NCAA Women’s Final Four generates ‘momentous’ economic impact

The 2026 NCAA Women’s Final Four at Mortgage Matchup Center brought 27,330 out-of-state visitors to Arizona and generated $71.5 million in economic impact, according to a study from Arizona State University released on Wednesday.

South Carolina, UConn, UCLA and Texas competed at the home of the Phoenix Suns and Mercury, with UCLA taking down South Carolina to win the program’s first national championship on April 5.

It was the first time Phoenix hosted the Women’s Final Four. The Valley held the Men’s Final Four in 2024 at State Farm Stadium, and Phoenix has already been listed as a finalist to host the Women’s Final Four again between 2032-36.

The three games this past spring drew 29,811 fans, with the title game bringing in 15,856. Meanwhile, worldwide viewership was 9.9 million, the third-most-watched Women’s NCAA Championship Game broadcast on ESPN (since 1996).

Additionally, 35,036 fans attended the Four It All Fest in downtown Phoenix; 26,610 fans visited Women’s Final Four Tourney Town at the Phoenix Convention Center, and 10,212 went to the Super Saturday Concert at Margaret T. Hance Park.

Out-of-town visitors stayed for an average of 4.08 nights and spent $220.64 per person daily, according to the study done by ASU’s Seidman Research Institute.

“Major events like the Women’s Final Four are powerful drivers of tourism and economic growth,” Gov. Katie Hobbs said in a press release. “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 Final Four also created 426 annual jobs and contributed $24 million in terms of labor income in the state, as well as $4 million in taxes:

• State: $2.3 million
• City: $1.5 million
• County: $200,000

The money created for Arizona’s Gross Domestic Product was $42.2 million, per the study.

“The influx of visitors boosted our local economy and energized businesses and cultural institutions across the city,” Phoenix mayor Kate Gallego said. “I’m grateful to the city of Phoenix employees whose hard work showcased our flourishing city and ensured the event’s success from start to finish.”

“The economic impact of the Women’s Final Four is momentous, and the lasting legacy of our many community projects is just as significant,” Phoenix Final Four Local Organizing Committee CEO Jay Parry added, referring to partnerships between the NCAA and local agencies that contributed prize money to schools and refurbished the Washington Activity Center.

Phoenix will get the chance to host another major sporting event with NBA All-Star 2027 at Mortgage Matchup from Feb. 19-21.

KTAR News 92.3 FM’s Heidi Hommel contributed to this report. 

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