ATLANTA — Tens of thousands of fans are expected to pack Mercedes-Benz Stadium for the Chick-fil-A Peach Bowl, and a hospitality economics expert says the game could bring record-breaking spending to Atlanta.
Georgia State Assistant Professor Dr. Kyle Townsend says the Indiana Hoosiers–Oregon Ducks matchup features large fan bases traveling long distances, driving spending well beyond the game itself.
“They are all going to need transportation to get to Atlanta so they’re going to use the world’s busiest airport,” Townsend said. “They’re all going to need hotels to stay in, restaurants to dine in, and activities, attractions, recreations to do outside of the game itself.”
Townsend predicts the 2026 Chick-fil-A Peach Bowl could surpass last year’s economic impact, which topped $44 million.
“I am going to go ahead and say that I think we’ll break through the $50 million barrier,” he said.
Official resale tickets near the 50-yard line are listed for about $1,800 to $4,800.
Townsend says the far-flung fan bases, from programs that have not been at the top for some time, create a surge of sports tourism, with spending on flights, hotels, food and entertainment.
“Even beyond those inflationary effects, it’s going to be extremely well attended,” Townsend said. “We have two huge team fan bases that are coming from quite a ways away. It’s certainly Indiana’s first bite of the apple in 70 years, and Oregon has been so close that they are chomping at the bit.”
He adds there is a snowball effect across the hospitality industry as visitors brought in by airlines also need lodging and places to eat.
“Everybody in the hospitality industry, while we may be competitors, we really all do better when we’re all doing well,” Townsend said.
The winner of Friday’s Peach Bowl will advance to face the Miami Hurricanes in the national championship game in South Florida. Miami secured its spot after scoring a last-minute touchdown to beat Ole Miss in the Fiesta Bowl.
The afternoon drive around the metro Atlanta area could be impacted. Oregon and Indiana kick-off Friday just after 7:30 p.m.
WSB Radio’s Veronica Waters contributed to this story.
