Women's Final Four generated $71.5M in economic impact, per ASU study
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The 2026 Women's Final Four logo in Phoenix. Photo: Jeremy Duda/Axios
The 2026 NCAA Women's Final Four, which Phoenix hosted for the first time earlier this year, generated $71.5 million in economic impact, according to a study released Wednesday.
Why it matters: The analysis attempts to quantify the value brought to the city and state by hosting such marquee sports events.
By the numbers: The study on the Final Four, which was held at Mortgage Matchup Center in downtown and won by UCLA, was performed by Arizona State University's Seidman Research Institute.
- In addition to the overall economic impact, the study found the Final Four added $42.2 million to Arizona's GDP, contributed $24 million to labor income in the state and generated $4 million in tax revenue.
- The study estimated that more than 27,000 out-of-state travelers visited for the event, and Arizona Office of Tourism director Alix Skelpsa Ridgway says the Final Four produced an additional $9 million in spending on hotel and lodging.
Yes, but: While expressing their happiness with the results, city and state officials claim it's hard to make comparisons.
- The economic impact of the women's event is dwarfed by the $429 million generated from the Men's Final Four the year prior, though that historically bigger event was held at a much larger venue, State Farm Stadium.
- It's also less than half the $149 million in impact forecasted immediately after the Women's Final Four by economic assessment software company Implan, which was not involved in ASU's study.
What they're saying: "This was the most in-depth economic analysis that has ever been done on a Women's Final Four," says Phoenix Mayor Kate Gallego, but that also means there weren't comparable baselines to measure against.
What's next: On Tuesday, Phoenix was named one of seven finalists to host the event again sometime between 2032 and 2036.
- Phoenix is also hosting the NBA All-Star Game next year, and it's supporting a bid by the state to host games for the 2031 Men's Rugby World Cup.