PwC Anticipates Super Bowl LIV to Generate Approximately $218 Million in Direct Spending for the South Florida area

According to PwC US, Super Bowl LIV is expected to generate approximately $218 million in direct spending throughout the South Florida area by the National Football League (NFL), businesses, visitors, and media.

What does our estimate for ‘direct spending’ include?

Our inputs include:

  • Area lodging
  • Transportation
  • Food and beverage
  • Entertainment
  • Business services
  • Other hospitality and tourism activities

Based on proprietary analysis characteristics:

  • Participating teams
  • Local market attributes
  • National economic conditions
  • Scheduled corporate and other ancillary events

As sports betting grows, a record 26 million American adults will wager an estimated $6.8 billion on Super Bowl LIV, according to the American Gaming Association.

“Miami is no stranger to the big game, as this will be South Florida’s 11th Super Bowl, breaking a tie with New Orleans for most games hosted. Since last hosting in 2010, Hard Rock Stadium underwent a $350 million transformation that included an open-air canopy installed over the main seating areas to provide weather protection and sun shade. Video boards were upgraded, the number of suites and clubs increased while overall capacity was reduced from 75,000 to 65,000. These types of upgrades have allowed Miami to return to the rotation of hosting Super Bowls and continue its rich history of hosting major sporting events, which includes the 2021 College Football Playoff National Championship.”

Mike Keenan,PwC Sports Practice Leader

“The Kansas City Chiefs are playing in their first Super Bowl in 50 years. We anticipate Chiefs Kingdom to descend into South Florida with or without a game ticket. While the 49ers were in the Super Bowl in 2013, this team is vastly different across players, coaches and front office. They have a unique storyline going 4-12 last year to the Super Bowl this year. Both teams have young quarterbacks that will drive national attention and fans to South Florida. All of these factor into our proprietary analysis.”

Mike Keenan,PwC Sports Practice Leader

“Miami, and the entire South Florida area, has a burgeoning economy and a diverse culture that continues to draw in business and visitors alike. The economic impact and exposure that accompanies the Super Bowl is significant and will continue to feed the growth and development we've been seeing here. The event has brought transformational opportunities to the market and as the game approaches, will attract new and repeat visitors to South Florida and the surrounding area that will undoubtedly provide benefits to the community for years to come.”

Crawford Pounds,Managing Partner for PwC’s Southeast Market
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