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 or click the button at the top of the page.
About Tripp Umbach
Founded in Pittsburgh, Pa., and now headquartered in Kansas City, Mo., Tripp Umbach is recognized as one of the nation’s leading private consulting firms specializing in economic and community development. For 35 years, the firm has partnered with more than 1,000 education, health care, government, and corporate clients to advance the economic, social, and physical well-being of communities worldwide. Tripp Umbach has completed more than 500 economic impact studies for higher education institutions, hospitals, and health systems across the United States, as well as economic development strategies and community assessments.
IMPLAN Methodology
The analysis was conducted using IMPLAN (Impact Analysis for Planning), one of the most widely accepted economic modeling systems in the United States. Originally developed by the U.S. Forest Service and the University of Minnesota in the late 1970s, IMPLAN is now maintained by IMPLAN Group LLC and used by thousands of universities, healthcare systems, consulting firms, and government agencies.
IMPLAN integrates data from the U.S. Bureau of Economic Analysis, U.S. Bureau of Labor Statistics, U.S. Census Bureau, and other federal sources. It combines national production functions for more than 450 industries with county-level economic data to estimate how organizations interact with local and state economies. This framework generates multipliers that measure how one dollar of direct spending circulates through the economy, creating additional rounds of activity.
The model captures three levels of impact:
- Direct impacts – spending directly attributable to the institution (operations, payroll, and capital investments).
- Indirect impacts – supply chain activity generated by vendor and contractor spending.
- Induced impacts – household spending supported by employee wages, both within the institution and across related industries.
By combining these effects, IMPLAN provides a comprehensive and conservative estimate of how institutional spending ripples through the broader economy.