Hosting the Super Bowl is one of the most impactful economic events a city in the United States can experience. The influx of visitors, media coverage, and corporate activity creates a ripple effect that benefits hotels, restaurants, transportation systems, retail shops and more. For many cities, the Super Bowl provides both a short-term surge in revenue and long-term gains in tourism and business reputation. Whether fans are tuning in for the big game or monitoring DraftKings rushing props betting at the Super Bowl, the event is much more than a single day of football. It is a major economic driver with measurable impacts on the local economy.
Visitor Spending and Tourism
One of the most immediate benefits of hosting the Super Bowl is visitor spending. Thousands of fans travel to the host city for events that span multiple days. In addition to the game itself, there are fan festivals, concerts, sponsor events, corporate gatherings, and NFL Experience attractions that draw crowds. A significant percentage of attendees arrive several days early and stay after the game, extending their contributions to local businesses.
For example, Super Bowl LVI, held in Inglewood, California in 2022, was estimated to generate more than $300 million in direct spending by visitors, including spending on hotels, food and beverage, transportation, and entertainment. Major events like fan concourses, concerts, and NFL Youth Football clinics extend the economic benefits beyond just ticket holders.
Hotels often reach near full capacity during the Super Bowl week. According to tourism boards in host cities, average daily hotel rates can increase by 200 percent or more compared with typical rates for that week. Visitors expect premium prices for premium demand, and hotels adjust accordingly.
Increased Revenue for Restaurants and Bars
Restaurants and bars benefit greatly during Super Bowl week. Attendees spend on meals, celebrations, and social gatherings, often choosing local favorites and high-end dining. Even guests who do not attend the game often come to city centers for parties, official watch events, and promotional nights.
Spending patterns can vary by location, but cities hosting the Super Bowl often see tens of millions of dollars in food and beverage revenue alone. In some cases, local establishments report record-breaking weekly sales. This surge helps support local workers and may create temporary jobs to handle increased demand.
Many restaurants and bars also host viewing parties, sponsored events, and special menus tied to the week’s festivities. This allows businesses to increase their visibility and create unique experiences that can attract new customers even after the game.
Transportation and Local Services
Super Bowl visitors use transportation systems extensively. Airports see increased passenger volume, rideshare services report dramatically higher demand, and public transit systems handle increased ridership. Parking facilities also benefit from higher usage.
Cities often invest in infrastructure improvements ahead of the Super Bowl to ensure smooth transportation for visitors. Those investments can have long-lasting benefits. Upgrades to roads, transit stations, and signage made in preparation for the event can improve daily commuting and future tourism long after the final whistle.
Rental car companies, taxis, limousines and shuttle services all record higher usage. Beyond transportation, local services like retail stores, convenience shops and event vendors see increased foot traffic throughout the week. Many of these sectors benefit from cross-traffic generated by fan events, parades, and related festivities.
Corporate Sponsorships and Media Exposure
Super Bowl host cities receive global media attention. Major television networks, digital platforms, and print media highlight the host city’s landmarks, culture, and businesses throughout the week. This exposure is valuable advertising for the city as a destination for tourism and business.
Corporate sponsors also invest heavily in Super Bowl events. Sponsor pavilions, branded zones, and promotional activations bring additional spending into the local economy. These sponsorships often involve temporary employment opportunities and local partnerships for service staffing, logistics, and event production.
During Super Bowl week, conferences, business meetings, and corporate gatherings increase as companies align their own events with the national spotlight. This corporate travel surge can have ongoing benefits for local convention centers and business districts.
Long-Term Tourism Benefits
In addition to short-term spending, host cities often see a long-term lift in tourism following a Super Bowl. The media coverage showcases the city to millions of viewers, many of whom may plan to visit in the future. Cities can capitalize on this exposure by promoting tourism campaigns, offering post-Super Bowl packages, and highlighting the city’s attractions.
Data collected after Super Bowl events often shows increased interest in travel to the host city in the months that follow. Search engine queries, travel booking data, and hotel reservations can all spike as fans plan future vacations. A good Super Bowl experience from a fan perspective can translate into word of mouth and positive reviews that benefit the city’s reputation.
Job Creation and Local Spending
A large-scale event like the Super Bowl naturally requires significant staffing. Temporary jobs emerge in hospitality, security, transportation, event coordination, and production. While many of these jobs are short-term, they still provide meaningful income for local workers.
In addition, the event encourages local governments to spend on infrastructure, beautification projects, and public facilities. Although these expenditures draw from municipal budgets, they often include improvements that last far beyond the game. Roads are repaved, parks are enhanced, and public spaces are refreshed in preparation for global attention.
Economic Impact Studies
Independent economic studies help quantify the impact of hosting a Super Bowl. For example, an economic impact study can include factors such as:
- Direct Visitor Spending: Money spent by attendees on hotels, food, transportation and entertainment.
- Indirect Spending: Money spent by local businesses as they restock and service increased demand.
- Induced Impact: Local workers spending their earnings on goods and services in the community.
- Tax Revenue: Increased sales tax, hotel tax, and other local levies tied to spending during the event.
Studies of past Super Bowls consistently show significant positive impacts, with total economic activity often exceeding $300 million and sometimes approaching $600 million depending on local conditions and visitor volume.
Challenges and Considerations
Hosting the Super Bowl also comes with costs. Cities must invest in security, infrastructure improvements, logistics planning and crowd management. These investments can strain local budgets if not planned carefully. However, many cities partner with private entities and regional tourism boards to share costs and maximize benefits.
Some residents express concern about traffic congestion, price increases during the week, and limited access to local venues. Effective planning and communication can mitigate these challenges, ensuring residents also experience benefits from the event.
Hosting the Super Bowl is a major economic opportunity for any U.S. city. From immediate spending by visitors to long term tourism growth, the event injects revenue into multiple sectors of the local economy. Hotels, restaurants, transportation systems, and retail all benefit, while global media exposure enhances the host city’s profile.
Although there are costs and logistical considerations, the economic benefits, when managed well, can leave a lasting legacy that advantages both residents and future visitors alike. Whether measured in hotel bookings, restaurant revenue, or national branding value, the Super Bowl remains one of the most impactful economic events a city can host.
