A study conducted by Sport Tourism Canada (STC) has indicated that the 57th Vanier Cup generated a $2.4 million economic impact for its host city of London, Ont.
This figure was calculated using the STC Sport Tourism Economic Assessment Model (steamPRO), which determined that the combined spending of out-of-town participants, staff, spectators, and other visitors was $1.8 million, supporting over $2.4 million in overall economic impact for the area of London.
“U Sports is pleased with the results of the steamPro analysis as it confirms what we already knew, that U Sports championships and in particular the Vanier Cup have significant economic impacts for the host cities,” said U Sports chief sports officer Lisette Johnson-Stapley in a statement.
“The 2022 Canada Life Vanier Cup was an amazing example of how destination tourism organisations, universities and U Sports can work together to leverage each partners strength to deliver impressive results for the local, provincial and national economies.”
According to STC, Economic Impact Assessment (EIA) studies “measure the positive change in economic activity resulting from hosting an event in a specific city/town.” This includes spending of out-of-town visitors while they attend event(s), the expenditures of the event organizers in producing the event(s), and capital construction costs that are directly attributed to hosting the event(s).
The study also found that 99 percent of visitors reported having a “positive experience” in London, while 94 percent that they would likely return to London in the future.
“It was a terrific honour to host the 2022 Vanier Cup on our campus and we are delighted the game generated such a positive economic outcome for London,” said Western University president Alan Shepard.
“Western students, faculty and staff contribute to the community in countless ways through their scholarship, research, teaching and services to the community. We look forward to future partnerships with Tourism London and U Sports that benefit both our city and university.”
The 57th Vanier Cup featured the Laval Rouge et Or defeating the Saskatchewan Huskies by a score of 30-24 at Western Alumni Stadium. It was the first Vanier Cup ever played in London, which is located just under 200 kilometres southwest of Toronto. The city is home to approximately 425,000 residents.
The study can be read in its entirety here.
