Visit Jackson Reports Record-Breaking EEI During 2021 JSU Season

December 10, 2021

A red wall on the side of a sports stadium says "The City With Soul J-X-N Mississippi"

Visit Jackson calculated over thirty million dollars ($30M) of economic impact for the 2021 Jackson State University fall football season.

The number is attributed to a record-breaking Football Championship Subdivision (FCS) team average of 42,293 fans in attendance for the home games at Mississippi Veterans Memorial Stadium in the City With Soul after the hiring of the NFL legend turned coach, Deion “Coach Prime” Sanders.

The numbers nearly doubled from the 2019 season, which is a more comparable pre-COVID-19 season than the modified spring 2020 season, where the season’s economic impact was over sixteen million dollars ($16M).

“Visit Jackson has been a consistent supporter of Jackson State Athletics,” said Jonathan Pettus, Vice President of Marketing for Visit Jackson. “We are proud of their success, and our partnership is stronger than it’s ever been before.”

Visit Jackson’s presence can be seen throughout Mississippi Veterans Memorial Stadium, from the banners hanging from the field house to messaging on the marquees, mural and advertisements throughout the games on the jumbotron.

About Estimated Economic Impact (EEI)

Visit Jackson utilizes an industry standard for measuring how events impact destinations via a Tourism Academy calculating tool. The tool measures the economic value of an event and calculates its return on investment to local taxes. Armed with this information, destination organizations and CVBs like Visit Jackson are better prepared to make the case to policymakers and stakeholders for the ongoing development and growth of the events and meetings sectors. Updated annually, the calculator draws on ten different data sources to provide an industry-wide standard.

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