GREATER LOS ANGELES : Super Bowl Generates $182 Million in Business

Super Bowl XXVII generated an estimated $182 million in new business in the Los Angeles-area economy, making it probably the most lucrative Super Bowl in the history of the game, according to a study by MBA students at UCLA’s John E. Anderson Graduate School of Management.

Out-of-towners attending the game in Pasadena and businesses associated with the game pumped $81.6 million directly into the economy, the study said, but the infusion turned over about 2.23 times, resulting in a total impact of $182.1 million.

The game, in which the Dallas Cowboys defeated the Buffalo Bills, was played on Jan. 31 in the Rose Bowl.

Super Bowl XXVI, played last year in Minneapolis, brought in $47 million in new dollars, for a total impact of between $100 million and $120 million.