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Hosting the NFL draft is less about weekend beer sales and more about long-term brand value

  • Written by Tim Derdenger, Associate Professor of Marketing, Carnegie Mellon University
Hosting the NFL draft is less about weekend beer sales and more about long-term brand valueBy selecting Pittsburgh for the draft, the NFL signals that the city is a premier destination.Justin K. Aller/Getty Images Sport

When the NFL draft arrives in Pittsburgh in April 2026, city officials are sure to tout projected economic impact figures. They will likely point to the US$73 million generated by Green Bay, Wisconsin, and the surrounding...

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