A new set of studies totaling the impact of the 2026 NFL Draft in Pittsburgh claims the event was worth more than $1.5 billion in economic value for the city.
The report released Monday by VisitPittsburgh said the draft strengthened the Steel City’s brand well beyond what paid advertising could have achieved, positioning Pittsburgh to attract future visitors, conventions, and business investment.
“The visibility, reputation and momentum generated over the past two years have fundamentally elevated how Pittsburgh is perceived around the world, creating opportunities that will benefit our tourism economy and our region for years to come,” said VisitPittsburgh CEO Jerad Bachar.
Using viewership numbers, advertising rates and proprietary algorithms, the firm Trajektory put the worth of Pittsburgh’s global exposure from the time the draft location was announced through the 3-day event at $1.41 billion for the publicity value alone. The draft generated 8.6 billion broadcast impressions and attracted 55 million viewers worldwide, the report said.
Pittsburgh’s draft was also the most viewed on social media, generating more than twice the impressions and followers of any previous draft host.
“Pittsburgh set a new standard for the NFL Draft, delivering a record-breaking event that surpassed expectations for fans, prospects, partners and the broader football community,” said Peter O’Reilly, NFL executive vice president of club business, international and league events.
The impact of real spending during the event was much smaller.
The company Sportsimpacts found $177 million in economic impact across the region, driven by visitor spending, overnight stays and related activity.
In comparison, VisitPittsburgh found the impact of Taylor Swift’s Eras Tour stop in Pittsburgh generated $46 million in direct spending.
According to the report, 83% of draft visitors surveyed said they were very satisfied with their trip and three-quarters of people said they are likely to come back to Pittsburgh in the next five years.
Allegheny County Executive Sara Innamorato said the benefits of the draft will continue to be felt for years.
“Hosting the NFL Draft was an investment in Allegheny County’s future. It supported local businesses, showcased our neighborhoods and hospitality and demonstrated that our region can deliver events of global significance,” Innamorato said.
While much of the activity and spending was limited to the draft footprint, the report noted that 164 local businesses participated in the event, drawing $17.7 million in direct spending.
It also marked that $1 million was raised during the event to fight hunger in Western Pennsylvania, and that 59,720 pounds of food were rescued and diverted to nonprofits.