SJSU Athletics a $225.6 million Annual Economic Engine for San José, Study Finds
SAN JOSÉ, CA – A new economic valuation study by Collegiate Consulting reveals that San José State University (SJSU) athletics generates an average annual economic impact of $225.6 million for both the university and the City of San José. The study, covering the past three years (FY2022-FY2024), demonstrates a total economic contribution of nearly $677 million.
The analysis highlights multiple facets of the programme’s economic influence. Media exposure – encompassing television, streaming, radio, print, and social media – has yielded over $443 million in advertising value for the university since 2022, substantially boosting its brand recognition nationally and regionally.
Game-day activities contribute substantially, generating $63 million in direct and indirect visitor spending, with football events accounting for approximately 80% of this figure. Furthermore, $43 million in external athletic revenues spurred an additional $66 million in economic activity within the local economy.
Beyond revenue and visibility, the study emphasizes the impact of SJSU’s student-athletes and athletics staff. From 2022-2024, student-athletes contributed $6 million through personal spending and provided $1.38 million in volunteer service to the San José area. Athletics staffing expenditures generated close to $95 million in economic activity.
“This study makes clear the measurable value Spartan athletics delivers, and underscores why continued investment in athletics strengthens both the institution and the region it serves,” stated Russell Wright, Founder & Managing Director of Collegiate Consulting.
SJSU Director of Athletics Jeff Konya added,”It’s critically important to understand all the different aspects in wich athletics can benefit the broader university and surrounding community. Brand enhancement was a priority, and this report illustrates that SJSU is trending in the right direction.” He expressed gratitude to donors, campus partners, students, staff, and coaches for their contributions to the program’s success.
Collegiate Consulting, founded in 2005, has worked with over 750 higher education institutions nationwide, specializing in strategic planning, feasibility studies, economic valuations, and athletic director searches.
