UH Mānoa Athletics generates $753M in economic impact over four years, study finds
from UH News, Oct 29, 2026
The University of Hawaiʻi at Mānoa athletics program generated an estimated $752.9 million in economic activity in Hawaiʻi between fiscal years 2023 and 2026, an average of $188.2 million annually, according to a new study highlighting the contributions of Rainbow Warrior and Rainbow Wahine athletics to the state’s economy.
The study, conducted by Collegiate Consulting and funded by private donors, examined the economic impact of UH Mānoa athletics, including spending associated with sporting events, visiting fans and teams, student-athletes, employees, athletic facilities and revenue generated by the program.
The analysis also estimated that athletics-related economic activity supported approximately 1,242 jobs in Hawaiʻi in fiscal year 2025 and generated substantial national and local media exposure for Hawaiʻi.
“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,” said Governor Josh Green. “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. This study demonstrates the important role UH athletics plays in our economy and our community.”
Sources of economic impact
The study identified four major areas of economic activity:
- $351.3 million from athletic events and other activities: Spending associated with athletic competitions, camps, visiting teams and fans, as well as non-athletic events at UH athletic facilities.
- $184.9 million from athletics employees and student-athletes: Economic activity associated with salaries, personal spending and other contributions to the local economy.
- $146.4 million from athletic revenue: The broader economic impact associated with revenue from sources such as sponsorships, media rights, conference distributions and private contributions.
- $70.3 million from athletic facility construction: Economic activity generated by construction and improvement projects in 2023, 2025 and 2026.
The 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 restaurants, stores and other businesses, which in turn purchase supplies and pay employees.
The $752.9 million represents estimated economic activity associated with UH athletics, not university revenue or profit.
“This report puts real numbers behind something we’ve always known: UH athletics is about much more than wins and losses,” said UH Mānoa Athletics Director Matt Elliott. “Every game brings people together, supports local businesses and creates opportunities for our student-athletes. Our teams also represent Hawaiʻi on a national stage, generating exposure that would be extraordinarily difficult to replicate. These findings demonstrate the value of our athletics program to the university, our community and the entire state.”
National media exposure for Hawaiʻi
Beyond its economic contributions, UH Mānoa athletics provides 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 are based on advertising rates and audience figures to assign a dollar value to media exposure.
Unlike paid advertising, the university does not control the content or messaging of the coverage, and the estimates do not represent actual revenue, advertising savings or a direct financial benefit to UH. Although difficult to quantify, this increased exposure raises awareness of UH Mānoa and Hawaiʻi among national audiences, potentially contributing to student recruitment, tourism and other opportunities.
“UH Mānoa athletics is one of the most visible and powerful connections between the University of Hawaiʻi and the people we serve,” said UH President Wendy Hensel. “Our student-athletes represent Hawaiʻi with pride, and their achievements introduce audiences across the country to our university and our state. This study demonstrates that athletics contributes to our broader mission by strengthening our connection to the community, supporting economic activity and elevating the university’s national profile.”
Athletics investment and student opportunities
UH Mānoa athletics operates with an annual budget of approximately $66 million, supported through a combination of athletics-generated revenue, private contributions, university funding, student fees and other sources. The study examines the program’s broader economic contributions to Hawaiʻi, rather than its financial profitability or return on investment.
As Hawaiʻi’s only NCAA Division I athletics program, UH Mānoa provides educational opportunities for about 500 student-athletes competing on 21 teams, representing the university and state in competitions across the country.
About the study
UH Mānoa retained Collegiate Consulting in February 2026 to conduct the economic impact and media exposure analysis. The firm analyzed institutional financial and attendance data, estimated spending by fans and visitors, and applied established economic models to calculate the additional activity generated throughout the economy.
Founded in 2005, Collegiate Consulting has worked with more than 750 universities, colleges, conferences and associations nationwide, including conducting economic impact studies for other NCAA Division I athletics programs.