Back to Articles

Allstate Sugar Bowl Continues to Generate Millions for City and State

Sunday, March 7, 2010

The Allstate Sugar Bowl had a total impact of $137.28 million on the New Orleans and Louisiana economies through all of its activities for 2009, including the 2010 Allstate Sugar Bowl Football Classic held on Jan. 1, according to a study completed by Dr. Timothy Ryan of the University of New Orleans.

Over the last seven years, the Allstate Sugar Bowl has generated $1.3 billion of economic impact. The next Sugar Bowl Football Classic will be played on Jan. 4, 2011, and in 2012, the organization will host both the Sugar Bowl and the BCS Championship game. In 2008 with this "double-hosting" scenario, the city and state realized an economic impact of over $400 million.

Attendance at the 2010 Allstate Sugar Bowl football game between the University of Florida and the University of Cincinnati was 65,207. According to a survey conducted by Dr. Ryan, 69.2% of those attendees came from outside the New Orleans area and the average length of stay of the visitors was 2.61 nights. The average Allstate Sugar Bowl football game visitor spent $454.70 per day or $1,188.43 in total during their trip to New Orleans.

The total economic impact of the Allstate Sugar Bowl is the sum of the impacts of the football game plus the impacts of the other events held throughout the year by the Sugar Bowl organization. Considering all aspects, in 2009 the Allstate Sugar Bowl generated direct spending of $73.74 million in the New Orleans area economy. That direct spending produced secondary spending $63.54 million in secondary spending for a total economic impact of $137.28 million.

In addition, the activities of the Allstate Sugar Bowl generated $8.34 million of state and local tax revenue. In total, the state of Louisiana received $5.12 million in tax revenue from the economic activity produced by the Allstate Sugar Bowl in 2009-10. In addition to state taxes, local governments in the New Orleans area received a total of $3.22 million in tax revenue.

The 2011 Allstate Sugar Bowl will be played on Tuesday, Jan. 4, 2011.