CINCINNATI (May 14, 2026) — Sports ETA, the leading authority for the sports events & tourism industry, announced the launch of Active Insight, powered by EventConnect, a next-generation, AI-driven data intelligence platform designed to transform how industry stakeholders access, interpret, and apply event and travel data.

Developed in strategic partnership with EventConnect, Active Insight represents the evolution of The Pulse, a data platform first introduced in 2020. The enhanced solution leverages an expanded dataset of more than five million verified traveler records, combined with advanced analytics and emerging large language model (LLM) capabilities, to deliver deeper, more actionable intelligence for destinations, rights holders, and tournament organizers.

Purpose-built for the sports events ecosystem, Active Insight provides real-time visibility into event performance metrics, hotel demand patterns, booking behaviors, travel trends, pricing dynamics, and participant insights. The platform enables stakeholders to align strategies, strengthen event planning, optimize scheduling, and make more informed, data-backed decisions.

“This is a significant step forward in how our industry leverages data,” said John David, President & CEO of Sports ETA. “Active Insight is not just about access to information, it’s about delivering meaningful, data-driven answers to the questions our members are asking every day. From event timing and pricing strategy to understanding attendee behavior, this platform provides a new level of clarity and confidence in decision-making.”

The initial release of Active Insight will provide users with curated dashboards and key industry data points. A future phase will introduce enhanced, member-exclusive functionality, allowing users to interact directly with the platform through natural language queries, enabling them to ask specific questions and receive tailored insights in real time.

“When destinations and rights holders operate from a shared data foundation, collaboration becomes more strategic and outcomes become more predictable,” said John D’Orsay, Chief Executive Officer of EventConnect. “Active Insight provides the industry with a unified intelligence platform that helps partners align expectations, refine pricing strategies, and make more informed event planning decisions.”

Market intelligence highlights available through Active Insight include:

• Booking Behavior Trends: How far in advance participants are registering and securing accommodations, and how those patterns are shifting over time.

• Travel Profile Analysis: Where participants are coming from and how far they are traveling to attend events.

• Pricing Sensitivity: How rate changes impact booking behavior and overall event participation.

• Stay Patterns: Average length of stay and how event structure influences overnight demand.

The launch comes at a time when destinations and rights holders face increasing pressure to quantify performance, optimize event timing, and respond to rapidly evolving traveler expectations.

For more information about Active Insight, visit SportsETA.org/resources/active-insight.

About Sports ETA
As the leading authority and unified voice for the sports events and tourism industry, Sports ETA represents more than 800 member organizations and 2,400 industry professionals nationwide. The association advances the industry through trusted research, professional development, advocacy, and premier events that drive economic impact and professional excellence across the sports tourism ecosystem. For more information, visit SportsETA.org.

About EventConnect
Founded in 2013 to empower youth sports through technology, EventConnect is a privately held sports technology company that pioneered integrated event registration and housing solutions. The company supports more than 9,000 events annually across 800 cities, working with 30,000 hotel partners and 350 industry organizations. EventConnect delivers proprietary technology and dedicated service solutions that help event organizers operate more efficiently and enhance the participant experience. For more information, visit eventconnectsports.com.

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Jackie Reau
Game Day
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