March Madness at United Center Boosts Chicago Businesses

Sweet 16 and Elite 8 games draw fans from across the Midwest, fueling local restaurants and attractions.

Mar. 28, 2026 at 4:41am

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The NCAA Tournament's Sweet 16 and Elite 8 games being held at the United Center in Chicago this weekend have brought a surge of basketball fans to the city, providing a significant economic boost to local businesses. Fans from Michigan, Alabama, Tennessee, and Iowa have flooded the area around the arena, visiting restaurants, museums, and other attractions during their stay.

Why it matters

Events like the NCAA Tournament are crucial for Chicago's economy, drawing in thousands of out-of-town visitors who spend money at local businesses. The influx of Midwestern teams like Michigan, Iowa State, and Tennessee has been particularly beneficial for restaurants and bars near the United Center that cater to these loyal fan bases.

The details

Fans from across the country packed the United Center on Friday night for the Sweet 16 and Elite 8 games. Among them were Henry Devore and his father, Michael, from Knoxville, Tennessee, who took in the sights of Chicago beyond just the basketball games, visiting the Field Museum and Sluggers. Other fans, like Matt and Emma Lembke from Birmingham, Alabama, planned to visit the Art Institute after watching their team, Alabama, take on Michigan. Businesses like the Billy Goat Tavern, a Chicago institution, saw a significant boost in customers due to the tournament.

  • The NCAA Tournament's Sweet 16 and Elite 8 games are being held at the United Center in Chicago this weekend (March 28-29, 2026).
  • The college basketball action in Chicago concludes on Sunday, March 29, 2026, with an Elite 8 matchup.

The players

Henry Devore

A fan from Knoxville, Tennessee who attended the Sweet 16 and Elite 8 games at the United Center with his father, Michael.

Michael Devore

The father of Henry Devore, who traveled from Knoxville, Tennessee to attend the NCAA Tournament games in Chicago.

Matt Lembke

A fan from Birmingham, Alabama who attended the Sweet 16 game between Alabama and Michigan, and planned to visit other Chicago attractions like the Art Institute.

Emma Lembke

The wife of Matt Lembke, who accompanied him from Birmingham, Alabama to attend the NCAA Tournament games in Chicago.

Gail Doherty

The manager of the Billy Goat Tavern, a popular Chicago restaurant that saw a significant boost in business due to the influx of fans for the NCAA Tournament games.

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What they’re saying

“Chicago's my favorite major city, and when we found out the Vols were playing here, we thought it was a perfect opportunity to make the trip.”

— Michael Devore, Fan from Knoxville, Tennessee

“We're going to go to the Art Institute and hopefully come back here on Sunday.”

— Matt Lembke, Fan from Birmingham, Alabama

“If we didn't have that down there, we wouldn't be as busy tonight.”

— Gail Doherty, Manager, Billy Goat Tavern

What’s next

The college basketball action in Chicago concludes on Sunday, March 29, 2026, with an Elite 8 matchup between Michigan and the winner of the Iowa State vs. Tennessee game in the Sweet 16.

The takeaway

The NCAA Tournament's presence in Chicago has provided a much-needed economic boost to local businesses, particularly restaurants and attractions that cater to the influx of out-of-town fans. This event highlights the importance of major sporting events for driving tourism and supporting the city's economy.