GREEN BAY, Wis. —The 2025 NFL Draft, held April 24-26 at Lambeau Field and Titletown in Green Bay, produced a $72.9 million economic impact for Brown County and $104.8 million for the broader region, according to a Sportsimpacts study released Wednesday by Experience Greater Green Bay Inc.
The three-day event drew significant national media attention and fostered fan excitement across Brown County and neighboring counties, including Outagamie, Shawano, Oconto, Kewaunee, Winnebago, Door, Manitowoc, Sheboygan, Fond du Lac, and Waupaca.
Sportsimpacts collected data from 2,057 on-site survey respondents and consulted with corporate executives from the NFL, ESPN, Discover Green Bay, Delaware North, and Legends to assess spending by non-local fans, event participants, and companies.
Using IMPLAN software, the study calculated direct, indirect, and induced economic impacts. For Brown County, non-local entities contributed $43.4 million in direct spending, resulting in a $72.9 million total impact, with $37.9 million retained as long-term value-added income, including $22.9 million in labor income, $1.8 million in county tax revenues, and $13.3 million in other property income.
Regionally, direct spending reached $63.2 million, yielding a $104.8 million total impact, with $55.8 million in value-added income, comprising $33.0 million in labor income, $2.7 million in regional tax revenues, and $20.1 million in property income.Fiscal impacts included $5.8 million for Brown County, with $2.4 million in county tax revenues and $3.4 million in state taxes, and $8.0 million regionally, with $3.4 million in regional taxes and $4.6 million in state taxes.
Direct sales and lodging taxes generated $955,782 for Brown County and $1.95 million regionally, representing 60% and 85% of their respective direct fiscal impacts.The survey provided insights into attendee travel and perceptions. Of attendees, 31% were from outside Wisconsin, and 24% paid for overnight lodging, with 29% staying in Brown County and 21% in Outagamie County.
Over 50% were Brown County residents or day-commuters, and 21.4% of non-local visitors stayed with family or friends, a record high in Sportsimpacts’ 25 years of research, reflecting a “homecoming” for Packers fans.
Among non-local attendees, 25% flew in, primarily through Milwaukee (35.1%), followed by Appleton, Green Bay, and Chicago O’Hare. Of those paying for lodging, 58% stayed in hotels, 37% used home shares like Airbnb or VRBO, and 4% stayed at campgrounds or RV parks.Fan feedback highlighted the event’s success.
Over 90% of all attendees and non-Wisconsin visitors rated the Lambeau/Titletown experience and Green Bay as a host city as “excellent” or “good.”
Among the 8% who attended prior drafts, 60% called the 2025 event the best draft experience, and 61% rated Green Bay among the top host cities, with 89% saying it outperformed previous host cities.
The event allowed local residents and businesses to showcase their community to visitors while celebrating with Packers and football fans. The full 46-page report, presented at the Discover Green Bay visitor center, details methodology and regional benefits.
Sportsimpacts’ study of the 2025 Green Bay NFL Draft assessed its economic impact, drawing on the firm’s experience with over 100 sports projects since 2000, including Super Bowls and major tournaments. Since Fall 2024, Sportsimpacts has advised the NFL on economic impact methodologies, applying these to provide a clear analysis of the draft’s economic effects on the region.
Previously at Dairyland Sentinel
