Montana Grizzly Athletics is contributing over $94 million annually to Missoula-area businesses, according to a new report from the Bureau of Business and Economic Research (BBER). The findings come as the University of Montana continues to see record-setting demand for football season tickets, highlighting the growing economic influence of Griz Athletics in the local community.
“It is a great time to be a Griz,” said UM President Seth Bodnar. “The vibrant connection between Griz Athletics and Montana’s business community continues to get stronger and to benefit communities across Montana. This report confirms what we know to be true: The Montana Grizzlies are helping to power Montana’s growing economy.”
The BBER report states that Griz Athletics generates more than $58 million in gross domestic product for Missoula County each year. These funds support essential infrastructure and public safety efforts. Additionally, athletic events provide over $41 million in local labor income through salaries, wages, and proprietor earnings. According to the report, 728 jobs in Missoula County are directly supported by Grizzly Athletics and related game-day activities.
UM Director of Athletics Kent Haslam commented on the broader impact of athletics: “The core mission of Grizzly Athletics is to develop young people through sports participation and earning a college degree,” Haslam said. “While we achieve our core mission, it is time to recognize that college athletics and entertainment in western Montana has become a significant economic driver. Our hope is that local businesses and Griz supporters recognize this trajectory and continue to show their support for our student athletes in new and growing ways.”
The report also identifies an increase in non-resident visitors attending athletic events. Fifty-three percent of all attendees at Griz football games travel from outside Missoula County, staying an average of 2.2 days during their visit. Each home football game brings about $5.2 million in spending from these visitors into Missoula County, with $1.6 million spent on accommodations and $1.3 million at local restaurants and bars.
Last month, the University of Montana joined the House v. NCAA settlement, which enables universities like UM to share revenue generated by athletics with student-athletes and process name, image, and likeness donations through its athletic department.
Haslam emphasized the importance of continued support as changes occur within college athletics: “Support from Griz Nation is unmatched and never taken for granted,” Haslam said. “We are thrilled that more and more local businesses are using Griz game days as a way to generate revenue. Through our commitment to provide additional benefits to the student-athletes, we are going to need increased investment from those who have the most to gain from the growing economic impact of Griz Athletics.”
The full BBER report can be accessed online.
