Market Update: College Football’s €132 Million Boost for Irish Economy in 2025 – Full Analysis

Last year’s Aer Lingus College Football Classic between Kansas State Wildcats and Iowa State Cyclones at the Aviva Stadium delivered a €132 million boost to the Irish economy, according to a Post-Game Economic Impact Report compiled by Grant Thornton and published today.

The findings come as preparations accelerate for this year’s game, which will see TCU Horned Frogs face the North Carolina Tar Heels in Dublin on August 29.

A total of 47,226 spectators attended the 2025 clash, with 25,999 travelling from overseas. Of those, 22,910 visitors came from the United States, accounting for almost half of the total attendance.

American visitors stayed for an average of 7.1 nights, while other non-resident attendees stayed for two nights on average, significantly amplifying the tourism impact.

The game was broadcast live on ESPN in the United States, attracting a peak audience of 4.7 million viewers. It was also the second-most watched sports telecast of the weekend overall, surpassed only by golf coverage on NBC. The broadcast drew particularly strong audiences in Kansas and Iowa, introducing Ireland to a new and highly engaged regional US market.

The report was launched to coincide with a visit to Dublin by TCU’s Director of Intercollegiate Athletics, Mike Buddie, a former Major League Baseball player with the New York Yankees who has since built a career in sports administration.

LISTEN: Sport for Business podcast Interview with Mike Buddie.

As in previous years, the event extended well beyond the game itself through the ‘Much More Than A Game’ initiative. A series of business, academic, political and community engagements took place throughout the week, strengthening transatlantic ties.

Among the highlights was the inaugural One Health x AgTech summit, hosted by Enterprise Ireland and UCD, where a Memorandum of Understanding was signed with the visiting universities.

Nineteen Irish agtech and animal health companies participated in the programme, engaging with academics and industry partners from Iowa and Kansas. Delegates were addressed by Minister for Enterprise, Tourism and Employment Peter Burke, alongside Kansas Governor Laura Kelly and Iowa Governor Kim Reynolds.

“The success of the Aer Lingus College Football Classic, as highlighted in today’s report, shows how important the event is in the annual tourism calendar for visitors and locals alike,” said Peter Burke, Minister for Enterprise, Tourism and Employment.

“Mixing business, leisure and sport, the event is an opportunity to build links with parts of the United States that Ireland may not have had the opportunity to do otherwise, as well as providing a great spectacle for the thousands who can go to the Aviva Stadium and the millions watching on television.”

Caroline Bocquel, CEO of Fáilte Ireland, described the game as delivering “exceptional value for Ireland,” pointing to the scale of international visitors and the global broadcast reach showcasing Ireland to millions of potential future travellers.

Lynne Embleton, CEO of Aer Lingus, said the event plays an important role in fostering connections with North America through sport, culture and education, adding that the airline is proud to fly teams and supporters to Ireland.

Padraic O’Kane, CEO of EHL Experiences and co-founder of the Classic, said Dublin’s role on the US college football calendar continues to grow, with strong interest from top-tier programmes keen to play in Ireland in the years ahead.

“Ireland and Dublin’s role as a key destination in the US College Football calendar continues to grow, and this report once again underlines the positive impact these games have for the city and the wider economy,” he said.

“We are encouraged by the strong interest from several top-tier College Football programs who are keen to play in Dublin in the years ahead. With fixtures of this scale are planned well in advance, it is a testament to the collaborative approach between all partners including the Department of Enterprise, Tourism and Employment, Aer Lingus, Failte Ireland, Tourism Ireland and Dublin City Council that we can continue building on this success year after year.”

“We look forward to working together to further strengthen Ireland’s and Dublin’s position as the premier international host for US College Football in the years to come.”

Tickets for the 2026 Aer Lingus College Football Classic will go on sale in Ireland on March 12.

Image Credit: College Football Ireland

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