Study shows Steelers are dominant entertainment brand in Pittsburgh region

A study by logistics firm Trajektory showed the Steelers “dominate” the Pittsburgh region “more than any other sports and entertainment property,” according to Mike Larson of the PITTSBURGH BUSINESS TIMES. The study showed that the Steelers “account for nearly 50% of global online mentions of the city and region.” That means when anyone around the world talks about Pittsburgh online, “almost 50% of the time they are talking about the Steelers.” The team is “so well known around the globe, it actually has a chance to be an economic engine for driving growth outside of the sports sphere.” Steelers EVP/Strategy David Morehouse said, “As we’re trying to attract investment in Pittsburgh, those impressions translate into people knowing about Pittsburgh.” Larson writes the study showed the Steelers “rank No. 3 in the league” in terms of engagement, behind the Chiefs and the 49ers. With 114.2 million social media engagements, the Steelers “dwarf the engagements” of the Penguins (36.3 million) and Pirates (18.1 million). Allegheny Conference on Community Development Chief Growth Officer Matt Smith said that the Steelers’ “global reach is a tool the region hopes to use to help draw attention to the region.” Smith said they are bringing corporate leaders from the Pittsburgh region “over to Ireland” for the team’s game in Dublin this season, and they are “going to communicate with Irish-based companies what the value proposition is for the Pittsburgh region” (PITTSBURGH BUSINESS TIMES, 9/10).