It’s no surprise that the buzz around Lane Kiffin’s football program at Ole Miss has elevated, and the numbers are proving such. This past season, Rebel home games generated more than $325 million in economic impact, a report from Visit Oxford reveals.
During the 2024-25 campaign, Vaught-Hemingway Stadium welcomed multiple record-breaking crowds as Ole Miss fielded arguably the most talented roster in program history. Rebel faithful showed up in droves to watch Jaxson Dart, Tre Harris, Jordan Watkins, JJ Pegues, Suntarine Perkins, and other fan favorites in action.
Fans broke the single-game attendance record four times, combining for 471,601 visitors in the fall of 2024 — the largest on record. On November 9, a record 68,126 fans watched the Rebels defeat No. 3 Georgia in the rain. To nobody’s surprise, visitors spent over $71.6 million across the city, the most spent during a game day in Oxford this past season.
The result throughout the year was a significant boost in revenue acquired by local restaurants, hotels, and various businesses as the excitement surrounding the program was at an all-time high.
“We are blessed to reside in one of best towns in the country, and it’s exciting to see how our athletics success enriches the economic growth and quality of life in our community,” Ole Miss Athletics Director Keith Carter said. “We appreciate the collaboration with our campus and city partners in making game days the bucket list experience they have become. We look forward to our continued partnership with community leadership to ensure sustained success.”
Per tax diversion reports released this month, the beloved college town’s food and beverage tax revenue for November 2024 spiked 18.37% compared to the same time in 2023. Comparing November 2024 to November 2023, Oxford’s sales tax total spiked by 7.97% and the hotel tax total also jumped 6.75%, highlighting how the wildly popular football team spurred economic growth.
“From packed hotels and restaurants to thriving local shops, each game weekend fuels our economy, strengthens small businesses, and showcases the unmatched spirit of our community,” Visit Oxford Executive Director Kinney Ferris said. “This milestone underscores how vital Ole Miss football is to Oxford’s vibrancy and growth.”
Ole Miss fell just short of making a debut in the inaugural 12-team College Football Playoff and ended the year with a 10-3 record, marking the first time in more than 60 years that the team has reached the 10-win benchmark in consecutive seasons. The team ended the campaign with a 52-20 win over Duke in the TaxSlayer Gator Bowl.
