PricewaterhouseCoopers is forecasting that direct spending on the Super Bowl will reach a new high this year, as fans generate over $220 million in direct spending in the San Francisco Bay area.

PwC US is factoring in direct spending by the National Football League, businesses, visitors, and media on lodgings, transportation, food and beverage, entertainment, business services, and other hospitality and tourism activities in the Bay Area. The estimate is based on a proprietary analysis by PwC that considers characteristics unique to this year's event, such as the participating teams, attributes of the Bay Area, national economic conditions, and scheduled corporate and other ancillary activities.

Excluded from PwC’s analysis is the so-called “multiplier effect,” which accounts for “indirect” impacts, such as a concession company's purchase of goods from local producers and manufacturers, and “induced” impacts, which occur when the income levels of residents rise as a result of increased economic activity and a portion of the increased income is re-spent within the local economy. It also doesn’t include the fortune spent on network TV ads.

PwC noted that the 50th edition of the Super Bowl will mark the return of the event to California after a 12-year absence, accounting for a higher level of direct spending and continuing an upward trend that started after Super Bowl XLVI in Indianapolis in 2012. 

PwC has produced a chart below illustrating the estimated direct spending associated with the event, dating back to Super Bowl XXXVII in San Diego in 2003, the last Super Bowl hosted in California.