The 2026 NFL Draft generated $177 million in economic impact for the Pittsburgh region and more than $1.5 billion in economic value from global media exposure, according to two independent post-event analyses released Monday.
The studies, conducted by Sportsimpacts and Trajektory, examined different measures of the April 23–25 event. Sportsimpacts analyzed visitor spending, economic activity and perceptions of Pittsburgh as a destination, while Trajektory measured the value of the city’s exposure through broadcast television, public relations, social media, and in-venue media.
“The NFL Draft created two extraordinary legacies for Pittsburgh,” said Jerad Bachar, president and CEO of VisitPITTSBURGH. “The first was immediate — record visitation, economic activity, and an unforgettable experience for hundreds of thousands of fans.
“The second is just beginning,” Bachar added. “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 NFL Draft drew a record 805,000 fans to downtown Pittsburgh, the North Shore, and Point State Park, according to the league.
Sportsimpacts attributed $177 million in economic impact to visitor spending, overnight stays, and other activity associated with the Draft.
The study also examined whether attending the Draft affected visitors’ views of Pittsburgh, determining that 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, and 75 percent said they were very likely to return to Pittsburgh within five years.
“My administration was proud to work with VisitPITTSBURGH, the Steelers, and local elected officials to bring the NFL Draft to Pittsburgh — and together, we delivered a world-class event and showcased the city at its best to a record number of fans,” said Pennsylvania Gov. Josh Shapiro.
“This report shows how investing in tourism and major events like the NFL Draft creates real opportunity and drives economic momentum,” he said. “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.”
Sportsimpacts said Pittsburgh’s walkable downtown, hospitality industry, riverfront setting, and proximity to more than half a dozen NFL markets were among the region’s competitive advantages.
The study also cited the strength of the Pittsburgh Steelers, which it identified as one of the NFL’s top five brands.
Billion-dollar media value
The second analysis, by Trajektory, focused on the value of Pittsburgh’s exposure during Draft week and throughout the event’s lifecycle.
The firm reported 8.6 billion broadcast impressions, more than 55 million viewers worldwide, and 385 hours of national broadcast coverage.
The Draft also generated 209 million in-venue impressions and more than 55 million combined earned and owned social media engagements, according to the analysis.
Trajektory valued the Draft’s public relations exposure at $1.41 billion during Draft week alone, and placed the value of owned and earned social media exposure at $27 million and direct in-venue exposure at $4.74 million.
The analysis also found that Pittsburgh generated more than twice the impressions and followers of any previous Draft host and had social post value 69 percent higher than the three-year host average. The Pittsburgh Steelers recorded the highest Draft-week social engagement of any NFL club, according to Trajektory.
“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. “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.”
Trajektory also said that the exposure strengthened Pittsburgh’s national and international brand and positioned the region to pursue future visitors, conventions, sporting events, business investment, and talent.
Longer-term benefits
The studies’ findings also prompted regional officials to point to potential benefits beyond the immediate spending associated with the three-day event.
“Steelers Nation is known far and wide for their dedication, and the NFL Draft gave us the opportunity to share that passion — and our city — with the world,” Pittsburgh Steelers President Art Rooney II said. “The results reflect what happens when an entire community comes together around a common vision.”
Allegheny County Executive Sara Innamorato similarly pointed to local businesses and the region’s ability to host large-scale events.
“Hosting the NFL Draft was an investment in Allegheny County’s future,” said Innamorato. “It supported local businesses, showcased our neighborhoods and hospitality, and demonstrated that our region can deliver events of global significance. The benefits will continue to be felt for years to come.”
Pittsburgh Mayor Corey O’Connor said the event also expanded the city’s exposure to potential visitors and investors.
“The Draft was a defining moment for Pittsburgh on the world stage,” said the mayor. “It introduced our city to millions of people around the world, welcomed hundreds of thousands of visitors and created connections and opportunities for Pittsburgh that will extend far beyond Draft weekend.”
The 2026 NFL Draft was made possible through a partnership among the NFL, the Pittsburgh Steelers, VisitPITTSBURGH, SportsPITTSBURGH, the Commonwealth of Pennsylvania, Allegheny County, the City of Pittsburgh, and public, private, and community partners.