The University of Hawaiʻi at Mānoa athletics program generated nearly $753 million in economic activity statewide between fiscal years 2023 and 2026, an average of $188.2 million annually.
The findings are from a recent study conducted by Collegiate Consulting, which examined the statewide economic impact of UH Mānoa athletics, a news release said.
Funded by private donors, the study examined spending associated with sporting events, visiting fans and teams, student-athletes, employees, athletic facilities and revenue generated by the athletics program.
The study also found athletics-related activity supported more than 1,200 jobs in Hawaiʻi in fiscal year 2025.
“The UH athletics program is a source of tremendous pride for our state, bringing our communities together while making a meaningful contribution to our economy,” Hawaiʻi Gov. Josh Green said in the press release. “When our UH teams compete, the benefits extend well beyond the playing field. They support local businesses, attract visitors and showcase Hawaiʻi to audiences across the country.”
The study identified four major areas of economic activity:
- About $350 million in spending associated with athletic competitions, camps, visiting teams and fans, as well as non-athletic events at UH athletic facilities.
- Nearly $185 million associated with athletics employees and student-athletes, including salaries and personal spending.
- More than $145 million from sponsorships, media rights, conference distributions and private contributions.
- Roughly $70 million generated by facility construction and improvement projects in 2023, 2025 and 2026.
These figures include both direct spending and additional economic activity generated as money circulates through the local economy. For example, fans attending UH games spend money at stores, restaurants and other businesses, which in turn purchase supplies and pay employees.
“This report puts real numbers behind something we’ve always known: UH athletics is about much more than wins and losses,” UH Mānoa Athletics Director Matt Elliott said.
UH Mānoa athletics also provide extensive visibility for the university and the state through national and local television broadcasts, streaming, radio, online news and social media.
Collegiate Consulting estimated the advertising-equivalent value of that exposure at $1.73 billion during the study period, including $775.5 million from local and national television broadcasts.
The estimates assign a dollar value to media exposure based on advertising rates and audience figures. They do not represent actual revenue, advertising savings or a direct financial benefit to UH.
While difficult to quantify, the study said the increased exposure raises awareness of UH Mānoa and Hawaiʻi among national audiences, potentially contributing to student recruitment, tourism and other opportunities.
As Hawaiʻi’s only NCAA Division I athletics program, UH Mānoa provides educational opportunities for about 500 student-athletes competing on 21 teams. The program’s annual budget is approximately $66 million from athletics-generated revenue, private contributions, university funding, student fees and other sources.
