ANNAPOLIS, MD (September 25, 2025) – Sports events and tourism professionals — including nearly 90 first-time participants and 50 first-time Sports ETA event attendees converged in Annapolis this week for the 2025 Sports ETA 4S & Rights Holder Summit, held September 23–25 for three powerhouse days focused on Strategies, Services, Sales, and Sponsorships in sports events and tourism. Attendees gained cutting-edge insights from icons of sports business and military leadership, forged valuable partnerships, and explored the future of sports tourism together.

Attendees were treated to a rare, behind-the-scenes conversation with baseball legend Cal Ripken, Jr. — Hall of Fame shortstop and member of the Baltimore Orioles ownership group. Ripken headlined a powerhouse keynote lineup that also featured MLB Network’s Melanie Newman, Brave Enterprises founder Crista Samaras, and Baltimore Ravens Director of Player Engagement Jameel McClain. Together, these leaders delivered insights on perseverance, innovation, and building winning cultures.

“The 4S Summit is where the best minds in sports events and tourism come together to learn, innovate, and celebrate the incredible work happening across our industry,” said John David, President & CEO of Sports ETA. “From thought-provoking keynotes and forward-looking business strategies to the exchange of ideas that strengthen our members’ destinations and events, this week showcased the power of knowledge-sharing and collaboration. The energy and expertise on display prove why the 4S Summit is the place to be for anyone serious about shaping the future of sports tourism.”

Sports Tourism Strategists Visit Historic U.S. Naval Academy

One of the most talked-about moments of the 2025 4S Summit was an exclusive Sports Tourism Strategist (STS) certification course held inside the prestigious United States Naval Academy — a venue few civilians ever experience in this way.

Members pursuing their Sports Tourism Strategist (STS) designation took part in “Character in Sports: Building Teams, Cultures and Communities,” an immersive leadership course taught by Lt. Cmdr. Tom Van Dam, a 20-year Navy helicopter pilot and former Military Professor of Leadership at the Academy. Against the backdrop of one of America’s most storied military institutions, attendees explored how the Navy builds resilient teams and powerful cultures — then translated those lessons to their own organizations and communities.

The STS certification continues to set the standard for professional development in sports events and tourism, offering forward-thinking, real-world content that helps leaders strengthen destinations, create thriving event cultures, and drive industry innovation.

Celebrating Industry Excellence — 2025 Sports ETA Member Awards

The Sports ETA Member Awards — the most prestigious recognition in sports tourism — honored four destinations for their groundbreaking marketing and branding work:

• 2025 Destination Branding & Marketing Campaign of the Year – Population 500,000+: Dallas Sports Commission
  • Its “A Decade Well Played” anniversary campaign delivered a year-long digital-first effort that elevated Dallas’s profile, increased new users on DallasSports.org by 45%, grew its email database by 32%, and generated powerful media coverage.
• 2025 Destination Branding & Marketing Campaign of the Year – Population Under 500,000: Spokane Sports Commission
  • The bold “Fifth Season” brand redefined Spokane as the Pacific Northwest’s home for indoor track, generating 11,000+ room nights and transforming the winter sports identity of the region.
• 2025 Event Marketing Campaign of the Year – Population 500,000+: Destination DC & Events DC
  • Their integrated campaign for WorldPride DC 2025 fueled 1.2 million attendees, $310.7M in economic impact, $1.07B in media value, and global visibility for DC’s “There’s Only One DC” brand.
• 2025 Event Marketing Campaign of the Year – Population Under 500,000: Visit Wichita
  • The powerful campaign for the Prevagen U.S. Figure Skating Championships drove $4M+ economic impact, $1M+ in ticket sales, and nearly 500M earned media impressions, while inspiring 1,400 sixth graders to experience the event for free.

The 4S Summit was hosted by Visit Annapolis & Anne Arundel County and Maryland Sports Commission with Team Travel Source serving as the Official Member Awards Sponsor. Event Pipe and Team Travel Source served as the Official Housing Partners. The event was sponsored by Fort Worth Sports Commission, Florida’s Sports Coast, Visit Myrtle Beach, TeamIP, Sports Richmond, Fastbreak AI, Meet Boston, Visit Knox Sports, Playbook 365, Visit Baltimore, Maryland’s Coast Worcester County Recreation & Parks, Visit Howard County Maryland, Mid-Atlantic Amateur Sports Alliance, Ocean City Maryland, Maryland SoccerPlex, Maryland’s Wicomico County and Visit Hagerstown & Washington County Convention and Visitors Bureau.

Why You Can’t Miss the Next 4S Summit

With record first-time attendance, powerhouse speakers, cutting-edge certification courses, and the industry’s most prestigious awards, the 4S Summit continues to set the standard for professional education and growth in sports events and tourism.

Missed Annapolis? Don’t miss the next one — where careers accelerate, partnerships form, and the future of sports tourism is shaped. Mark your calendars for the 2026 4S Summit – October 12 – 14 in Fort Worth, TX.

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About Sports ETA

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Representing more than 750 member organizations and 2,400 professionals, Sports ETA delivers unmatched education, networking, and marketing expertise to strengthen and protect the integrity of sports events and tourism worldwide. For more information, visit SportsETA.org.

Media Contact:

Jackie Reau, Game Day
(513) 708-5822 | jreau@gamedaypr.com