More Than 1,200 Industry Leaders Gather as $274.5B Sports Tourism Economy Takes Center Stage

LAS VEGAS (April 24, 2026) – The Sports Events & Tourism Association (Sports ETA), the trade association for the sports events and tourism industry, hosted its 2026 Symposium April a20–23 at Caesars Forum, bringing together more than 1,200 industry leaders for the premier gathering of the sports tourism sector. The event featured dozens of continuing education sessions and high-impact networking opportunities.

“We are grateful to the Las Vegas Convention and Visitors Authority and Caesars Entertainment for hosting and delivering a world-class experience that matched the energy and ambition of this industry,” said John David, President & CEO of Sports ETA. “This year’s Symposium signals a defining moment for the sports events and tourism industry. With stronger data, greater collaboration, and increased global interest, our industry is better positioned than ever to demonstrate its value and drive meaningful economic impact. The work happening here is shaping the next phase of growth for sports tourism.”

Sports ETA Unveils First Unified View of $274.5 Billion Sports Tourism Industry
At the Symposium, Sports ETA unveiled its 2026 State of the Industry Report, supported by Northstar Meetings Group, the first to unify participatory and spectator sports tourism into a single framework. The report confirms sports tourism as a $274.5 billion economic driver, reinforcing its role as one of the most powerful and measurable sectors in the U.S. economy, generating $111.2 billion in direct spending, supporting 1.6 million jobs, and producing $20.5 billion in state and local tax revenue.

The report also highlights the strength of both segments:

• Participatory sports: $149.1B total impact; 227.6M travelers

• Spectator sports: $125.4B total impact; 111.4M travelers
   

International travel continues to grow, with 3.6 million international sports travelers contributing to the U.S. market.

New Sports ETA Board Members Announced at 2026 Symposium
Also at the 2026 Sports ETA Symposium, new officers and board members representing destinations, industry partners, and rights holders were announced.

• Board Chair: Clay Partain, STS, Executive Director, Sports Salt Lake

• Vice Chair & Chair-Elect: Melissa Thompson, Vice President of Bids & External Affairs, Indiana Sports Corp

• Secretary/Treasurer: Ryan Strickland, STS, Chief Operating Officer, Play Treasure Coast Sports

• Immediate Past Chair: Matthew Libber, STS, Executive Director, Maryland SoccerPlex
   

Elected as New Directors are:

• Austin Bennett, Vice President of Championships, National Association of Intercollegiate Athletics

• Ashley Blake, CEO of Spokane Sports

• Patrick Canfield, STS, Senior Director, Development of American Junior Golf Association Experience

• Annie Goff, STS, Director of Sports Sales, Hilton Worldwide

• Joan Kranovich, CMP, CTA, Vice President of Business Growth & Director, Sports QC, Visit Quad Cities

• Eric Olson, Vice President of Sports & Events, Visit Overland Park

• Mathew Ratner, Head of Sports & Entertainment Tourism, Greater Miami Convention & Visitors Bureau

2026 Sports ETA Member Awards Announced
Ten organizations and individuals were honored with the annual Sports ETA Member awards, powered by Team Travel Source, and they are:

Superior Service Award: The Sports Facilities Companies
The Sports Facilities Companies was recognized for its national leadership in developing and operating sports tourism venues that drive economic impact and community vitality. With more than 100 managed properties and $750 million in annual event-driven activity, SFC continues to set the standard for service, innovation, and industry growth.

Event or Program Impact of the Year – Population Below 500,000: Bloomington Minnesota Travel & Tourism
Bloomington Minnesota Travel & Tourism was honored for hosting the 2025 USA Wheelchair Softball World Series, a transformative event advancing inclusion and accessibility in sports. The event delivered both meaningful community impact and measurable economic benefits while elevating adaptive athletics on a national stage.

Event or Program Impact of the Year – Population 500,000 and Above: Kansas City Sports Commission
Kansas City Sports Commission was recognized for WIN for KC’s Women’s Sports Awards, the nation’s largest celebration of National Girls and Women in Sports Day. The event empowers thousands of women and girls annually while driving community engagement and long-term impact through sport.

Event Partnership of the Year – Population Below 500,000: Ann Arbor Sports Commission
Ann Arbor Sports Commission earned recognition for its leadership in developing the USRowing RowFest National Championships and the Ford Lake rowing course. This transformative partnership created a new national-caliber venue and positioned the region as a premier destination for rowing events.

Event Partnership of the Year – Population Over 500,000: Sports San Diego
Sports San Diego was honored for the Rady Children’s Invitational, a first-of-its-kind partnership blending sports tourism with philanthropy and community impact. The nationally televised event elevated pediatric healthcare awareness while generating significant economic impact for the region.

Rising Star Award: Abby Owens of Explore Utah Valley
Abby Owens of Explore Utah Valley was recognized for her rapid and measurable impact on the sports tourism industry early in her career. In just two years, she significantly expanded her destination’s sports market while building innovative programs and strong industry partnerships.

Sports Tourism Organization of the Year – Population Below 500,000: Fox Cities Convention & Visitors Bureau
Fox Cities Convention & Visitors Bureau was honored for delivering a record-breaking year in sports tourism, hosting 264 events and generating more than $14 million in direct visitor spending. Its leadership in partnerships and facility utilization has positioned the region as a premier Midwestern sports destination.

Sports Tourism Organization of the Year – Population Over 500,000: Sports Salt Lake
Sports Salt Lake was recognized for its exceptional growth and leadership, generating more than $196 million in economic impact and over 332,000 hotel room nights in 2025. The organization continues to elevate Salt Lake’s global positioning through strategic event recruitment and community collaboration.

Sports Commission of the Year – Population Below 500,000: Grand Junction Sports Commission
Grand Junction Sports Commission was honored for its strong performance in driving participation growth and economic impact through a diverse portfolio of events. The organization generated $62 million in economic impact while reinforcing its reputation as a premier outdoor sports destination.

Sports Commission of the Year – Population Over 500,000: Kansas City Sports Commission
Kansas City Sports Commission was recognized for its leadership in hosting world-class events and delivering significant economic and community impact. From major NCAA championships to global events, Kansas City continues to set the standard for large-market sports tourism success.

Sports Tourism Strategists Graduates Honored
Nearly 40 sports events & tourism professionals earned their Sports Tourism Strategist (STS) designation, the industry’s leading certification program. They are:

• Stan Adams, Springfield (MO) Sports Commission

• Mike Bell, Visit Topeka Inc

• Ethan Collier, City of Chesterfield Parks, Recreation & Arts Department

• Rachel Dailey, Valley Forge Sports

• Kevin De Lange, Huddle Up Group Consulting

• Jared Fleet, Palm Beach County Sports Commission

• Kristina Hagey, Explore Branson

• Craig Howard, Columbus, GA Sports Council

• Noah Huber, Visit Omaha

• Kristen Krasinskas, Panama City Beach Convention & Visitors Bureau, Inc.

• Eric Launer, Lubbock Sports

• Genesis Leggett, Visit Tallahassee Sports

• Bobby Martin, Augusta Sports Council

• Teri Mazhar, Visit Pearland

• Brittany Magnusson, Rhode Island Sports Commission

• Laura McCullers, Pensacola Sports

• Awbrey Mitchell, Auburn-Opelika Tourism

• Blake Monroe, Visit Clarksville

• Nicole Olivares, Corpus Christi Sports Commission

• Cassie Poss, Fort Worth Sports Commission

• Michael Rapp, Visit Charlotte

• Melissa Roberts, Forsyth County Chamber of Commerce

• Danish Saadat, Virginia Tourism Corporation / Sports Virginia

• Bri Seifert, Visit Fort Collins

• Anthony Sitko, Flint and Genesee Convention and Visitors Bureau

• Karey Stewart, Explore Newnan-Coweta, Inc.

• Jordan Stinson, Destination Toledo CVB

• Nate Sweetman, Visit Sarasota County

• Gerald Taylor, Richmond Region Tourism

• Eric Teisch, Visit Baltimore / TEAM Maryland

• Davis Tutt, Colorado Springs Sports Corp

• Taylor Wheaton, Visit Tallahassee Sports

• Adam Young, Gwinnett Sports Commission

Thanks to our STS sponsor, Fort Wayne Sports.

Three new members inducted into the Sports ETA Hall of Fame
Three leaders in the sports and events tourism industry were enshrined into the Sports ETA Hall of Fame, powered by Albuquerque Sports Commission, at the organization’s annual Symposium in April. The new Hall of Fame members inducted were:

• Tara Green, Principal, Public Realm Strategies, OBJ

• Ray Palmer, President and CEO, Pensacola Sports

• Tammy Dunn, Executive Director, Snohomish County Sports Commission

The Sports ETA Hall of Fame is a lifetime achievement award recognizing long-standing and significant accomplishments in, and major contributions to, the industry trade association, Sports ETA, and the overall sports events and tourism industry. The Sports ETA Hall of Fame was launched in 2017, and there have been seven induction classes with 24 honorees.

Sports ETA and Special Olympics North America announce strategic partnership
Sports ETA and Special Olympics North America (SONA) announced a strategic partnership desig ned to expand opportunities for athletes with intellectual disabilities through the power of sports tourism. The multi-year collaboration will leverage Sports ETA’s national network to increase event hosting opportunities, elevate storytelling and visibility, and connect Special Olympics programs with destinations and industry partners across the country. Together, the organizations aim to grow the reach and impact of Special Olympics, using sport as a catalyst for inclusion, community engagement, and social change.

“Sports has the unique ability to unite communities and create opportunity for all, and this partnership with Special Olympics North America represents the very best of what our industry can achieve,” said David. “By leveraging the power of sports tourism, we are expanding access to competition, while helping to build more inclusive communities and elevate the stories and impact of Special Olympics athletes across the country.”

Sports Legacy Fund Makes a Financial Contribution to Nevada Youth Sports Community Impact Fund
Sponsored by Sports Milwaukee, the Sports Legacy Fund, the philanthropic arm of Sports ETA, continued its commitment to supporting inclusive community programs by donating $16,500 to the Nevada Youth Sports Community Impact Fund during the 2026 Sports ETA Symposium. The donation will support youth athletes across Nevada by removing barriers to participation and investing in their physical, mental, and academic development.

The Nevada Youth Sports Community Impact Fund is a transformative initiative focused on empowering young athletes through four key pillars: partnerships with trusted nonprofits, mentorship and academic development, financial assistance for families in need, and coaching education.

“The Nevada Youth Sports Community Impact Fund represents the true power of sports to change lives,” said David. “We are proud to support a program that not only expands access to sports, but also invests in the overall well-being, leadership, and future of young athletes across Nevada.”
 

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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 rights holders. Sports ETA is committed to the success of more than 800 member organizations and 2,400 sports tourism professionals. We promise to deliver quality education, ample networking opportunities, and exceptional event management and marketing know-how to our members to protect the integrity of the sports events and tourism industry.  For more information, visit SportsETA.org.