National championship brings thousands of visitors to Halifax, demonstrating the economic and community value of hosting premier sport events.
According to a new economic impact assessment prepared by Sport Tourism Canada using the STEAMPRO model, the 2026 U SPORTS University Cup generated more than $5.2 million in overall economic activity for Nova Scotia and $7.1 million across Canada.
Held March 19-22, 2026, the 64th edition of the U SPORTS University Cup brought Canada’s top men’s university hockey programs to Halifax for four days of championship competition. Hosted by Saint Mary’s University in partnership with Sports & Entertainment Atlantic and U SPORTS, the event concluded with the UQTR Patriotes capturing the national title in an overtime thriller over the host Saint Mary’s Huskies.
The economic impact was driven by visitors who came specifically for the event. Nearly three-quarters of out-of-town attendees indicated that the championship was the sole reason for their trip to Halifax, while visitors stayed an average of 3.2 nights in the city. Almost 15 percent extended their stay before or after the event, creating additional spending at local hotels, restaurants, attractions, and businesses.
“On behalf of Saint Mary’s University, we are extremely privileged and proud of the collaborative effort of Team Halifax in bringing this championship to our beautiful city,” explained Scott Gray, Director of Athletics and Recreation for Saint Mary’s University. “It’s a fine example of how through sport we can showcase Halifax, deliver the best of university sport and provide meaningful economic impact to the community.”
While the University Cup crowned a national champion on the ice, it also demonstrated the broader value of hosting sport events. By attracting visitors, generating economic activity, and creating opportunities for communities to showcase themselves on a national stage, events like the University Cup continue to reinforce why sport hosting matters to destinations across Canada.
“The U SPORTS University Cup is a great example of how sport events deliver benefits that extend far beyond the competition itself,” said Derek Mager, Sport Tourism Canada’s Senior Consultant and Program Manager of Economic Impact, who analyzed the data and prepared the report. “Thousands of visitors came to Halifax for this championship, supporting local businesses and experiencing everything the city has to offer. That’s the lasting value of sports tourism.”
As Canada continues to compete for premier sport events, assessments like this demonstrate why sport hosting matters. By measuring and communicating these impacts, STC and its partners continue to strengthen Canada’s ability to attract and host events that deliver economic, social, and community benefits from coast to coast.
Are you interested in using primary data collected from event attendees at your event? Work with an STC Economic Impact Consultant to analyze the actual economic impact of your event in a specific Canadian community. Contact Sport Tourism Canada today to learn more.