Cody Coverchuk competes at the Lethbridge PBR event in March 2024. The event had the highest economic impact of all sporting events in Lethbridge in the first quarter of 2024. (Photo: PBR)

By David Opinko

Lethbridge sporting events bring $5.1 million into city in Q1

Jul 11, 2024 | 10:06 AM

LETHBRIDGE, AB – The Lethbridge Sport Council (LSC) says there was a big increase in the economic impact of local sporting events.

In partnership with Tourism Lethbridge, the group has released the 2024 First Quarter Sport Tourism Impact Report.

It shows that, between January and March 2024, these events pumped $5,183,654 into Lethbridge’s economy and $6,137,009 into the province.

That is up around 80 per cent from the same period in 2023.

Lethbridge hosted a total of 76 sporting events in the first three months of this year with a total of 81,691 spectators, 19,669 of whom came from out of town. There were also 10,836 participants, which includes athletes, coaches, managers, and technical officials.

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LSC Executive Director Susan Eymann says what is remarkable about these numbers is that they were achieved without a single major national or international event.

“This report reflects the amazing work and dedication of our sport volunteers and staff. Their efforts have made a significant impact on our community, showcasing the power of grassroots sport tourism,” says Eymann.

The event with the largest economic impact was PBR.

Between two days of bull riding in early March, the projected direct and indirect economic output generated for Lethbridge was $836,686, and $1,134,740 for the province. It garnered 8,250 unique spectators to the ENMAX Centre, half of whom were not locals.

Tourism Lethbridge Senior Director of Communications Dominika Wojcik says sport tourism not only supports the economy, but also social legacies, enhances sport promotion, and boosts volunteerism.

“The work of the Lethbridge Sport Council and the Sport Tourism Advisory Committee is a vital part of our ongoing efforts to bring new events to our city and enhance our economic impact,” says Wojcik. “The impressive growth in the 2024 First Quarter Report highlights these collaborative efforts, and we recognize that there are still many opportunities ahead for us to pursue.”

The full 2024 First Quarter Sport Tourism Impact Report can be read on the Lethbridge Sport Council website.

READ MORE: Lethbridge News Now

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