On 15 August 2026, Wrocław found itself at the centre of the football world’s attention. Two legendary European clubs, Manchester United and AC Milan, faced each other at Tarczyński Arena. The match ended in a 4-2 victory for the Italian side, with around 43,000 fans from more than 50 countries watching the six-goal spectacle live. The Wrocław Tourism Organisation was the main partner of the event.
The match between the twenty-time champions of England and the nineteen-time champions of Italy was the final pre-season test for both teams before the start of their domestic league campaigns. Above all, however, it was an international event that attracted football fans from Poland and abroad and gave Wrocław extensive exposure in media around the world.
According to media reports, more than 2,100 stories about the Super Match were published between 10 and 17 August, including over 1,600 by international media outlets. Together, they reached an audience of approximately 350 million people, while their estimated advertising value equivalent amounted to PLN 12.5 million. These figures demonstrate the promotional potential that major international sporting events offer the city.
The excitement surrounding the Super Match extended far beyond the stadium. The entire city embraced the football atmosphere – from the fan zone at Wolności Square to Wrocław’s hotels, restaurants, streets and public transport. Thousands of visitors had an opportunity to explore Wrocław, experience its tourism and culinary offer, and spend time in the city beyond the match itself.
A special media tour of Tarczyński Arena was also organised a few days before the game. Journalists visited areas including the Control Room and the main pitch and learned about the preparations required to host an event of this scale. Media coverage resulting from the tour reached more than 3 million people, further strengthening Wrocław’s visibility in the media.
Hosting the Manchester United vs AC Milan match confirmed that major sporting events are an important part of Wrocław’s tourism promotion. They attract international audiences, support the local hospitality, gastronomy and service sectors, and enhance the city’s recognition as a destination capable of hosting world-class events.