AUSTIN -- A study released by the Austin Convention and Visitors Bureau predicts $173 million will be pumped into the Austin economy from Longhorn sports this year.

The research examined all University of Texas sports, including Texas Relays. Of the $173 million projected for this year, $142 million of that figure is from home football games.

The last economic study was conducted in 2001, and it showed University of Texas football generated $89 million in local impact.

"You can see it flow all the way from the guy that is selling hot dogs at the games all the way to the community with the jobs that it represents, and the way the money flows through virtually every business in the community," said Bob Lander, Austin Convention & Visitor Bureau.

When it comes to UT based athletes and sports, Lander says it's tough to measure the positive economic impact that comes from the national media exposure. That includes former Longhorns who competed in the recent Olympics.