86th Goodyear Cotton Bowl Classic Generates Nearly $100 Million in Economic Impact for North Texas Community
By Cotton Bowl Classic Communications
Posted on June 30, 2022, June 30, 2022

AT&T stadium with fireworks

The 2021 College Football Playoff Semifinal at the 86th Goodyear Cotton Bowl Classic between top-ranked Alabama and fourth-ranked Cincinnati produced many winners on New Year's Eve.

The Cotton Bowl Athletic Association, in partnership with the Arlington Convention and Visitors Bureau and Highland Market Research, LLC, unveiled the results of an economic impact study that determined the 86th Classic generated nearly $100 million in total economic impact ($54 million in direct, $45 million in indirect) for the North Texas region. The Classic's direct economic impact has nearly doubled since the game moved to AT&T Stadium in 2010.

The updated figures solidify the Goodyear Cotton Bowl Classic as one of the top annual events in North Texas in terms of economic impact. The game brings in fans from around the country and fills up hotel rooms and restaurants across the region at a time of year when tourism slows during the holidays. The Classic's primary hospitality partners include the Gaylord Texan in Grapevine, the Omni Dallas and Hilton Anatole in Dallas and Texas Live! in Arlington.

"We felt it was important to update the figures and study the Classic's current economic impact," said CBAA Chairman Dave Brown. "The numbers speak for themselves and really show what our game means to our community. We couldn't generate this type of impact without the unwavering support of the City of Arlington, Arlington Convention and Visitors Bureau and AT&T Stadium."

The estimated $53,914,706 in direct expenditures from visiting fans resulted in $4,106,840 in taxes for the state of Texas. The economic impact analysis utilized spending projections, in part, based on a blend of surveys comparing the Classic to other premier championship events in North Texas.

"The Goodyear Cotton Bowl Classic has such a rich history and we recognize the immense importance and value of this event in Arlington and across North Texas," said Arlington Convention and Visitors Bureau President/Chief Executive Officer Brent DeRaad. "We are proud to partner with the Classic to showcase one of the best bowl games in college football."

More than 76,000 fans piled into AT&T Stadium on Dec. 31, 2021, to see the Crimson Tide topple the Bearcats 27-6 and earn a trip to the 2022 CFP National Championship. The ESPN broadcast of the Classic's 86th renewal generated 16.6 million viewers, while the ESPN Radio broadcast was carried across more than 200 stations nationally.

The 87th Goodyear Cotton Bowl Classic is set for Monday, Jan. 2, 2023, at Noon CT on ESPN and ESPN Radio. Tickets for go on sale for the general public on September 1. CLICK HERE to join the waitlist to receive information on how to purchase tickets.

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