Published
February 06, 2024
From kickoff to the final whistle, it's all thanks to American businesses. Explore the incredible impact of businesses on the Super Bowl stage – delivering not just a game but an experience.
Fill me in: When the big game kicks off on February 11 in Las Vegas, countless businesses across the U.S. will be in high gear, delivering memorable fan experiences for millions of Americans all across the country.
- 77%: The percent of Americans the National Retail Federation (NRF) estimates will tune in to Super Bowl LVIII.
The NRF estimates that total spending by American consumers will reach about $17.3 billion, 80% of which will be dedicated to food and beverage. This is an increase of nearly $1 billion from 2023.
- $86.04: The average amount NRF estimates each household will spend on a variety of gameday essentials such as food and beverage, broadcasting costs, furniture, team apparel and accessories, and decorations.
The impact on Las Vegas and Clark County
The big game is always a boon for the local host region. Super Bowl LVIII will bring in an additional estimated 150,000 people to the city – on top of the 300,000 additional people who come to Las Vegas to watch the Super Bowl in any given year.
While the economic impacts of the game will take time to be fully realized in Las Vegas, the impact from Super Bowl LVII in Glendale, Arizona, shows what a region's business community gains by hosting the event:
- $1.3 billion: Total economic activity or gross output for Arizona.
- $91 million: Hotels saw a 90% occupancy rate and took in over $91 million in room revenue during Super Bowl weekend.
- 200,000: Passengers traveling through Sky Harbor International Airport the Monday after the Super Bowl, creating the single busiest day in the airport’s history.
The impact in communities across the country
The impact of the game reaches far beyond Las Vegas and Clark County. Across the country, local stores are selling fan gear, bars are working with distributors to plan beer sales, grocers are arranging eye-catching displays of chips and sodas, and restaurants are setting special menus for dine-in and take-out customers.
- According to the Beer Wholesalers Association, the Super Bowl drives beer sales about 20% above average nationally, and retailers in San Francisco and Kansas City can expect to see a 10-20% increase in beer sales as fans cheer on their teams.
- The National Restaurant Association estimates that 67% of Americans will watch the game from their homes, with 59% of those watching from home ordering take out for the game.
- FMI – The Food Industry Association tells the Chamber that in Nevada alone, the food industry represents 385,000 jobs, $20 billion in wages, and $9.7 billion in taxes.
What Americans consume: The National Restaurant Association tells the Chamber that wings, pizza, and salsa, dips, and spreads are top items this year for Super Bowl watch parties, compared to burgers and barbeque in years past.
- "It doesn’t matter if it is in Alaska or Las Vegas, the Super Bowl is going to be a major driver of revenue for an industry that is one of the least profitable but the most important for every community,” said Sean Kennedy, Executive Vice President, Public Affairs, National Restaurant Association.
- 11.2 million: The pounds of potato chips that will be consumed during the game
Why it matters: This all adds up to increased economic activity for local businesses and a top-notch experience for fans – whether tuning in to root for one of the competing teams, watching the halftime show, or being a part of the excitement.
Bottom line: The Super Bowl is a quintessentially American event, and it is brought to fans all across America by American business.
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About the authors
Rachel Ledbetter
Rachel Ledbetter is a senior manager for communications and strategy at the U.S. Chamber of Commerce.
