The NFL Pro Bowl, which has been played in Hawaii for decades with the exception of two brief absences, will return to the isles next year.
However, beyond that there’s speculation that the game could move to a location with more of a Latin flair.
The Hawaii Tourism Authority reported in April that it had secured a $5 million contract for the Pro Bowl to return to Hawaii in 2016 and that its agreement with the NFL would allow the option for Hawaii to host the game again in 2017. But reports from the Associated Press and Fox Sports indicated Monday that in 2017 Pro Bowl players might be saying "ola" (hello) to Brazil and aloha (goodbye) to the isles.
"The 2016 Pro Bowl will be played in Hawaii … and we are very excited about that," NFL spokesman Michael Signora told the Associated Press on Monday. "For 2017 and beyond, we are studying the future of the Pro Bowl. Brazil, an area with a growing number of NFL fans, as a possible host is one of the ideas that seems to hold a lot of appeal for additional analysis."
The Associated Press reported that Brazilian interest in the sport has ramped up in recent years, particularly in television viewership. On the flip side, viewership for the Pro Bowl in Hawaii has been declining, leading to HTA losing the game in 2015 to Arizona and in 2010 to Miami. Then there was that infamous quotation from former Gov. Neil Abercrombie in 2011 saying that if he had his way he would stop paying the NFL millions to bring the game to Hawaii.
"This happens to be an easy target because it is so stupid," Abercrombie said during a news conference on early childhood education. "You can’t do things like give $4 million to a $9 billion football industry and not give money to children."
Despite those statements, the game did return to Aloha Stadium in 2012, and it will be played in Honolulu on Jan. 31, the Sunday before the Super Bowl. A new format for the Pro Bowl, which includes a player draft that is televised live from Hawaii, is expected to create additional buzz leading up to the game and more coverage of the Hawaiian Islands.
"The NFL Pro Bowl has called the Hawaiian Islands home for more than 30 years, and the Hawaii Tourism Authority looks forward to welcoming the NFL players, their families and the fans back to the Hawaiian Islands next year for the 2016 NFL Pro Bowl," said David Uchiyama, HTA vice president of brand management. "We look forward to continuing to work with the NFL to secure the Hawaiian Islands as the host for future NFL Pro Bowl games."
While the NFL may not be sold on bringing the game back to Hawaii, the HTA has historically viewed the event as a win for Hawaii’s tourism and its economy.
According to the HTA, the 2014 game contributed an estimated $71.9 million in direct visitor spending in the state, not including the production costs of the game and events surrounding Pro Bowl week, which was estimated to generate an additional $15.7 million. HTA reported that the 2014 Pro Bowl attracted 47,270 attendees and reached 11.4 million viewers across the U.S., making it the most watched all-star game in the nation, resulting in more than $200 million in media value. However, those ratings were reportedly more than a half-million fewer than the 12.2 million viewers it attracted in 2013 and the 12.5 million it garnered in 2012.
