It’s just over a year away but preparations are underway for Super Bowl LVII. The game will be played on Feb. 12, 2023 in Glendale and it’s likely that the fourth Super Bowl played in Arizona will give the Valley economy a big boost.
According to an economic impact study done by the W.P Carey School of Business at Arizona State University, the total revenue generated from the last Super Bowl played in Arizona in 2015 was $719.4 million.
The study looked at the gross economic impact of not only the game but all of the related activities surrounding the Super Bowl, said Michael Mokwa, the Pat Tillman Foundation Distinguished Professor of Leadership and Marketing at the Carey School.
“We focus more on the people, the background and peoples behavioral participation in sporting events,” Mokwa said about conducting the gross impact studies.
He said there haven’t been any studies yet about what to expect from the next Super Bowl, but he expects to begin analyzing the data closer to 2023.
“The selection of the date for Super Bowl LVII means we are getting closer to the event all of Arizona is anticipating,” David Rousseau, Chairman of the Arizona Super Bowl Host Committee, said in a statement. “The exposure and economic impact it brings to our region is unmatched and so is the level of community support required to execute such a massive undertaking.”
Ray Artigue, whose firm Artigue Advisors provides strategic planning and marketing to companies in the Valley said there aren’t significant gains year after year when it comes to revenue generated by a Super Bowl, calling such gains incremental, but he said there is no sporting event that generates economic impact and just overall momentum like the Super Bowl.
“Nothing else compares,” Artigue said. “The Super Bowl is and probably always will be the granddaddy of all sporting events, certainly in this country.”
Marketing professionals say other championship series like the Stanley Cup, the NBA Finals, and the World Series all generate tremendous interest and revenue but none inject the hundreds of millions of dollars into a local economy in the way that a Super Bowl does.
Artigue also said it’s not only businesses that benefit from this mega event, but local charities and even cities receive benefits from all the revenue that a Super Bowl generates.
“The NFL does a pretty good job with their philanthropic programming that they bring to the cities where the Super Bowl is,” Artigue said.
The league brings out players and alumni players to participate in these events.
“They typically try to build infrastructure that remains long after the game is played,” Artigue said. “Whether it’s a playground or sometimes they’ll work with Habitat for Humanity and they’ll build homes.”
Artigue adds, Pheonix always benefits from having a Super Bowl played in the Valley.
“It’s a gigantic promotional opportunity for the destination and a great way to show off the Valley of the Sun,” Artigue said.