2026 NFL Draft's Economic Impact On Pittsburgh Revealed In Studies

PITTSBURGH, PA — The 2026 NFL Draft held in Pittsburgh in April delivered $177 million in economic impact and more than $1.5 billion in economic value for the Pittsburgh region, according to two studies released Monday.

The analyses were conducted by the Sportsimpacts and Trajektory firms.

Subscribe

Sportsimpacts studied the three-day event's economic impact, visitor spending and destination perception. Trajektory quantified the economic value of Pittsburgh's global media exposure across broadcast, public relations, social media and in-venue activations from the time Pittsburgh was awarded the Draft through the event's conclusion.

According to regional tourism agency VisitPittsburgh, the two studies show that the draft delivered immediate and long-term economic returns while elevating Pittsburgh's reputation as a premier destination for tourism, conventions, business investment, talent attraction and future major events.

"The NFL Draft created two extraordinary legacies for Pittsburgh," said Jerad Bachar, VisitPittsburgh president and CEO.

"The first was immediate—record visitation, economic activity and an unforgettable experience for hundreds of thousands of fans. The second is just beginning. 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."

The Sportsimpacts Study

In addition to determining the draft had a $177 million economic impact on the region, Sportsimpacts also measured how the Draft influenced perceptions of Pittsburgh as a travel destination:

• 83 percent of visitors reported being very satisfied with their trip
• 78 percent rated Pittsburgh as an excellent host city for large-scale events
• 51 percent said their perception of Pittsburgh improved because of their visit
• 75 percent of visitors said they were very likely to return to Pittsburgh within the next five years

"This report shows how investing in tourism and major events like the NFL Draft creates real opportunity and drives economic momentum.," Gov. Josh Shapiro said in a statement.

"We are going to continue to invest in Downtown Pittsburgh and ensure it remains a vibrant, prosperous, welcoming destination for residents, businesses, and visitors for years to come."

The Trajektory Study

Trajektory quantified the value of Pittsburgh's worldwide visibility generated during draft week and throughout the draft lifecycle.

Among Trajektory's findings:

In terms of global reach, the draft produced:

• 8.6 billion broadcast impressions
• 55+ million viewers worldwide
• 385 hours of national broadcast coverage
• 209 million in-venue impressions
• 55+ million combined social media engagements (earned and owned)

In terms of real value, the draft produced:

• $1.41 billion in PR publicity value Draft week alone
• $27 million in owned and earned social media value
• $4.74 million in direct in-venue value

Trajektory

• Pittsburgh generated more than twice the impressions and followers of any previous Draft host
• 69% higher social post value than the three-year host average
• The Pittsburgh Steelers recorded the highest Draft-week social engagement of any NFL club

According to Trajektory, the event provided Pittsburgh with a level of national and international exposure that could not have been replicated through paid advertising alone.

"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.