Women’s Final Four delivers $71.5 million economic impact for Arizona economy — title: “Women’s Final Four delivers $71.5 million economic impact for Arizona” url: “https://azbigmedia.com/business/sports/womens-final-four-delivers-71-5-million-economic-impact-for-arizona/” author: “Christina Fuoco-Karasinski”

Arizona’s first NCAA Women’s Final Four proved to be more than a showcase of elite basketball. It also generated a major economic win for the state.

The 2026 NCAA Women’s Final Four produced $71.5 million in economic impact and contributed $42.2 million to Arizona’s gross domestic product, according to a study conducted by ASU’s Seidman Research Institute.

Researchers found that approximately 27,330 out-of-state visitors traveled to Arizona for the event, staying an average of 4.08 nights and spending about $220.64 per person per day. The study measured only new dollars that entered Arizona because of the tournament.

“Major events like the Women’s Final Four are powerful drivers of tourism and economic growth,” said Arizona Gov. Katie Hobbs.

“Basketball is a global game, and this year’s tournament put Arizona in the international spotlight. Fans from near and far saw everything our state has to offer, and I’m sure many left already planning their next visit.”

The Valley hosted its first Women’s Final Four on April 3 and April 5 at the Mortgage Matchup Center in Phoenix. The tournament culminated with the UCLA Bruins capturing the program’s first national championship.

Beyond visitor spending, the event created the equivalent of 426 job years of employment and generated $24 million in labor income throughout Arizona. Researchers also estimated the tournament produced approximately $4 million in tax revenue, including $2.3 million for the state, $200,000 for Maricopa County and $1.5 million for local municipalities.

Phoenix Mayor Kate Gallego said the event brought significant energy and economic activity to Downtown and the rest of the Valley.

“Hosting our first Women’s Final Four was a slam dunk for Phoenix, as we transformed downtown into the center of the women’s basketball universe,” Gallego said.

“The influx of visitors boosted our local economy and energized businesses and cultural institutions across the city.”

The tournament’s reach extended well beyond Arizona. The three games attracted a combined worldwide television audience of 9.9 million viewers, while a record 1,280 credentialed media members generated extensive coverage of both the event and the state. Attendance for the three contests totaled 29,811 fans, including a sellout crowd of 15,856 for the championship matchup between UCLA and South Carolina.

“This was a community-powered effort, and we are grateful to the NCAA and every stakeholder who supported the first-ever Women’s Final Four in Arizona,” said Jay Parry, CEO of the Phoenix Final Four Local Organizing Committee.

“We are proud to further cement Arizona’s reputation as the nation’s top destination for mega sporting events.”

Fan engagement stretched throughout Downtown Phoenix. A record 35,036 people attended Four It All Fest, the free outdoor fan festival. Another 26,610 visitors toured Women’s Final Four Tourney Town at the Phoenix Convention Center, while 10,212 attended the free Super Saturday Concert featuring Grammy Award-winning artist Kehlani. The tournament’s annual Bounce event drew 3,000 youth participants, reaching capacity.

Organizers also highlighted the event’s community legacy. Through the Women’s Final Four Legacy Project, partners renovated the Washington Activity Center in Phoenix’s Alhambra Village with upgraded basketball courts, a literacy lounge, computer lab, an e-sports lounge and a new mural. The facility serves more than 18,000 residents annually.

Education initiatives left an impact as well. The Read to the Final Four program engaged 12,156 third-grade students from 191 schools across Arizona, who collectively logged more than 21.4 million minutes of reading.

For Arizona tourism leaders, the results further reinforce the state’s growing reputation as a destination for major sporting events.

“The 2026 Women’s Final Four was a testament to our destination’s ability to successfully host major events,” said Ron Price, president and CEO of Visit Phoenix.

“Tens of thousands of basketball fans had the opportunity to explore our local businesses and venues, showcasing our lively hospitality industry and driving economic growth throughout our local community.”