Officials estimate that Super Bowl LX brought about $500 million to the Bay Area, but some experts are skeptical of the figure. The event, held at Levi’s Stadium in Santa Clara, drew thousands of visitors who booked hotel rooms and patronized local businesses.
The topic is significant as cities weigh the benefits and costs of hosting major sporting events. While officials tout economic gains, questions remain about how much revenue stays in the region and whether all communities benefit equally.
Jed York, principal owner of the San Francisco 49ers, said last week, “We’ve done about $500 million of economic impact in the Bay Area. Over 100,000 room nights, countless events in the communities — we’ve donated close to $10 million back in the community just this week, and that’s a part of the lasting impact.” York cited a 2024 report by Boston Consulting Group for these estimates. The report projected an economic boost between $370 million and $630 million for the region and $16 million in tax revenue for local governments. The Bay Area Host Committee plans to release a follow-up report on actual impacts.
However, Roger Noll, professor emeritus of economics at Stanford University, said such estimates are often inflated. “I just find them almost a joke because they’re so non-serious,” Noll said. He noted that academic studies show estimates may overlook that much hotel and rental car revenue goes to national chains outside the region or fail to account for negative impacts like reduced business at restaurants during game day or spending by regular tourists being replaced by Super Bowl visitors.
According to host committee projections, San Francisco was expected to receive between $250 million and $440 million from Super Bowl-related activity compared to $100 million to $160 million for Santa Clara County. After Santa Clara hosted its first Super Bowl in 2016, a separate study found an economic impact totaling about $325 million in today’s dollars using more conservative methods.
Santa Clara Mayor Lisa Gillmor said she expects reimbursement estimates for city expenses related to hosting duties will increase due to higher law enforcement costs. “The party’s over, and we need to have our bills paid,” Gillmor said. Despite concerns over costs and reimbursements from organizers, Gillmor described Super Bowl week as successful for Santa Clara both economically and as an opportunity to promote the city globally.
