2025 LIBERTY MUTUAL MUSIC CITY BOWL BRINGS $38.2M ECONOMIC IMPACT TO NASHVILLE
2025 LIBERTY MUTUAL MUSIC CITY BOWL BRINGS $38.2M ECONOMIC IMPACT TO NASHVILLE
The University of Illinois and University of Tennessee showdown ranked third in attendance outside the CFP
NASHVILLE, Tenn. (March 12, 2026) – Music City Bowl, Inc. today announced that the 2025 Liberty Mutual Music City Bowl generated more than $38.2 million in total economic impact throughout Nashville. Attendees flocked to Nissan Stadium and the surrounding area and watched the University of Illinois Fighting Illini defeat the University of Tennessee Volunteers, 30-28.
This year, Music City Bowl, Inc., in partnership with the Belmont University Department of Sport Administration, developed an enhanced data-collection system to provide more precise measurement of the bowl’s economic impact. This year’s economic impact increased 43.5% over last year’s $26.6 million and reflected strong visitation, with 89% of attendees traveling from outside Nashville, further positioning the city as a premier bowl destination. The upgraded data collection system more precisely captures visitor spending across key categories, including hotel stays, food and beverage and other local purchases.
Attracting 52,815 fans from across the nation, the SEC and Big Ten matchup ranked third in attendance. With nearly 5.4 million viewers, making it the fifth overall in bowl viewership and the top ESPN non-College Football Playoff game, the 2025 Liberty Mutual Music City Bowl marked the bowl’s strongest viewership since 2021 as part of ESPN’s most-watched bowl season in a decade.
“We’re thrilled with the outstanding performance of this year’s Liberty Mutual Music City Bowl,” said Scott Ramsey, president and CEO of the Nashville Sports Council. “The success of this year’s game is a testament to the elite programs that competed, the partnership with our title sponsor, Liberty Mutual Insurance, and the continued growth of Nashville’s reputation not only as Music City, but as a premier sports destination.”
Broadcast on ESPN, the 27th Music City Bowl featured never-before-seen team encounters between the Fighting Illini and Volunteers, a matchup that ended with an Illini victory, sealed by a fourth-quarter 29-yard field goal by David Olano. The event also featured key Liberty Mutual fan activations, including a LiMu Emu coin toss, a Doug-Look-Alike crowd cam and mascot appearances from Liberty Mutual’s Doug and LiMu Emu.
“Liberty Mutual chose Nashville and the Music City Bowl because the city reflects our values — a welcoming, entrepreneurial community with a thriving hospitality sector and rich cultural heritage,” said Jenna Lebel, Liberty Mutual U.S. retail markets chief marketing officer. “As we continue to grow our personal lines business as a top insurer in Tennessee, this partnership supports local businesses and generates measurable economic impact on game day. We were proud to bring fans and colleagues together in Nashville for the 2025 Music City Bowl.”
Additional bowl week festivities included Battle of the Bands on Lower Broadway in downtown Nashville and the team Kick-Off Party at Luke Combs’ Category 10, adding to the city’s lively celebration. The bowl is a holiday tourism staple for Music City and one of the highest-profile non-playoff bowl games, delivering almost $450 million in total economic impact since its inception. Over 27 years, the Liberty Mutual Music City Bowl has welcomed almost 1.5 million fans to Music City, driving tourist spend during what was historically the slowest time of the year in Nashville.
For more information on the Liberty Mutual Music City Bowl and updates on future games, visit www.MusicCityBowl.com.
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Contact
Emily Jimenes, REED Public Relations Account Supervisor, 678-584-3421, emily@reedpublicrelations.com
About the Music City Bowl
The Music City Bowl (501(c)(3) non-profit organization) is an annual post-season collegiate bowl featuring the Big Ten and Southeastern Conferences. Since its inception, the bowl has produced over $400 million in direct economic impact. Distributed nationally to millions of viewers and listeners on ESPN and ESPN Radio, the bowl is Nashville’s holiday tradition. For more information, call the Bowl office at 615-743-3130 or visit the Bowl online at www.MusicCityBowl.com.
About Liberty Mutual Insurance
At Liberty Mutual, we believe progress happens when people feel secure. For more than 110 years we have helped people and businesses embrace today and confidently pursue tomorrow by providing protection for the unexpected and delivering it with care.
A Fortune 100 company with more than 40,000 employees in 28 countries and economies, we are the ninth largest global property and casualty insurer and generate more than $50 billion in annual consolidated revenue.
We operate through three strategic business units: US Retail Markets, providing auto, home, renters and other personal and small commercial lines property and casualty insurance to individuals and small businesses countrywide; Global Risk Solutions, delivering a full range of comprehensive commercial and specialty insurance, reinsurance and surety solutions to mid-size and large businesses worldwide; and Liberty Mutual Investments, deploying more than $100 billion of long-term capital globally across its integrated platform to drive economic growth, power innovation and secure Liberty Mutual’s promises.
For more information, visit www.libertymutualinsurance.com
Contact: Liberty Mutual Insurance Public & Media Relations