PBR was one of the top generators of economic impact among sport tourism events in Lethbridge in 2024, according to a new report. Cover Coverchuk is seen riding a bull at the PBR event in Lethbridge in March 2024. (Photo: PBR)

By David Opinko

2024 sporting events generated $18 million in economic activity in Lethbridge

Mar 10, 2025 | 9:32 AM

The Lethbridge Sport Council (LSC) says it was a great year for sports in the community.

The LSC has released its Sport Tourism Impact Report for 2024.

It says economic impact reports were completed for 214 single and multi-day sporting events in Lethbridge last year, accounting for 62 per cent of all events.

Sporting events generated a total of $21,590,929 in economic impact for Alberta, including $18,049,979 for the City of Lethbridge.

Economic impact not only refers to the cost of people attending events but also for related expenses like food, accommodation, transportation, retail and more.

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The Rotary Dragon Boat Festival, held June 21-23 at Henderson Lake, generated the most money for the city at $1,173,626.

The event had approximately 1,340 competitors across three days, including 800 from out of town. More than 10,000 spectators watched the dragon boats, 2,800 of whom traveled to Lethbridge.

The five biggest events in Lethbridge in 2024, in terms of economic impact, were:

• Rotary Dragon Boat Festival (June 21-13): $1,173,626
• University of Lethbridge Challenge Cup (December 27-31): $902,751
• PBR (March 1-2): $834,751
• STAR Series #4 (March 1-3): $453,416
• Battle at the Bridge Main Event (June 7-8): $438,850

Tourism Lethbridge Senior Director of Communications Dominika Wojcik says sport tourism remains a key driver of economic growth in the city.

“Beyond the financial benefits, these events showcase our community, attract visitors, and reinforce Lethbridge as a premier sport tourism destination,” says Wojcik.

Susan Eymann, Executive Director of the Lethbridge Sport Council, adds, “Hosting sport events in Lethbridge is good for the community and for sport. These events bring people together, strengthen local sport organizations, and create memorable experiences for athletes and volunteers.”

The report says Lethbridge had 47,998 sport tourism visitors in 2024 who spent an average of $347.95 in the city per sport tourism visit.

The full Sport Tourism Impact Report can be read on LethbridgeSportCouncil.ca

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