PHOENIX (October 4, 2023) — The Arizona Super Bowl Host Committee today announced overall Super Bowl LVII generated $1.3 billion total economic activity or gross output for Arizona, with $726.1 million total contribution to Arizona gross domestic product (GDP), according to the independent study conducted by the L. William Seidman Research Institute at W.P. Carey School of Business, Arizona State University.
Researchers analyzed the data collected from interviews with visitors between February 9 – 12, 2023, and found 102,598 out-of-state visitors came to the Valley for Super Bowl LVII, spending over $221 million. Of the visitors, about 60% had tickets to the Kansas City Chiefs matchup against the Philadelphia Eagles at State Farm Stadium on February 12.
Additionally, the study found that 10,459 annual jobs were created because of hosting Super Bowl, yielding a $494.1 million contribution to labor income in Arizona.
This is the largest economic impact of any special event ever held in the state of Arizona, as well as the highest for any Super Bowl for which publicly released figures are available.
By comparison, Super Bowl XLIX and Pro Bowl, played at the same venue in 2015, generated a gross economic impact of $719 million (2015 dollars).
“Arizona is the premier destination for major events because of the unmatched support by local and state leaders, the indigenous communities, businesses and the hospitality industry,” said David Rousseau, Salt River Project president and Arizona Super Bowl Host Committee board chair. “The incredible effort to host the largest single-day sporting event in the world paid dividends to locals, businesses, community organizations and the entire state.”
Super Bowl LVII was the most-watched U.S.-based telecast of all time. The broadcast reached approximately 200 million viewers, or 60% of all people in the United States. It was broadcast in 190 countries in 25+ languages. More than 6,000 media members were in the Valley to cover the events and festivities ahead of the game.
“Arizona had the biggest win from Super Bowl LVII and the incredible lasting impact on the State is unparalleled,” said Arizona Governor Katie Hobbs. “The world was watching Arizona, and in true fashion, we delivered in a big way. I look forward to our state hosting many more successful championship games and major events in the future, creating jobs and bringing in money from throughout the world to continue fueling our growing economy.”
Hotels across the Valley saw a 90% occupancy rate and took in over $91 million in room revenue during Super Bowl weekend, a 184% revenue increase from the same time period in 2022.
Additionally, local, diverse businesses throughout Arizona that were part of the Super Bowl LVII Business Connect Program, a partnership between the NFL and the Host Committee, received 246 contracts totaling $11.5 million. The Super Bowl Legacy Grant Program awarded more than $2.1 million to 50+ Arizona nonprofits; this was made possible by partners of the Super Bowl Host Committee, the NFL Foundation and the Arizona Cardinals.
“The magnitude of the economic impact of hosting the Super Bowl is what makes it a coveted event for cities around the United States,” said Anthony Evans, senior research fellow for the L. William Seidman Institute at W. P. Carey School of Business, Arizona State University. “Arizona continually shows itself to be a worthy host for the nation’s signature sports events and the increase in tourism dollars from Super Bowl is unlike any other event.”
Other findings from the L. Seidman Research Institute at W.P. Carey School of Business report:
- 59,747 visitors with game tickets stayed an average of 3.82 nights and spent $653.94 per person per day
- 42,851 visitors without game tickets stayed an average of 3.96 nights and spent $423.98 per person per day
- An estimated 6,000 media members stayed an average of 5.0 nights
- The $1.3 billion economic impact for Super Bowl LVII represents an increase of approximately 40% over Super Bowl XLIX and Pro Bowl in 2015 (adjusted using the Bureau of Labor Statistics Consumer Price Index, inflation calculator which expressed that the 2015 economic impact dollars have the same buying power as $870.4 in 2023)
Previously released data relative to the success of Super Bowl LVII include the following:
- 200,000+ passengers through Sky Harbor Airport the Monday after Super Bowl, the single busiest day in the airport’s history
- 250,000+ passengers on Valley Metro light rail February 4-5 & 9-12
- 9,100+ rental cars during Super Bowl week
- Nearly 25,000 in attendance at the first-ever NFL-sanctioned Official Super Bowl Watch Party
- 220+ Super Bowl events around Arizona, including the first-ever 5K9 Fun Run presented by PetSmart
- 300,000 fans in Downtown Phoenix attended Super Bowl events Feb 4-5 & 9-12
- 34,600 people visited the Historic Old Town ESPN Main Street Tailgate in Scottsdale
- 100,000 fans in Glendale
- 1.1M+ visitors to azsuperbowl.com
- 5,000+ TEAM AZ volunteers
- 92.6% waste diverted from the landfill in Downtown Phoenix footprint
- 7,849 pounds of trash removed from the Salt River, the largest NFL Green cleanup to date
- 500+ low-water use trees, plants & shrubs planted around Arizona
About the L. William Seidman Research Institute Survey and Methodology
The gross economic impact is defined as the direct amount of spending by visitors and organizations arriving from outside the state to participate in or create events directly related to the Super Bowl, as well as the indirect and induced impacts of those expenditures, often described as ‘ripple effects,’ and estimated using an IMPLAN model. Measures of total economic impact include gross output, state gross domestic product, employment and labor income.
IMPLAN is widely used for economic assessment throughout the U.S., including impact analyses commissioned by the Arizona Commerce Authority. It is a commercially licensed linear input-output model based on local, regional and state multiplier models. Resident and local business spending was not included.
To gather data about spending and duration of stay from visitors, on-site surveys were conducted at events around the Valley by teams of trained individuals from the W.P. Carey School of Business. Data was collected from out-of-town visitors who stated the main reason for their visit to the Phoenix Metropolitan area was for the Super Bowl and/or associated events. The data was collected across multiple days at multiple sites to sample diverse socio-economic and demographic groups.
About the Arizona Super Bowl Host Committee
The Arizona Super Bowl Host Committee is a nonprofit organization responsible for planning and executing a successful Super Bowl LVII in 2023. The Host Committee worked to galvanize local stakeholders in a united approach to hosting the largest single-day sporting event in the world by maximizing positive media exposure, fueling the economic engine of Arizona, and leaving a lasting legacy in the community. The Host Committee served as liaison between the NFL and all regional efforts, culminating with the game in 2023 at State Farm Stadium, home to the Arizona Cardinals. This was the fourth time Arizona hosted the Super Bowl, following 1996, 2008 and 2015. Only four other sites (South Florida, New Orleans, Los Angeles, and Tampa Bay) hold this distinction. For more information, visit azsuperbowl.com or follow @AZSuperBowl on Twitter, Instagram and Facebook.
