It’s still a little over a year away, but preparations for the Super Bowl LVII are underway. The game will be played in Glendale on February 12, 2023, and it is likely that the fourth Super Bowl in Arizona will give the Valley economy a big boost.
According to an economic impact study by the WP Carey School of Business at Arizona State University, the total revenue from the last Super Bowl, held in Arizona in 2015, was $ 719.4 million.
The study looked at not only the economic impact of the game, but all related activities around the Super Bowl, said Michael Mokwa, the Pat Tillman Foundation’s Distinguished Professor of Leadership and Marketing at Carey School.
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“We are focusing more on the people, the background and the behavioral participation of people in sporting events,” said Mokwa of the conduct of the gross impact studies.
He said there had been no studies of what to expect from the next Super Bowl, but he assumed that analysis of the data would begin closer to 2023.
“Choosing the date for Super Bowl LVII means we’re getting closer to the event that awaits all of Arizona,” 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, as is the level of community support that is required to carry out such a massive undertaking.”
Ray Artigue, whose firm Artigue Advisors does strategic planning and marketing for businesses in the Valley, said there are no significant gains year after year when it comes to Super Bowl revenues and calls such gains incremental, but he said it does don’t give a sporting event that creates economic impact and just general momentum like the Super Bowl.
“Nothing compares,” said Artigue. “The Super Bowl is and will probably always be the forefather of all sporting events, certainly in this country.”
Marketing experts 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 like a Super Bowl.
Artigue also said that not only will businesses benefit from this mega-event, but local charities and even cities will benefit from any revenue a Super Bowl generates.
“The NFL is doing a pretty good job with the philanthropic program they bring to the cities that host the Super Bowl,” Artigue said.
The league produces players and alumni players to participate in these events.
“They usually try to build an infrastructure that will last long after the game,” said Artigue. “Whether it’s a playground or they sometimes work with Habitat for Humanity and build houses.”
Artigue adds that Pheonix always benefits when a Super Bowl is played in the Valley.
“It’s a huge advertising opportunity for the destination and a great way to showcase the Valley of the Sun,” said Artigue.