LOUISVILLE, Ky. (January 29, 2026) — A comprehensive economic impact study conducted by Collegiate Consulting confirms that University of Louisville Athletics serves as a powerful economic engine for the University, the City of Louisville, and the Commonwealth of Kentucky, generating $1.28 billion in annual economic impact.
The independent analysis evaluated three primary areas of impact: branding and media exposure, game-day and event-related economic activity, and the contributions of personnel and student-athletes. Using rigorous, industry-standard methodologies—including advertising value equivalency, RIMS II multipliers from the U.S. Bureau of Economic Analysis, and the MR-SAM economic impact model—the study analyzed data from FY2021 through FY2024, with a primary focus on the 2022-23 through 2024-25 academic years.
Over that three-year period, Louisville Athletics generated:
- $2.33 billion in branding and media exposure value
- $721.35 million in game-day and local event-related economic impact
- $1.23 billion in annual economic impact
The study also found that Louisville Athletics produced $474.72 million in direct revenue during the three-year span—an average of $158.23 million annually—through media rights, NCAA and ACC distributions, bowl game proceeds, sponsorships, licensing, and endowment income.
Taken together, the findings show a total economic impact of $3.84 billion over three years, reinforcing the department’s role as one of the region’s most consistent and far-reaching drivers of economic activity.
“Louisville Athletics operates as one of the region’s most reliable economic engines,” said Russell Wright, Managing Director of Collegiate Consulting. “This study clearly quantifies how the University’s athletics program supports local businesses, strengthens the hospitality and tourism economy, and contributes to sustained statewide growth.”
Josh Heird, Vice President and Director of Athletics at the University of Louisville, emphasized the broader significance of the findings. “These results underscore what our community experiences every day—that Louisville Athletics is deeply intertwined with the economic, cultural, and civic fabric of our city,” Heird said. “We take that responsibility seriously and remain committed to investing in excellence that benefits our student-athletes, our fans, and our city. Ultimately, the takeaway is clear: Supporting Louisville Athletics is ultimately an investment in this city and the community we proudly represent.”
About Collegiate Consulting
Founded in 2005, Collegiate Consulting has partnered with more than 750 universities, colleges, conferences, and associations nationwide. The firm specializes in strategic planning, feasibility studies, enrollment strategies, executive search, and athletics program valuations.