Super Bowl 2024: Economic Impact, Spending & Advertising Records
The Seattle Seahawks and the New England Patriots are set to compete in the Super Bowl this Sunday at Levi’s Stadium in Santa Clara, California. The event is anticipated to energize fans in both cities and draw thousands of visitors to the San Francisco Bay Area, while those unable to travel are expected to participate through watch parties and increased spending on food and beverages nationwide.
A Local Economic Boost
The Super Bowl has historically provided a significant economic benefit to host cities. For the Bay Area, this game is part of a larger series of major sporting events – including the 2025 NBA All-Star Game and the 2026 FIFA World Cup – expected to stimulate the regional economy. A report commissioned by the Bay Area Host Committee forecasts that Sunday’s game alone could generate between $370 million and $630 million in economic output.
Last year’s Super Bowl in New Orleans, Louisiana, brought in 115,000 visitors who spent a total of $658 million. Bank of America estimates a 77 percent increase in spending in the vicinity of the stadium. Analysis of spending patterns from Super Bowl games between 2017 and 2025 indicates a surge in spending on game day, particularly for food and parking.
The Costs of Hosting
While hosting the Super Bowl offers economic opportunities, it also involves costs for cities. Santa Clara is projected to incur expenses of $6.3 million, covering personnel training and logistical needs. However, other cities have faced significantly higher costs; Atlanta spent an estimated $46 million when it hosted the game in 2019.
Consumer Spending and Rising Costs
Beyond the immediate impact on the host city, the Super Bowl drives significant consumer spending nationwide. The National Retail Federation anticipates a record $20.2 billion will be spent on the game, averaging $94.77 per person, with food accounting for 79 percent of that total. This represents a substantial increase from $13.9 billion in 2021.
Hosting a watch party at home is also becoming more expensive. Wells Fargo estimates it will cost approximately $140 per person to host 10 people, a slight increase from $138 last year. While chicken wing prices are down 2.8 percent, prices for healthier options are rising, with cherry tomatoes up 2 percent, celery up 2.6 percent, and broccoli and cauliflower up 4 percent. Beer prices have also increased by 1.3 percent.
Advertising Revenue Soars
The Super Bowl is a major event for advertising, with NBC selling out of advertising spots in September for a record average of $10 million for a 30-second spot – up from $8 million last year. NBC’s advertising revenue is further boosted by the Winter Olympics, which begin on Friday and run through February 22, as the network holds exclusive broadcasting rights for the Olympics in the US. Comcast’s stock has risen more than 4 percent in the past five days in anticipation of these events.
Frequently Asked Questions
What economic impact is expected from the Super Bowl in the Bay Area?
A report commissioned by the Bay Area Host Committee estimates that Sunday’s game could generate between $370 million and $630 million in economic output for the region.
How much did the Super Bowl cost Atlanta to host in 2019?
Hosting the Super Bowl in 2019 cost the city of Atlanta an estimated $46 million.
How much is the National Retail Federation expecting Americans to spend on the Super Bowl this year?
The National Retail Federation expects Americans to spend a record $20.2 billion, or $94.77 per person, on the Super Bowl.
As cities continue to vie for the opportunity to host the Super Bowl, it remains to be seen whether the long-term economic benefits will consistently outweigh the costs and whether the NFL’s influence on infrastructure investments will continue to shape urban development.