LOUISVILLE, Ky. (WDRB) -- University of Louisville Athletics is driving the local and state economy, generating an estimated $1.28 billion each year, according to a new study.
The report highlights the program’s influence through game-day spending, local events, media exposure, and revenue from sponsorships, bowl games, and NCAA distributions.
Over three years, Louisville Athletics contributed a total of $3.84 billion to the regional economy.
"Louisville Athletics operates as one of the region’s most reliable economic engines," said Russell Wright, managing director of Collegiate Consulting. "The study shows how the program supports local businesses, strengthens hospitality and tourism, raises the university’s national profile, and contributes to long-term statewide growth."
Josh Heird, vice president and director of athletics at the University of Louisville, emphasized the broader significance of the findings.
"Supporting our programs is more than cheering on our teams; it’s an investment in our student-athletes, our fans, and the community we all share." Heird said.
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