond the main event. Through exhibitions, performances, education and community initiatives, the programme created a plethora of additional opportunities for cultural engagement.This broader opportunity for participation is important. Cultural activity can strengthen a place's identity, widen access to experiences and create connections between communities and institutions. However, these outcomes should not be assumed to follow automatically from attracting a prestigious event.They depend on how that event is conceived, organised and integrated into the wider ambitions of the host location.The employment generated by the BRIT Awards is significant, but temporary employment does not necessarily translate into sustained improvements in local labour market outcomes. Similarly, increased expenditure can benefit local businesses without fundamentally changing the economic prospects of the communities around them.For local and strategic authorities, this means considering the economic development opportunities at the earliest stages of planning. Local procurement, employment pathways, engagement with school, colleges and universities, and opportunities for community participation should form part of the event's objectives, rather than being considered supplementary benefits.This creates a key distinction between an event that generates economic activity within a place, and one that has been deliberately structured to ensure the place and its residents capture a meaningful proportion of that value long after it's ended.Achieving this requires consideration of how major events connect with a place's wider economic development priorities, from creating opportunities for local businesses and employment to strengthening the skills, infrastructure and partnerships that can support future growth.The employment generated by the BRIT Awards is significant, but temporary employment does not necessarily translate into sustained improvements in local labour market outcomes. Similarly, increased expenditure can benefit local businesses without fundamentally changing the economic prospects of the communities around them.This does not diminish the value of these outcomes. Rather, it illustrates why major events should sit within broader, longer-term economic strategies.Manchester's experience also raises questions about replicability. The city benefits from established cultural infrastructure, a strong music heritage and the capacity to accommodate an event of this scale. Other places have different assets, constraints and economic priorities.As such, the lesson should not be that every city must compete to host the next BRIT Awards, but that cultural investment should be approached strategically, building on the distinctive strengths of individual places and identifying opportunities proportionate to their circumstances, forming part of a wider approach to successful economic development.Nigel Wilcock is executive director for the iED

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ECONOMIC GROWTH

Looking beyond the BRITs

By Nigel Wilcock | 02 November 2026

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