California is set to become the epicenter of global sports in the coming years, with a series of high-profile events expected to bring more than $18 billion in economic gains to the state. The upcoming Super Bowl LX in the Bay Area is forecasted to support around 5,000 jobs and attract an estimated 90,000 out-of-region visitors. Broadcast viewership could match or surpass the previous year’s record of 127.7 million, reinforcing the state’s reputation as a premier host for international spectacles.
Beyond the Super Bowl, California will continue to showcase its event-hosting capabilities through a packed sports calendar. Los Angeles will kick off 2026 with the NBA All-Star Weekend from February 13 to 15, an event anticipated to contribute at least $250 million to the regional economy. The festivities will include the All-Star Game, All-Star Saturday Night, and various community engagements highlighting the city’s vibrant culture.
Later that year, Sacramento will host the X Games from June 26 to 28 at Cal Expo. This televised extreme sports festival will feature elite competitions in skateboarding, BMX, and Moto X, drawing roughly 35,000 attendees daily. The event may establish a three-year partnership with the city, further boosting Sacramento’s profile as a destination for major national gatherings.
In 2026, the FIFA World Cup will be jointly hosted by the U.S., Canada, and Mexico, with California playing a key role by hosting 14 matches across Los Angeles and the Bay Area. The tournament is expected to generate over $1 billion in economic output. Specifically, the Bay Area could see $555 million in economic impact and 260,000 visiting spectators, while Los Angeles anticipates $594 million in benefits and 180,000 guests.
The following year, Super Bowl LXI will return to California, taking place at SoFi Stadium in Inglewood. Projections estimate a $477 million economic boost for the Los Angeles region from this single event.
Looking further ahead, the 2028 Olympic and Paralympic Games in Los Angeles are expected to deliver a multi-billion-dollar economic impact. Nearly 15 million spectators are projected to attend in person, with over 5 billion viewers worldwide. The games aim to leave a lasting legacy, including the creation of thousands of jobs and enhanced global visibility for the region as a top tourism hub. Additionally, LA28 has committed $160 million to youth sports programs—the largest such investment in California’s history.
California’s tourism sector continues to thrive, with travel spending rising from $152.7 billion in 2023 to $157.3 billion in 2024, a 3% increase. Over the past decade, tourism-related expenditures have grown at an average annual rate of 3%. In 2024 alone, visitor spending contributed $12.6 billion in state and local tax revenue, a 3.1% rise from the prior year. The industry also added 23,950 jobs, bringing total employment in the sector to 1,165,760.
— news from California State Portal | CA.gov
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California hosts Super Bowl LX and other upcoming events, setting gold standard for sports and bringing $18 billion+ in economic benefits
Welcoming thousands for Super Bowl LX n nAccording to a study by the Bay Area Host Committee, Super Bowl LX is expected to support approximately 5,000 jobs and attract a projected 90,000 visitors from outside the Bay Area this upcoming weekend. Hosting the championship game further elevates California and the Bay Area as a premier destination for major global events, with viewership projected to approach or exceed last year’s record-breaking Super Bowl audience of 127.7 million viewers. n nSuper Bowl LX is part of a broader lineup of major sporting events that reinforce California’s position on the global stage, driving sustained billions of dollars in economic activity, supporting local businesses and creating jobs across the state. n n🏀 2026 Los Angeles NBA All-Star Game n nFrom February 13 to 15, Los Angeles will host the NBA All-Star Weekend, the league’s annual mid-season showcase featuring its top athletes and a series of events, including the All-Star Game, All-Star Saturday Night and community activations throughout the region. n nThe weekend is projected to deliver at least $250 million in economic impact for the greater Los Angeles region n n🛹 2026 X Games in Sacramento n nSacramento will host the X Games League at Cal Expo from June 26–28, bringing significant economic benefits to the region and a potential three-year residency in Sacramento. The televised action sports festival will feature competitive skateboarding, BMX and Moto X and is expected to draw an estimated 35,000 attendees per day, further establishing Sacramento as a top destination for major national events. n n⚽ 2026 FIFA World Cup n nThe 2026 FIFA World Cup is an international soccer tournament that will be jointly hosted by the United States, Canada, and Mexico. With 48 countries battling it out for the World Cup, California will welcome people from around the world to watch 14 games in the Los Angeles and Bay Area regions – creating more than $1 billion in economic benefit and welcoming hundreds of thousands of visitors from around the world. n nThe Bay Area is projected to see approximately $555 million in economic impact and 260,000 out-of-town visitors, while Los Angeles is projected to generate approximately $594 million in economic impact and welcome 180,000 visitors. n n🏈 2027 Super Bowl LXI n nNext year, California continues to be the host of the NFL’s biggest game, as Super Bowl LXI is set to take place at SoFi Stadium in Inglewood, California. n nSuper Bowl LXI is projected to generate a total economic impact of approximately $477 million for the Los Angeles region. n n🏅 2028 Olympic & Paralympic Games n nLooking ahead, the 2028 Olympic and Paralympic Games in Los Angeles will showcase thousands of athletes from across the globe while leaving a lasting legacy for the region. n nThe Games are projected to generate a multi-billion-dollar economic impact, creating thousands of local jobs and amplifying Los Angeles as a premier global tourism destination. Nearly 15 million spectators are expected to attend, with more than 5 billion fans around the world tuning in to experience the best of the region on the world’s biggest stage. n nBeyond the Games themselves, LA28 has invested $160 million in youth sports across Los Angeles—the single largest investment in youth sports development in California history. n nCalifornia’s booming tourism economy n nCalifornia has the largest market share of tourism in the nation. Travel spending in the state grew from $152.7 billion in 2023 to $157.3 billion in 2024, a 3% increase. Between 2014 and 2024, travel related spending in California has grown at an average annual rate of 3%. n nThe increase in travel spending generated $12.6 billion in state and local tax revenue by visitors in 2024, marking a 3.1% increase over 2023. Tourism created 23,950 new jobs in 2024, bringing total industry employment to 1,165,760.