Each year, the Super Bowl brings thousands of jobs and can generate anywhere from $230 million to $475 million in economic impact. But who benefits from an international event of this size? Oftentimes it is not the local community or the small businesses who really need it. However, the NFL and the Los Angeles Super Bowl Host Committee (LASEC) were determined to have SBLVI drive lasting social and cultural change, and deliver a positive economic impact to the areas that needed it most. They are achieving this through two community-based initiatives: the Super Bowl LVI Business Connect program and the Legacy Program, both of which use the Super Bowl to spotlight some of the great work being carried out across the LA community.
SoFi Stadium, the home of Super Bowl LVI, is located in Inglewood, California, which is a far cry from the glitz of Hollywood and the glamor of Beverly Hills. With a population of 107,762 people, Inglewood is the 55th largest community in California, with the majority of its residents employed as service providers, sales and office workers, and professionals. The ethnically-diverse city is home to a variety of racial and ethnic groups, with over 50 percent of people are of Hispanic or Latino origin.
Maintaining that diversity and giving back to the community has been important to Stan Kroenke and the LA Rams ever since they first broke ground to construct the world’s most expensive stadium on the former site of the Hollywood Park Racetrack. Now that Kroenke’s dream has come to fruition and his $5.5 billion stadium is hosting the crown jewel of the NFL on Feb. 13, it’s time to reiterate that pledge from a league level.
When asked at the recent “30 Days Out” media event what the arrival of Super Bowl LVI means for the Los Angeles community, President & CEO of LASEC Kathryn Schloessman said: “Obviously, the game is exciting, but what we’re most excited about is the impact that Super Bowl makes in the community. Two programs that the NFL brings with them that have really been unbelievably successful for us at leading up to the Super Bowl are the Business Connect…