What happens when you combine the high-octane energy of NASCAR with the timeless tradition of Major League Baseball?
Tomorrow, Bristol Motor Speedway will answer that question as it transforms from raceway to ballpark for the MLB Speedway Classic, a first-of-its-kind matchup between the Cincinnati Reds and Atlanta Braves.
This isn't just a game. It’s a visionary hybrid sports event that blends two iconic fanbases, two powerhouse leagues, and a destination bold enough to dream big.
🚧 The transformation: From oval to diamond, with more than 18,000 tons of gravel, synthetic turf, and custom-built clubhouses, all inside NASCAR’s "Last Great Colosseum."
🤝 The collaboration: MLB, NASCAR, and the Tennessee Department of Tourist Development working together to create an unforgettable fan experience.
🎤 The festival: A full lineup of concerts featuring Tim McGraw, Pitbull, and Jake Owen, plus food trucks, fan zones, carnival rides, ...
Welcome to the July 2025 edition of the Sports ETA Facility Showcase! This month, the spotlight is on the National Sports Center in Blaine, Minnesota. Keep reading to the end for the “Key Difference Maker” as this insight can add perspective to your own facility.
The National Sports Center - A Generational Project
Not far from the mighty Mississippi river north of Minneapolis, the world’s largest amateur sports facility resides in Blaine, MN. With over 4 million annual visitors, the 700-acre National Sports Center in Blaine, Minnesota, stands as the world's largest amateur sports facility. Its extensive amenities include more than 50 soccer fields (17 of which are turf -- the most in the US!), eight ice rinks, an 18-hole golf course, and a training facility for Minnesota United. The center is also home to the annual USA Cup Soccer Tournament, which draws over 16,000 players from around the globe. The facility's origins trace back to a 1980s s...
Sports ETA New Board Leadership
Maryland SoccerPlex’s Matt Libber appointed Board Chair
CINCINNATI (July 01, 2025) – Sports ETA, the only trade association in the sports events and tourism industry created by members, for members, today announced the official start of terms for its newly elected Board of Directors leadership and the appointment of four additional board members. This member-led structure is at the heart of what makes Sports ETA unique—an organization built to serve, support, and advance the very community that powers it. The board members were elected by the association’s membership during the 2025 Sports ETA Symposium held in April. Their terms begin today, July 1, 2025.
Matt Libber, STS, Executive Director of the Maryland SoccerPlex, has been elected as the new Board Chair.
Clay Partain, STS, Chief Sports Officer of Visit Salt Lake, has been named Vice Chair.
Melissa Thompson, Vice President of Bids and Exter...
The latest Playbook is out now -- Sports ETA members should have received a printed copy in the mail, but you can always read online too!
Not sure how to tackle the STS Certificate Program? We've created a sample timeline to help you stay on track - from enrollment to final course completion.
Whether you're pacing yourself over several months or diving in headfirst, this roadmap gives you a clear view of what to expect and how to plan your progress.
Start smart. Stay focused. Earn your STS with confidence.
Download Sample STS Timeline and Course Path.
This white paper explores how sports commissions are leading the charge by using data and partnerships to deliver events that boost local economies, reduce environmental impact, and create lasting community value.
Key Takeaways in This Report
Partnerships are powerful: Sports commissions drive sustainability by connecting local vendors, nonprofits, and rights holders to collaborate on shared goals.
Data fuels smarter events: Tracking metrics like waste, energy use, and community impact helps optimize planning and prove sustainability outcomes.
Sustainability is a competitive edge: Eco-conscious practices strengthen RFPs, attract major events, and enhance a destination’s appeal.
Local impact matters: Sustainable events support local businesses, create green jobs, and keep economic benefits in the community.
Legacy goes beyond the event: Community engagement, education, and long-term initiatives help build resilience and leave lasting value...
More than 1,100 Sports Events & Tourism Professionals Gather for Industry’s Premier Event
TULSA, OKLAHOMA (April 18, 2025) – Sports ETA, the leading trade association for the sports events and tourism industry, hosted its largest-ever Symposium in Tulsa, Oklahoma, April 14–17 at the Arvest Convention Center. The record-breaking event welcomed more than 1,100 industry professionals for four days of education, networking, and business development opportunities.
“We are incredibly grateful to the team in Tulsa for their outstanding hospitality and partnership in hosting this year’s Symposium,” said John David, President & CEO of the Sports Events & Tourism Association. “The energy and engagement throughout the week underscored the strength and growth of our industry. From meaningful conversations on emerging trends to impactful education and networking, it was a fantastic week in a truly great American city.”
S...
Top 10 States by Economic Impact of Spectator Sports Tourism in 2024 Announced
TULSA, OKLAHOMA (April 16, 2025, 1 PM CT) – Sports ETA, the trade association for the sports events and tourism industry, released its latest State of the Industry: Spectator Sports Tourism report, spotlighting the impact of spectator sports tourism across America. The 2024 study revealed that spectator sports tourism generated $47.1 billion in direct spending, powering a total economic impact of $114.4 billion and supporting 664,860 full-time and part-time jobs across the country. It also contributed $8.5 billion in state and local tax revenues. The new data shows that 109.7 million non-local attendees traveled 50 miles or more to attend sporting events in 2024, with 63.5 million staying overnight.
The study was conducted by Tourism Economics, with support from Northstar Meetings Group, the presenting sponsor of the association’s annual “State of the Industry&rdqu...
CINCINNATI (For Immediate Release) – The Sports Events and Tourism Association (Sports ETA), the trade association for the sports events and tourism industry, is pleased to announce a new partnership with 3STEP Sports, one of the nation's largest and most connected youth sports club and event operators.
As part of the collaboration, Sports ETA will work alongside 3STEP Sports to generate awareness of its next generation foundation for athlete development, sport leadership, and community engagement.
The partnership will bring 3STEP’s club and event brands, serving 1.5 million athlete participants in nine sports across the country, access to valuable resources and insights to empower its connected team of industry leaders and elevate industry standards.
“We are excited to partner with 3STEP Sports to showcase their impact on the youth sports community,” said John David, President and CEO of Sports ETA. “This partnership allows us to ...
Welcome to the March 2025 edition of the Sports ETA Facility Showcase! This month, the spotlight is on eastern Virginia’s Henrico Sports & Events Center in the metro Richmond, VA area. Keep reading to the end for the “Key Difference Maker” as this insight can add perspective to your own facility.
Behind-the-Scenes Innovation
The centerpiece of the Henrico Sports & Events Center (HSEC) is a state-of-the-art, center-hung Daktronics video board. This colossal display serves as a dynamic hub of information, delivering real-time game statistics, instant replays, and captivating visuals to enhance the spectator experience. The video board's high-resolution imagery and vivid colors ensure that every fan, regardless of their seating location, can feel intimately connected to the action at the Center.
Complementing the video board's capabilities is an AV Control Room, a nerve center that orchestrates the seamless integration of audio and ...