The Allstate Sugar Bowl in the Community

Since its inception eight decades ago, the Allstate Sugar Bowl’s primary mission has been to foster a positive economic climate for the city of New Orleans and the state of Louisiana; and the key to doing that has been by staging a nationally-recognized college football classic. All indications are that the Sugar Bowl has done a remarkable job of meeting that mission.

Annual studies conducted by economist Dr. Timothy R. Ryan show that the Sugar Bowl has grown to provide an annual economic impact of nearly $200 million; over the last decade the Sugar Bowl Committee has been responsible for an economic infusion valued at over $2.5 billion.

“The Sugar Bowl is a true monument to success, having withstood the test of time and circumstance to become part of the very fabric of New Orleans and Louisiana,” said Mitch Landrieu, the Mayor of New Orleans from 2010–2018. “The economic impact in the form of tourism spending and tax dollars generated is such a key asset to the entire region; and in addition, each year it brings the national spotlight to our city and state to showcase their virtues to an audience of millions. And the Sugar Bowl is not just a football game; it also aids the community with its support of different programs held throughout the year.”

In addition to those who actually visit New Orleans for the Sugar Bowl, many million more fans around the world watch the game each year on television, making it the only event to bring the city such tremendous attention on an annual basis. The 2015 Sugar Bowl was viewed by 28,271,000 viewers, making it the most watched cable television program in history at the time.

While the Allstate Sugar Bowl has outstanding tradition on the gridiron, the Sugar Bowl is much more than a football game.

The work of the Sugar Bowl’s volunteer membership is evident on a year-round basis in New Orleans and Louisiana. Throughout its history, the Bowl has conducted competitions at the youth, prep and intercollegiate levels in a wide-range of sports. All of these events have introduced New Orleans’ unique flavor of hospitality to competitors and fans from around the world.

In addition to hosting and sponsoring events, the Sugar Bowl is heavily involved with area organizations through scholarships and recognition programs. Over $125,000 is given out in scholarships by Sugar Bowl programs while athletes are recognized by the Sugar Bowl’s Greater New Orleans Sports Awards Committee and the Manning Award, which is also coordinated by the Sugar Bowl.

In addition to football, the Sugar Bowl Committee annually invests over $1.6 million into the community through the hosting and sponsorship of sporting events, awards and clinics. Through these efforts, the organization supports and honors thousands of student-athletes each year.

“The Sugar Bowl and New Orleans have combined to create one of the most storied traditions in American college sports. As the host to numerous Sugar Bowls, National Championship Games and Super Bowls, the Mercedes-Benz Superdome provides the ‘big event’ atmosphere that is enjoyed by our student-athletes and fans alike. With the advent of a New Year’s Night matchup of the SEC and the Big 12, we are excited to join the Sugar Bowl in writing a new chapter in the great history of sporting events in New Orleans.”
– Greg Sankey, Southeastern Conference Commissioner

“From the moment this game was announced, there has been tremendous excitement associated with the collaboration between these two conferences. Now Big 12 fans can look forward to a New Year’s tradition and coming to New Orleans to support their team. We are thrilled about our long-term association with our SEC colleagues and to be in partnership with the Allstate Sugar Bowl.”
– Bob Bowlsby, Big 12 Conference Commissioner

“The Sugar Bowl occupies a treasured place in the heart of college football’s culture. For generations, the bowl’s great leaders have created warm, cherished memories for thousands of students, coaches and staff. It’s a remarkable event in one of America’s unique cities. The tradition lives on!”
– Bill Hancock, Executive Director, College Football Playoff

“New Orleans is by far one of the most unique destinations in the country, and through major sporting events such as the Allstate Sugar Bowl, we are able to demonstrate this authentic experience to the sports traveler. Not only does this highly-anticipated bowl game offer a major economic boost for our city every New Year’s weekend, but it is a weekend filled with New Orleans-style celebrations enjoyed by locals and visitors alike. We thank all Sugar Bowl fans for choosing to spend their holiday weekend in New Orleans.”
– Stephen Perry, President and CEO of the New Orleans Convention & Visitors Bureau

“The Sugar Bowl needs to be saluted for its efforts as not only a national leader in intercollegiate football, but as a local advocate for outstanding young football players through its local NFF chapter. Its grassroots efforts have impacted the lives of numerous high school kids in the New Orleans area through recognition and scholarships, helping each of these future leaders get one step closer to their goals. We admire the aggressive way in which the Sugar Bowl promotes the promise of its native youth and highlights the value of football in their lives. Everything the Sugar Bowl does is first class, and we are proud to have them as part of our organization.”
– Steve Hatchell, National Football Foundation President & CEO

“The Sugar Bowl’s support of the Greater New Orleans Hall of Fame and Sports Awards Selection Committee enables the group to continue its public outreach and recognition of those who achieve in the athletic community. An action committee for roughly 50 years, the awards selection group focuses the spotlight on achievement by both the obvious and less-obvious, with an emphasis on amateur sports. Without Sugar Bowl support this effort and its community benefit would be jeopardized.”
– Will Peneguy, Chairman of the Greater New Orleans Sports Awards Selection Committee

“Since coming on board in 1996 as the sponsor, the Sugar Bowl has made it possible to transform what was once a modest local event into one of the premiere high school track & field meets in the country.  The Allstate Sugar Bowl Track & Field Classic has become a fixture on the schedule of many teams from throughout the South and continues to generate greater and greater interest nationwide.  I think that the Sugar Bowl Committee recognized some time ago that high school sports are vital to our community and they have made a financial commitment to student athletes who take part in those sports, providing them with opportunities to compete in first class events that most probably would not have otherwise.”
– Mike Corn, Meet Director of the Allstate Sugar Bowl Track & Field Classic

“We would like to thank the Sugar Bowl Committee for getting behind the badge and donating this SkyWatch Tower. It is tremendous asset used in many, many ways for special events such as Mardi Gras, Saints games, French Quarter coverage and Sugar Bowls, to name a few. We encourage others to follow the Sugar Bowl’s lead and get behind the badge.”
– Chief Warren J. Riley, Superintendent of Police, 2008

“The Allstate Sugar Bowl’s support of City Park and Tad Gormley Stadium has been essential in our recovery from Katrina. The money they have pledged to our organization has been used to upgrade locker rooms, rest rooms, electrical systems and many other things which have enabled us to continue to serve many of the high school football teams in this city at a high level.”
– Bob Becker, CEO of City Park, following the Sugar Bowl’s post-Katrina donation, 2006

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