Ed Sheeran made a surprise visit to Ipswich on Friday 20 February, quietly signing a mural of himself in the city’s CBD before heading to Suncorp Stadium for the first of three sold-out Brisbane concerts, capping a 10-month community campaign that put the Queensland city on the global map and generated an estimated $3 million in earned media value.
The visit delivered exactly what the residents of Ipswich had been working toward since May last year. The Get Ed to Ipswich campaign drew in local businesses, schools and residents, with a bakery producing Ginger-Ed cookies and the local pub pouring a custom Ed Beeran Brew among dozens of community-led activations. When Sheeran finally pulled up to the Hotel Commonwealth on Nicholas Street and uncapped a marker, the result of all that effort became real in about 30 seconds.
For Springfield Lakes and the broader Ipswich community, the moment landed as something beyond a celebrity sighting. It was a reminder that a city often overshadowed by its larger neighbour to the east can generate its own global story when its community commits to one.
The Mural That Started It All
The campaign’s centrepiece was a large mural commissioned by Warner Music Australia and painted by Brisbane-based artist Duncan Mattocks between the Hotel Commonwealth and 1 Nicholas Street in Ipswich Central. Mattocks spent six days and approximately 10 litres of paint across 12 colours to bring the 11.5-metre by 4-metre artwork to life, with curious locals dropping by throughout the week to ask questions and photograph the work in progress.
The mural was commissioned in September 2025 to celebrate Sheeran’s eighth studio album PLAY, and quickly became the focal point of the community’s push to attract the star during his 2026 Australian Loop Tour. The connection between Ipswich, Queensland and Ipswich, England is not incidental. Ed Sheeran grew up in the Suffolk town and has a well-documented habit of visiting cities around the world that share his hometown’s name, including Ipswich in Massachusetts. The campaign in Queensland started in earnest after Sheeran’s record of visiting namesake cities was noted by a Brisbane radio host, who reached out to the Ipswich community last May.
When Sheeran signed the mural on Friday afternoon, he wrote a message and quipped to those around him: “There’s a new mayor in town.” The remark set up what was to follow.
The Mayoral Chains and a Signed Jersey
At Sunday night’s final Brisbane concert at Suncorp Stadium, Ipswich’s community representative attended backstage and presented Ed Sheeran with the official mayoral chains of office, formally naming him honorary co-mayor of Ipswich. Sheeran wore them and later acknowledged the moment from the stage, telling the crowd that the Ipswich mayor had put the mayoral necklace on him before the gig and that he was now unsure whether he was technically a mayor.
As a parting gift, Ed Sheeran signed an Ipswich Town FC jersey, the English football club from his hometown, and addressed it to the “Mayor of the 2nd best Ipswich.” The community representative responded that she was more than happy to share the role, and that Sheeran was welcome back any time.
What the Visit Meant for Local Business
The mural on Nicholas Street became an immediate tourist magnet, with fans travelling from as far as Hervey Bay to photograph themselves in front of it after Ed Sheeran’s signature was confirmed. Local hospitality venues reported strong trade in the nights leading up to and during the Brisbane concert run, with dozens of businesses having participated in Ed-themed promotions and content throughout the campaign period.
The 10-month campaign is estimated to have generated around $3 million in earned media value through coverage across Australia and internationally, shining a sustained spotlight on Ipswich well beyond the weekend of the concerts. The economic ripple across Springfield Lakes, Ipswich Central and surrounding communities reflected what happens when a city backs itself.
Ed Sheeran’s Loop Tour continues with shows at Marvel Stadium in Melbourne on 26, 27 and 28 February, followed by a final Australian date at Adelaide Oval on 5 March. The signed mural at Nicholas Street, Ipswich Central remains open to visitors at all hours.
Published 26-February-2026.
