The Super Bowl Effect: Can the Experience Be Recreated?

The sports industry is undergoing a major shift, driven by changes in consumer behaviour and the growing demand for entertainment experiences. Fans expect more than just a game, from halftime shows to interactive media, fans seek a blend between sports and entertainment. Major events related to the sports industry drive massive economic activity and the Super Bowl exemplifies this by being a phenomenon that illustrates how sports have evolved into a global business.

The Super Bowl is the perfect example of what the Economists B. Joseph Pine II and James H. Gilmore called the “experience economy”. Both defend that experiences are the next logical step in economic progression. Businesses must create value not only by selling goods or services, but by creating memorable experiences for costumers, who increasingly pay for engagement, emotion and participation rather than just the product itself. Advertising slots selling for over seven million dollars per 30 seconds, multimillion-dollar halftime performances and massive social media activity surrounds the event. All these elements, show that the true economic value of the Super Bowl lies not only in the game itself, but in the engagement and shared experience worldwide.

Hosting the Super Bowl is more than a sports event for the city, it brings a major boost to the local economy. The 2025 Super Bowl in New Orleans, according to a study from Louisiana State University, generated 1.25 billion dollars in total economic activity statewide, more than double the impact of the event in 2013 (also hosted in New Orleans), ranking as the second most financially significant Super Bowl ever. The event supported nearly 9,800 local jobs, generated 395 million dollars in wages for Louisiana workers and brought in 658 million dollars in spending from visitors and vendors. In the long-term, the event reinforces national economic activity by sustaining industries connected to sports, media and entertainment, demonstrating how a single event can create economic effects that extend far beyond the immediate event.

The sports industry evolved into a major sector for the global economy, having in 2014 an estimated value of 600 to 700 billion dollars, which accounted for approximately 1% of global GDP, according to data from KPMG. Major sports events such as the Olympics or the FIFA World Cup, also produce significant increases in consumption, travel and investments. However, these sports event have a different business model behind them, requiring public spending and infrastructure developments.  The Super Bowl uses existing stadiums and most of its costs are covered by private investments from the NFL, sponsors and media companies. Even though, we are comparing events of different scales, the model used by the Super Bowl makes it highly efficient, enabling it to generate huge revenues offering a financially sustainable, media-driven and self-sufficient event. 

Adapting this model internationally is plausible in countries with strong media infrastructure and consumer engagement, though culture, sport popularity and logistical capacity may constrain direct replication. Expanding such an event to another country would also face the challenge of fan concentration and private investment. While countries can increase funding to create large-scale sports events, the visibility rarely compares to what the Super Bowl achieves in the US. Even within the same country, events like the NBA Finals, while massively popular, don't generate the same global attention or integrate entertainment in such a fascinating way. 

Events of this scale depend heavily on the broader economic environment. They require strong consumer spending to fill stadiums and drive merchandise and ticket sales, a solid labour market to provide the workforce and support the required infrastructures and developed industries that can handle the enormous promotional, logistical and technical demands of such an event. The Super Bowl succeeds because all these factors align, creating an environment that supports not just the game itself, but the enormous cultural and economic impact surrounding it. Without this combination of macroeconomic conditions, events of this type would struggle to reach the same level of visibility, engagement and financial significance.

The Super Bowl may be America’s greatest show, but as the world evolves, who will host the next event that defines a generation?