COLUMBIA, Mo. – Mizzou Athletics generated more than $600 million in impact for the State of Missouri economy in calendar year 2025, plus an additional nearly $300 million in visibility and brand value, according to a wide-ranging independent study by nationally-recognized consulting firm Tripp Umbach.
The report concluded that Mizzou Athletics serves as a significant year-round economic driver through athletics operations, capital investments, visitor spending, and student-athlete activity. Mizzou Athletics generates substantial economic activity, supports thousands of jobs, attracts visitors from across the region, and delivers significant publicity for the university, the community, and the state.
“Mizzou Athletics is proud to be a significant contributor to Missouri’s economy and the communities we serve,” said Mizzou Director of Athletics Laird Veatch. “This study demonstrates that the impact of Mizzou Athletics extends far beyond the playing field. Every game, every event, and every investment create opportunities for Missouri, generating nearly one billion dollars in annual value for the state we call home.”
“Mizzou Athletics plays a critical role in promoting the Show-Me State as an incredible place to live, work, and build a future to visitors, prospective students, and Tiger fans across the nation,” said Governor Mike Kehoe. “Mizzou Athletics not only drives tourism and national exposure for the state but also supports thousands of jobs and generates significant state and local tax revenue. We look forward to seeing the economic impact of Mizzou Athletics continue to grow in the years to come.”
Statewide Economic Impact of Mizzou Athletics (Calendar Year 2025)
- $622.9 million total economic impact
- 3,928 jobs supported
- $26.7 million in state and local tax revenue
Inside Boone County (Calendar Year 2025)
- $529.5 million total economic impact
- 3,338 jobs supported
- $22.6 million in state and local tax revenue
Driving Missouri’s Visitor Economy
Mizzou Athletics welcomed more than 500,000 event attendees during 2025, generating $258 million in visitor spending. Visitor activity supported hotels, restaurants, retailers, transportation providers, and other businesses throughout Columbia and beyond.
A Powerful Visibility Platform
Through SEC competition, national broadcasts, and digital engagement, Mizzou Athletics generated 818.2 million media impressions and an estimated $281.1 million in brand value during 2025, creating significant exposure for the University of Missouri and the State of Missouri.
Community Impact Beyond Competition
Beyond the economic impact, coaches, staff, and student-athletes generated an estimated $2.1 million in charitable giving and volunteer service, reflecting Mizzou Athletics’ commitment to communities throughout Missouri.
Summary
According to the Tripp Umbach report, Mizzou Athletics “consistently drives economic activity, fueled by game days, tournaments, camps, and year-round operations. These activities attract visitors from across Missouri and beyond, generating demand for lodging, dining, transportation, parking, and retail throughout Columbia and the region.”
Additionally, Mizzou Athletics “plays a central role in shaping the identity and national presence of the University of Missouri,” and “its programs serve as a powerful front porch for the institution, elevating brand visibility and strengthening connections with prospective students, alumni, and supporters across the country.”
Tripp Umbach concludes that Mizzou Athletics is one of Missouri’s most impactful assets. As Mizzou Athletics continues to invest in student-athletes, facilities, and competitive excellence, the report projects that its economic impacts will continue to grow for Missouri and the communities it serves.
To read the full report, visit THIS LINK.