2025 NFL Draft Brought $104 Million into Wisconsin

Experience Greater Green Bay has released the final economic impact report of the 2025 NFL Draft. Statewide, the total economic impact reached $104,789,486, surpassing the initial $94 million estimate.

The event, held April 24–26 in and around Lambeau Field and the Titletown campus, created a total economic impact in Brown County of $79,917,186, nearly $60 million over the original $20 million projection.

“The event put Green Bay on the international stage for three straight days,” said Brad Toll, president and chief executive officer of Discover Green Bay. “So many people and organizations across our great community made this happen, and we thank everyone for coming together to showcase Green Bay on the national stage.”

The estimated unique attendance was 362,588, according to Sportsimpacts’ research. The Sportsimpacts study also revealed 31% of attendees were from outside Wisconsin and 24% paid for overnight lodging. More than 83% of out-of-state visitors were first-time Green Bay travelers.

“We were so proud of the incredible atmosphere created during the NFL Draft in Green Bay,” said Gabrielle Dow, Packers vice president of marketing and fan engagement. “We worked hand-in-hand with so many local organizations and supporters during the planning process, and it was fantastic to see it all come together to result in such a positive experience for fans and visitors. Our partners at the NFL couldn’t have been happier with how the entire event unfolded.”

Attendees also left with improved perceptions of the region. More than 83 percent of survey respondents said Greater Green Bay either “greatly surpassed expectations” or was “better than expected.” Further research showed Draft exposure online had the equivalent of $50 million in paid advertising for Discover Green Bay.

“The power of NFL media exposure is real, and it’s transforming perceptions of our destination,” said Nick Meisner, vice president of marketing for Discover Green Bay. “This type of visibility will have a lasting impact on Brown County’s tourism industry.”

Research also revealed over 82 percent of survey respondents rated Green Bay as an “excellent” host city, while more than 70 percent rated Lambeau Field/Titletown as an “excellent” host venue. Among attendees who had been to previous NFL Drafts, 82 percent said this was “the best draft they have attended.”

“With Packers fans all over the world, we knew that hosting the NFL Draft in Green Bay would have a meaningful impact both locally and throughout the state of Wisconsin,” said Packers President and Chief Executive Officer Mark Murphy. “We know how special our community is, and we were proud to share its uniqueness with fans visiting for the Draft. While we’re pleased with the economic impact, the broader community impacts from the Draft will also leave a lasting legacy.”