Wednesday, August 17, 2022 Aug 17, 2022
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How Much Money Will Super Bowl XLV Bring?

By Jason Heid |

I was a little confused in reading today’s Dallas Morning News story wherein Super Bowl XLV Host Committee CEO Bill Lively says the North Texas game will have a record impact, but declined to give a figure.

Lively gave us a figure just a few weeks ago: About $500 million.

Granted, the host committee hasn’t yet released any findings of the official economic impact study that it commissioned. So Lively’s number is probably just him doing what he needs to do at this point:  boost expectations. He’s optimistic that North Texas will come in higher than the record take for Arizona in 2008.

Of course some sports economists cast doubt on any estimates in the hundreds of millions of dollars.