Upcoming Super Bowl LIII (53) will be held in Atlanta, GA at Mercedes-Benz Stadium on Feb 3, 2019. The event will bring the nation’s largest sporting event to the southern city with many economic benefits to occur. According to estimates, Super Bowl LII (52), held in Minneapolis, MN, contributed $343 million to the region, including $29 million in tax revenue.
For next year’s event, Atlanta is expecting to see a revenue increase for the city, but also wants to use their platform to help the city grow. The initiative, called Legacy 53, will focus on leaving a positive impact for Atlanta, with revenue and economic impact going towards improving the local area.
According to the host committee, Legacy 53 will include five pillars:
- A major capital improvement project benefiting Atlanta youth, with details to be finalized and announced later this summer.
- A civil rights and social justice program that will include a conversation series and public art installations across Atlanta, with the aim to “inspire constructive dialogue surrounding social issues.”
- A sustainability program that will include efforts to maximize recycling and repurposing of materials at Super Bowl events, as well as tree-planting and community gardens projects in Atlanta neighborhoods.
- Engagement programs geared toward Atlanta’s youth, emphasizing physical activity, healthy lifestyle habits and nutrition.
- Working with the NFL’s supplier diversity program, Business Connect, to connect more than 200 local minority-, woman-, veteran- and LGBT-owned businesses with contracting and networking opportunities.
These pillars are less focused on revenue and more about engaging the local community and establishing platforms to grow from. In addition, connecting with local underrepresented business to grant them opportunities with the NFL. It is estimated the the Super Bowl Committee will spend more than $1 million on the Legacy initiative by next year.