Italiacamp presents the Impact Assessment of the Six Nations 2025 with the Italian Rugby Federation

On 2 February 2026, at the Stadio Olimpico in Rome, Italiacamp presented together with the Italian Rugby Federation the Impact Assessment of the Guinness Men’s Six Nations 2025, relating to the three matches played in the capital. The assessment, carried out by Italiacamp as the Federation’s impact partner, provides a structured analysis of the economic, social and territorial effects generated by the event.

Overall, the Six Nations 2025 generated significant socio-economic value, taking into account direct, indirect and induced economic impact, sports tourism, the contribution of volunteers and other positive effects linked to the event experience. The overall economic impact reached €6.3 million, with a return of €2.20 for every euro invested. Particularly noteworthy is the contribution of sports tourism, which exceeded €44.4 million, confirming the evolution of the Six Nations from a single sporting event into a driver of experiential tourism with a strong international appeal.

The assessment also highlights the central role of the volunteer community, whose contribution is estimated at over €200,000, as well as the event’s strong engagement capacity both on site and across digital channels, with 43.7 million views on the Italian Rugby Federation’s social media platforms.

“For Italiacamp, being Impact Partner of the Italian Rugby Federation means sharing and supporting, with method and responsibility, the most authentic values of this sport: respect, inclusion, teamwork and a sense of community,” commented Fabrizio Sammarco, CEO of Italiacamp. “The Impact Assessment of the Six Nations 2025 tells the story of an event capable of generating real value for Rome and for the country, not only in economic and tourism terms, but also socially and culturally. Measuring these effects means recognising them, enhancing them and turning them into a strategic lever to strengthen, over time, a model of major events that is increasingly sustainable and participatory.”

Italiacamp’s work confirms how impact measurement is a strategic tool to support institutions and organisers in the continuous improvement of major events, strengthening their integration with the territory and their ability to generate shared value over time.