PHOENIX – In a big win for Arizona’s economy, the 2026 NCAA Women’s Final Four generated $71.5 million in economic impact, according to a study by Arizona State University’s Seidman Research Institute.

The event also created $42.2 million for Arizona’s Gross Domestic Product (GDP), the study found.

“Major events like the Women’s Final Four are powerful drivers of tourism and economic growth,” Arizona Governor Katie Hobbs said. “Basketball is a global game, and this year’s tournament put Arizona in the international spotlight. Fans from near and far saw everything our state has to offer, and I’m sure many left already planning their next visit.”

To measure the impact of the Valley’s first Women’s Final Four, researchers conducted face-to-face surveys with hundreds of out-of-state visitors who came to Arizona for Women’s Final Four games on April 3 and April 5, 2026, at Mortgage Matchup Center in Phoenix. The UCLA Bruins captured their first national championship, prevailing over a field that included South Carolina, Texas and University of Connecticut.

The survey measured only new dollars that flowed into the state due to the Women’s Final Four. The study estimated that 27,330 out-of-state visitors came to Arizona for the Women’s Final Four. They stayed 4.08 nights on average and spent an average of $220.64 per person per day.

“Hosting our first Women’s Final Four was a slam dunk for Phoenix, as we transformed downtown into the center of the women’s basketball universe,” Phoenix Mayor Kate Gallego said. “The influx of visitors boosted our local economy and energized businesses and cultural institutions across the city. I’m grateful to the City of Phoenix employees whose hard work showcased our flourishing city and ensured the event’s success from start to finish. Championship Valley delivered once again!”

The study found that spending by Women’s Final Four visitors created 426 job years employment and contributed $24 million to labor income in Arizona. The study conservatively estimated the Women’s Final Four also directly generated a total of $4 million in taxes for the State of Arizona ($2.3 million), Maricopa County ($200,000) and cities ($1.5 million).

The Women’s Final Four games were televised worldwide, attracting a combined total of 9.9 million viewers. A record 1,280 credentialed media created millions of impressions of Arizona and transmitted them around the world. The three games drew a combined 29,811 fans to Mortgage Matchup Center. The championship game between UCLA and South Carolina drew a sold-out 15,856 fans.

“This was a community-powered effort, and we are grateful to the NCAA and every stakeholder who supported the first-ever Women’s Final Four in Arizona,” said Jay Parry, CEO, Phoenix Final Four Local Organizing Committee (PLOC). “We are proud to further cement Arizona’s reputation as the nation’s top destination for mega sporting events.”

Ancillary events in downtown Phoenix and at Mortgage Matchup Center also drew big crowds:

  • A record 35,036 fans experienced Four It All Fest, the free outdoor block party-style fan festival in downtown Phoenix.
    • 26,610 fans visited Women’s Final Four Tourney Town presented by Capital One at the Phoenix Convention Center, the most since 2015.
    • A Women’s Final Four record 10,212 music lovers attended the free Super Saturday Concert at Margaret T. Hance Park featuring two-time Grammy-winner Kehlani.

    • 3,000 youth dribbled basketballs through the streets of downtown Phoenix during the 2026 NCAA Women’s Final Four Bounce presented by GEICO, maximum capacity for the event.

“The economic impact of the Women’s Final Four is momentous, and the lasting legacy of our many community projects is just as significant,” Parry said.

NCAA officials, beauty brand Dove, the Arizona Sports & Tourism Authority, the City of Phoenix, the PLOC, and community volunteers partnered together to refurbish the Washington Activity Center through the 2026 NCAA Women’s Final Four Legacy Project presented by Dove. Located in Phoenix’s Alhambra Village, the Washington Activity Center (WAC) serves more than 18,000 neighborhood residents each year. Upgrades included refurbished indoor and outdoor basketball courts, a literacy lounge, a computer lab, an e-sports lounge and a mural by local artist Martin Moreno.

Another initiative was the free Read to the Final Four, presented by the Helios Education Foundation, supported by the NCAA and the PLOC, and designed to instill a lifelong love of reading in students throughout Arizona. Across 191 schools, 12,156 third graders logged a combined 21,426,398 minutes of reading – the equivalent of more than 357,000 hours or nearly 41 years of reading time.

Mary C. O’Brien Elementary School of Casa Grande claimed this year’s Read to the Final Four title, finishing with 10,433 average minutes read per student over the course of the challenge. The remaining finalists, in order of finish, were Ahwatukee’s Kyrene de la Colina Elementary School (9,028 average minutes read per student), Phoenix’s Sun Canyon Elementary School (8,462), and Phoenix’s Villa de Paz Elementary School (7,026).

Helios Education Foundation doubled the prize amount for all four finalist schools, awarding a $10,000 grand prize to Mary C. O’Brien and $5,000 prizes to each of the three remaining finalists. The prize funding supports reading, literacy or library programs at each school.

The PLOC teamed up with Division I universities ─ Arizona State University, Grand Canyon University, Northern Arizona University, and University of Arizona ─ to host sustainability initiatives supporting the 2026 Women’s Final Four. Coordinated efforts with the universities and local stakeholders across all events included waste diversion, material recovery initiatives, food recovery planning, and community engagement programs.

The unprecedented success of the 2026 Women’s Final Four was a direct result of community-wide support from collaborating organizations, including the Phoenix Final Four Local Organizing Committee, the Arizona Sports & Events Alliance, Arizona State University, the State of Arizona, the City of Phoenix, Player 15 Group, Downtown Phoenix Inc., Arizona Office of Tourism, Arizona Commerce Authority, Visit Phoenix, and cities and stakeholders across the Valley.  

What They're Saying About the 2026 Women's Final Four

Josh Bartelstein
Phoenix Suns and Phoenix Mercury CEO

“Phoenix is a basketball city, and hosting Arizona’s first Women’s Final Four at Mortgage Matchup Center was an incredible opportunity for our organization and community. From the passionate fans filling the arena to the energy throughout downtown, the event showcased Phoenix as a premier destination for sports and entertainment and left a lasting impact on our city and state.”

Ron Price
President and CEO, Visit Phoenix

“Hosting the 2026 Women’s Final Four was a testament to our destination’s ability to successfully host major events. Tens of thousands of basketball fans had the opportunity to explore our local businesses and venues, showcasing our lively hospitality industry and driving economic growth throughout our local community.”

Alix Skelpsa Ridgway
Director, Arizona Office of Tourism

“The 2026 Women’s Final Four provided yet another great opportunity to showcase Arizona’s strength as a leading destination for major sporting events. The findings demonstrate just how meaningful these opportunities are for our state. Game attendees experienced our outstanding hotels and resorts, dining, shopping and uniquely Arizona attractions while delivering meaningful support to our communities and local businesses.”

Thomas Sadler
President and CEO, Arizona Sports and Tourism Authority

“The 2026 Women’s Final Four showcased Arizona on the global stage while providing a big boost for the state's tourism industry. When it comes to hosting championship sporting events, no one does it like Arizona. I thank the many stakeholders and volunteers who came together under one banner to create an unforgettable experience for all.”

Sandra Watson
President and CEO, Arizona Commerce Authority

“Arizona continues to demonstrate why we are the nation’s premier destination for major sporting events. The success of the 2026 Women’s Final Four showcased our welcoming environment, unmatched quality of life and ability to deliver championship events at the highest level. Events like this support our economic development efforts and generate lasting benefits for our state, supporting jobs, investment and opportunities for small businesses and local communities. My thanks to the Arizona Sports & Events Alliance and our many partners statewide whose leadership and collaboration helped make the 2026 Women’s Final Four such an outstanding success.”

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About the Phoenix Final Four Local Organizing Committee

The Phoenix Local Organizing Committee (PLOC) is a non-profit organization responsible for hosting the 2026 NCAA Women’s Final Four. In collaboration with the NCAA, Arizona State University, Player 15 Group and key community stakeholders, the PLOC is committed to delivering a world-class championship experience. Its work includes organizing ancillary events, supporting community legacy initiatives, and ensuring that the Women’s Final Four leaves a lasting, positive impact across Arizona. The 2026 Women’s Final Four took place at Mortgage Matchup Center in Phoenix, Ariz., with the national semifinals on Friday, April 3, and the championship game on Sunday, April 5. For more information, visit phoenixfinalfour.com.

About Arizona Sports & Events Alliance (the Alliance)

The Arizona Sports & Events Alliance is the state’s lead organization dedicated to attracting, planning and hosting major events for Arizona. As Arizona’s front door for world-class sports, entertainment and commercial events, the Alliance unites civic, business, tourism, Native American and sports leaders with governing bodies to deliver exceptional experiences, fuel economic growth and elevate Arizona’s global profile.