Photo by Mitch Garrison.

2.4 million viewers tuned in on Friday, June 6, to view ESPN’s most-watched NCAA softball game ever as the University of Texas Longhorns clinched the 2025 championship. Last year’s NCAA baseball title game averaged 3.34 million viewers, the second-most watched on record as the University of Tennessee took the crown. Beyond viewership, the College World Series—with the women’s held annually in Oklahoma City and the men’s in Omaha—are deep-rooted economic anchors in their respective states. These tournaments generate millions in economic impact for their local communities, and act as a uniting force for the community identity. As Oklahoma City winds down from a thrilling Women’s College World Series and Omaha gears up for a contentious men’s series, the consistent economic returns show why investing in tradition and infrastructure pays off.

A Tale of Two Championships: Historical Context

The inaugural NCAA Division I Women’s Softball Championship took place in 1982 in Omaha, Nebraska. By 1997, the tournament had moved to Oklahoma City, which has since become synonymous with elite softball. The newly renamed Devon Park, formerly the USA Softball Hall of Fame Complex, is home to three fields, a stadium and a museum, and is the beating heart of the action. In 2024, Oklahoma City invested $27.5 million into complex upgrades, including 4,000 new seats, signaling Oklahoma City’s long-term commitment to the Women’s College World Series. Devon Park, nicknamed the Softball Capital of the World, invested in stadium infrastructure to meet the rising demand for softball, recognizing that the growth in both in-person attendance and broadcast viewership is an opportunity for continued strategic investment. The Los Angeles 2028 Olympic organizing committee has recognized these investments, so much so that Olympic softball will compete at Devon Park.

The inaugural NCAA Division I Men’s Baseball Championship dates back to 1947 in Kalamazoo, Michigan, but found its permanent home in Omaha in 1950. The Men’s College World Series is a pillar of Omaha’s identity, culture and tourism economy, as the local organizing committee puts it, “This is a story of how the people of Omaha, its business leaders, city officials and volunteers, embraced the Series and teamed up with the NCAA to make it grow.”

The Women’s College World Series: Economic Muscle in Oklahoma City

The Women’s College World Series generates an estimated $25 million to $35 million for Oklahoma City’s economy each June. The 2025 Women’s College World Series, an All-Texas matchup, saw the University of Texas Longhorns defeat the Texas Tech Red Raiders. Supported by well-funded programs, with the Texas Tech Red Raiders ranking 10th and the Texas Longhorns ranking 12th in 2023-2024 softball program spending, the returns on the team’s investments were clear in the tournament outcome.

The momentum of college softball is also visible in player contracts and ticket revenue. Texas Tech star pitcher NiJaree Canady, who threw every pitch in the Red Raiders 2025 Women’s College World Series run, recently signed her second million-dollar Name, Image and Likeness (NIL) contract. Furthermore, University of Texas and Texas Tech both reported year-over-year growth in ticket sales, demonstrating the payoff from their significant investments in the sport. 

In addition to the economic impact for participating teams, the host city thrives during the tournament. Hotel bookings, restaurant sales, retail shopping and staffing all spike as the games begin. Each subsequent year of the Women’s College World Series is considered “bigger, better and brighter,” and Oklahoma City residents understand the impact of the tournament, as voters backed bond funding to support stadium renovations. Devon Park is locked in as the host site through 2035, a contract the city fully intends to renew. 

The Men’s College World Series: Omaha’s Pride and Economic Engine

The Men’s College World Series brought $115 million dollars to Omaha in 2024, up from $88.3 million in 2019—30% growth over five years. This year’s tournament, celebrating its 75th anniversary, kicked off on June 13th and features eight teams, none of which reached the finals last year. Half hail from heartland universities, with Murray State, Louisville, LSU and Arkansas setting up for a deeply regional and highly anticipated showdown. 

The excitement translates directly to economic impact. In 2024, 75,000 hotel room nights were booked during the tournament, generating $3.5 million in local taxes alone. Visitors supported over 22,000 jobs as they flooded restaurants, caught rides to the Charles Schwab Field, bought merchandise and explored the city.

Charles Schwab Field, built in 2011 for $131 million, was a calculated investment that has more than paid off. The stadium hosts 25,000 fans per game and opening weekend is as much a community celebration as it is a sports event. Local Omahans hold season tickets, businesses roll out the welcome mat for college baseball fans and volunteers orchestrate the event year after year. The “Road to Omaha” proves to be more than a marketing slogan as the NCAA has no plans to move the event elsewhere— it is a civic tradition, a source of pride and a uniting phrase for heartlanders and those visiting Omaha for the very first time. 

More Than Softball and Baseball

From heartland roots to national broadcasts, the Women’s and Men’s College World Series are more than sport. These games are major economic development drivers, tourist attractions and community binders for the heartland. Oklahoma City and Omaha have fostered immense regional pride, empowered collegiate sports and supported local hospitality sectors. The Women’s College World Series of Oklahoma City and the Men’s College World Series of Omaha prove how strategic infrastructure investments supported by community partnership can transform sporting events into enduring economic institutions.