The expansion of Arizona State University's athletic programs into the Big 12 Conference is forecasted to bring a fresh influx of sports enthusiasts to the Phoenix area, amplifying the potential for revenue growth within the local hospitality sector. ASU's transition from the Pac-12 to the Big 12 signals not just an athletic affiliation shift but also a substantial opportunity for businesses in tourism-driven economies.
ABC15 News reported that head football coach Kenny Dillingham anticipates seeing "a lot more opposing fans in the stands" at Mountain America Stadium.
In a statement obtained by the Phoenix Business Journal, Dillingham said, "Now that we're in the Big 12 … I think there will be more travel for college sports than has ever been." He espouses that Phoenix, along with Tempe, will serve as premier destinations for fans attending away games.
With a shift in the conference comes a new demographic of visitors, as many of the Big 12's fanbases hail from areas without previous ties to the Valley. Cities like Ames, Iowa, and Manhattan, Kansas, are expected to contribute to the growing tourism market in Phoenix.
Echoing the sentiments of the Sun Devils' head coach, Michael Martin, president and CEO of the Tempe Tourism Office, outlined strategic marketing campaigns aimed at alum-based markets in key Big 12 cities. In an interview with the Phoenix Business Journal, Martin noted, "We feed avid sports fans ads – creating a target audience that might include alumni or sports fans of the Big 12," highlighting the broader experience to be had beyond football.
