HONOLULU — The University of Hawai‘i at Mānoa athletics program generated nearly $753 million in economic activity over four years, according to a newly released study highlighting the department’s contributions to local businesses, employment, tourism and statewide exposure.

Conducted by Collegiate Consulting, the study estimates $752.88 million in total economic impact from fiscal years 2023 through 2026, averaging approximately $188.22 million annually. The report also estimates that UH Athletics generated $1.73 billion in media exposure and advertising value over approximately three and a half years.

The findings were presented Thursday during a press conference featuring Governor Josh Green, UH Athletics Director Matt Elliott, Honolulu Mayor Rick Blangiardi and leaders from Hawai‘i’s business and tourism industries.

“I see UH Athletics as a critical investment in Hawaii’s people,” Green said. “It’s our economy and our future that we’re talking about.”

AT A GLANCE: UH ATHLETICS ECONOMIC IMPACT

• $752.9 million in estimated total economic impact over four years (FY2023–FY2026), averaging $188.2 million annually.
• $351.3 million generated through game-day activity, athletic events, camps and other events held at UH facilities.
• 1,242 jobs supported by athletics-related economic activity in fiscal year 2025, including jobs in hospitality, transportation and other industries.
• $1.73 billion in media exposure value through television, streaming, radio, online news and social media. This is estimated advertising value, not actual revenue.
• $184.9 million in economic activity associated with athletics staff and student-athletes, plus $70.3 million from facility construction.
• The bigger picture: State and university leaders say the findings strengthen the case for continued investment in UH Athletics, although the study does not establish a direct financial return to taxpayers.

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Breaking Down the Economic Impact

The study examined spending and economic activity associated with UH athletic competitions, visiting teams, employees, student-athletes, facilities and other events.

Its four major categories included:

• $351.27 million from game-day spending, athletic events, camps and other activities hosted at UH facilities.

• $184.94 million in economic activity associated with athletics employees and student-athletes.

• $146.35 million in athletics-generated revenue.

• $70.32 million from athletic facility construction.

The report also estimates that UH Athletics-related activity supported 1,242 jobs in fiscal year 2025, including employment associated with hospitality, transportation, construction and other industries benefiting from athletic events.

For example, visiting teams and their supporters contribute to Hawai‘i’s economy through hotel stays, dining, transportation and retail spending, while local fans support businesses surrounding athletic venues.

“When the Rainbow Warriors and Rainbow Wahine take the field, it’s more than just a game,” said Outrigger Hospitality Group President and CEO Jeff Wagner. “That activity creates real economic opportunity for our community.”

Wagner emphasized that a single weekend tournament can generate meaningful business for hotels, restaurants and other service providers.

Hawai‘i Gov. Josh Green discusses the University of Hawai‘i Athletics Economic Impact Report during a press conference on October 29, 2026. The study estimates that UH Athletics generated nearly $753 million in economic activity over four years, from 2023 through 2026. (Photo courtesy of the Office of Governor Josh Green)

Understanding the $1.73 Billion Media Value

Beyond direct economic activity, the study estimates that UH Athletics generated $1.73 billion in advertising value equivalency through national and local television broadcasts, streaming, radio, online news coverage and social media.

Unlike the economic impact figure, this amount does not represent actual revenue or money spent in Hawai‘i. Instead, it estimates the promotional value of the exposure UH receives through athletics-related media coverage.

Nationally televised football games, postseason appearances and championship competitions provide opportunities to showcase the university and Hawai‘i to audiences across the country.

The report’s economic impact calculations also account for the multiplier effect, which estimates how spending circulates through the economy. For example, money spent at a restaurant can support employee wages, purchases from suppliers and additional local spending.

The analysis includes three years of complete data and partial data for fiscal year 2025–26, with estimates used where necessary.

The University of Hawai‘i football team faced California in the 2025 Hawai‘i Bowl, which averaged 2.7 million viewers nationwide on ESPN, making it the most-watched Hawai‘i Bowl since 2013. The national broadcast contributed to the university’s overall media exposure and promotional value.
(Photo Credit: Michael Lasquero, HSRN)

Making the Case for Continued Investment

The findings arrive as college athletics undergoes significant financial changes, including conference realignment, new revenue opportunities and increased investment in student-athlete compensation.

Elliott said UH Athletics currently spends approximately $65 million annually, with additional capital improvement expenditures of roughly $10 million.

He described the department’s estimated annual economic contribution of more than $188 million as an important figure for understanding its broader value to the state.

“These dollars are coming in so many different ways,” Elliott said, pointing to ticket sales, multimedia rights, visitor spending, employee and student-athlete expenditures, and infrastructure improvements.

University of Hawai‘i Athletics Director Matt Elliott discusses the department’s economic contributions during an October 29, 2026, press conference. Elliott highlighted findings from a new study estimating that UH Athletics generates approximately $188 million in annual economic activity across the state. (Photo courtesy of the Office of Governor Josh Green)

Green also expressed support for exploring additional investment in UH Athletics, including potential legislative assistance for name, image and likeness (NIL) opportunities.

“We can’t fall far behind. If we do, we’ll never catch up,” Green said.

Elliott identified conference realignment, new revenue streams and NIL investment as three major areas UH must address to remain competitive, particularly following its transition to full Mountain West Conference membership.

However, the study does not establish whether the program generates more state tax revenue than it receives in public funding. It also does not separately quantify how much economic activity represents entirely new spending that would not otherwise have occurred in Hawai‘i.

Those distinctions are important: economic impact is not the same as profit or a direct financial return to taxpayers.

Still, university and state leaders believe the findings provide a stronger foundation for future discussions about athletics funding and the department’s role in Hawai‘i.

Blangiardi, a former UH football player, coach and broadcaster, emphasized the program’s significance beyond the financial numbers.

“When the teams win, it’s not just the team winning, it’s Hawaii winning,” Blangiardi said.

The press conference also opened with a moment of silence honoring legendary former UH football coach June Jones, who died earlier Thursday.

For Elliott, the report represents another opportunity to demonstrate the value of a program that serves approximately 500 student-athletes across 21 NCAA Division I teams — and whose influence extends well beyond the playing field.

Photos courtesy of the Office of Governor Josh Green

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