By the Numbers: The Draft’s Impact on Pittsburgh

PHOTO BY OLLIE GRATZINGER

Nearly six months after the 2026 NFL Draft took over parts of the Steel City, the final numbers are in: The event generated record attendance and garnered what officials are calling “unprecedented global exposure and lasting economic benefits” for the Pittsburgh region.

Two independent post-event analyses conducted by nationally recognized firms Sportsimpacts and Trajektory evaluated the economic impact and economic value for the region — two “distinct but complementary” measures for the Draft’s success.

Sportsimpacts analyzed the event’s economic impact, visitor spending and destination perception, while 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 conclusion of the event. 

Together, the studies demonstrate that the 2026 NFL Draft delivered immediate and long-term economic returns while also elevating Pittsburgh’s reputation as a premier destination for tourism, conventions, business investment, talent attraction and future major events, according to VisitPITTSBURGH.

“The NFL Draft created two extraordinary legacies for Pittsburgh,” Jerad Bachar, president and CEO of VisitPITTSBURGH, says in a statement. “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.”

According to Sportsimpacts, the 2026 NFL Draft generated $177 million in economic impact throughout the Pittsburgh region, fueled by record attendance, visitor spending, overnight stays and related economic activity.

The report attributed Pittsburgh’s exceptional performance to a combination of competitive advantages unique to the region, including its walkable downtown, nationally recognized hospitality industry, iconic riverfront setting, proximity to more than half a dozen NFL markets — including three of the nation’s largest metropolitan areas — and the enduring strength of the Pittsburgh Steelers, one of the NFL’s top five brands.

The report also measured how the Draft influenced perceptions of Pittsburgh as a travel destination:

• 83% of visitors reported being very satisfied with their trip
• 78% rated Pittsburgh as an excellent host city for large-scale events
• 51% said their perception of Pittsburgh improved because of their visit 
• 75% 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,” says Governor Josh Shapiro in a press release. “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.”

While Sportsimpacts measured the three-day event’s economic outcomes, Trajektory quantified the unprecedented value of Pittsburgh’s worldwide visibility generated during Draft week and throughout the event’s lifecycle. 

The firm analyzed five channels of exposure: broadcast television, public relations coverage, owned social media, earned social media and in-venue media exposure. 

The analysis concluded that the Draft significantly strengthened Pittsburgh’s national and international brand while positioning the region to attract future visitors, conventions, sporting events, business investment and talent. The study’s findings include: 

• Global Reach
  • 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)
• Real, Qualifiable Value
  • $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 

The study also determined that Pittsburgh’s event was the most socially viewed Draft in NFL history. The city generated more than twice the impressions and followers of any previous event host and boasted 69% higher social post value than the three-year host average. The Pittsburgh Steelers also 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 while expanding the city’s story beyond football by showcasing its neighborhoods, skyline, riverfronts, hospitality, culture and ability to successfully host world-class events like the NFL Draft.

“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,” Peter O’Reilly, NFL executive vice president of club business, international and league events, says in a statement. “Together with VisitPITTSBURGH, the Pittsburgh Steelers and civic leaders, we celebrated the future of the NFL while showcasing Pittsburgh’s energy and hospitality on the world stage.”