Welcome to Volume 5, Issue 4 of PUSH Magazine! We continue to explore the fast-growing sports tourism industry, which is quickly evolving to deliver richer, more immersive experiences to athletes and visitors across the United States. December promises to be a lively month for professional sports: NFL divisional rivalries are intensifying, college basketball is underway, the collegiate bowl season has begun, and NBA and NHL seasons are well underway. Fans aren’t just showing up for games; they are diving into multi-day sports experiences designed to bring them closer to the action.
A key trend in reshaping the landscape is the rise of interactive sports tourism packages. More than ever, spectators want VIP stadium tours, behind-the-scenes access, and meet-and-greet opportunities that turn a trip to the game into a once-in-a-lifetime experience. Large market cities are creating “fan journeys” beyond stadium walls, offering everything from fantasy camps to locker room tours.
We are seeing the launch of exclusive packages that give fans field access and a premium experience, an approach many teams are eagerly adopting. This professional sports model can also work for grassroots events to occupy a visitor’s time away from the action while a tourist explores a destination.
Regional and State pride are also playing a big role in sports tourism, as destinations are partnering more and more to “talk shop” on the latest industry trends, determine co-ops that make sense and reduce costs for specific experiences, and determine Regional and State strategy.
Another game-changer? Technology. We see existing sports tourism technology companies expand their offerings with new and updated services to attract national governing bodies, event rights holders, facilities, and even destinations. However, many will hit a crossroads soon enough. Without a significant influx of new event rights holders, they’re all chasing the same dollar.
Eco-consciousness continues to shape sports tourism. Venues are setting new sustainability standards, from zero-waste policies to renewable energy, as more visitors and teams commit to greener practices.
In this issue, we’ll look at these trends and more, displaying how sports tourism is redefining travel. Whether you’re a seasoned industry veteran or within your first five years, this issue will provide you with opportunities to connect, explore, and celebrate the spirit of sports tourism.
Enjoy the journey!
X Matt Dunn
DESTINATION SPOTLIGHT Mat Ratner
What circumstances led you to begin working at the Greater Miami CVB?
Like many people, I was in the right place at the right time. I worked in athletics communications at Florida International University from 2009 to 2013, where I met my former boss. He left to lead the Miami-Dade Sports Commission, and because of the relationship we forged at FIU, he told me to sit tight, and when the time was right, he would bring me over. He kept his word.
I’ll be honest: I barely knew what a sports commission or a CVB was when I took the job, but I knew I was ready for a new challenge. A few years in, we merged with the GMCVB and became a full-fledged department with a bigger engine behind us. Fast-forward almost 13 years, and here we are today.
see steady numbers year-round. Our summer months are winter in South America, so we see steady business on the leisure side. With that being said, if you’re an event organizer looking for a home for your event in the summer, give us a call! There’s a home for you in Miami. :-)
Describe why the Greater Miami CVB events are so meaningful to you.
Day in and day out, I see what events mean to the local community. We’re blessed to have great professional franchises who help us bring events to the destination and leave a legacy and impact on Miami-Dade.
Now more than ever, they give back to the community when a major event comes to town. You see youth programs and sustainability initiatives being created because of the generosity of the Orange Bowl Committee, NFL, MLB, NBA, NASCAR, FIFA, and many organizations that call Miami home.
Mat, you are known in the industry as someone who succeeds at bringing large-profile events to the Greater Miami area. Your commitment to these high-profile clients is second to none. In what ways has your passion led to increasing the overall book of business within the Greater Miami CVB sports tourism effort?
We can’t do what we do without our incredible partners throughout Greater Miami and Miami Beach. The relationships we’ve forged over the years are the driving force behind bringing major events to the destination.
We pride ourselves at the Greater Miami CVB in providing our partners with the best customer service, showing our attention to detail.
Not many employees stay at an organization for more than 10 years, and that’s the norm here at the CVB. I think that gives our partners and clients the reassurance needed that we will be here from start to finish and that they will be successful when they are in Miami-Dade.
How do you manage the workload for these high-profile events and the intense travel demands on your position?
We have the best team here at the GMCVB. It starts with my team in sports tourism who are always up for any challenge! We’re a small but mighty sports department of three with Amanda Ford and Alex Novy, but we get things done. I couldn’t do it without them.
We also have a fantastic support system throughout the GMCVB, from staff to our board of directors. If there is a big sporting event in town, it’s all hands on deck throughout the organization to step up and help wherever it is needed. We truly are a family here.
What was the most significant moment you experienced thus far as the Greater Miami CVB’s sports tourism lead?
Sometimes, I have to pinch myself when I look back and think of my amazing experiences because of this career. Not only has our organization been the driving force behind bringing some of the biggest sports and entertainment events in the world to Greater Miami and Miami Beach, but I’ve also been blessed to be in attendance and share the experience with colleagues, family, and friends. That’s what it’s all about.
In what way, or ways, are you a different person today because of your experience working at the Greater Miami CVB?
For one, my hairstyle hasn’t changed, but my beard is a little grayer! HaHa … Every day is a new experience in this business. I’ve learned so much in my tenure here, and I’m excited to continue learning and growing.
What advice would you give to others who find themselves in a situation like yours?
While this industry may seem vast and daunting, it is a very close community. Talk to as many people as possible and create relationships because you never know where you will wind up or, who you can help or who can help you. Be genuine… stay connected… offer help… you never know who’s watching …
What would “today Mat” share with “first day on the job Mat?”
Personally, I wouldn’t change a thing or tell myself anything different. I’ve always been my authentic self, and I take pride in that. I hope everyone out there has seen that throughout this journey.
What goals do you have personally and for the Greater Miami CVB in 2025?
Personally, I will keep enjoying life, traveling, and spending time with the people who make me happy… also, I need to play more golf!
Professionally, we must keep going and not take our foot off the gas. We have such momentum leading up to 2026, which is going to be a banner year for Greater Miami and Miami Beach.
The Club World Cup will be a lot of fun in the summer of 2025 and will give everyone a taste of what to expect for the World Cup in 2026. In 2026, we kick the year off with the College Football National Championship and the Miami Marathon in January.
In March, we have our NASCAR race in Homestead, the Miami Open and the return of the World Baseball Classic… then we have F1 in May and the FIFA World Cup in June and July.
I didn’t even mention half of the amazing sports and arts and culture events we have throughout the destination on an annual basis. We also have a couple of surprises that we will announce in the coming months so stay tuned!
5 Travel Tips to Remember Before Your Next Trip
From booking flights to early hotel check-ins, here’s some advice from travel experts.
As you plan your next vacation and the excitement builds, there are a few essential tips to remember to ensure a smooth and enjoyable trip.
Plan and Book in Advance
Booking travel early is one of the best ways to secure great deals and options. It’s also wise to purchase travel insurance to reduce stress. With flight cancellations and delays becoming more common, having insurance can save you money and provide peace of mind. Planning ahead makes you more likely to enjoy a hassle-free trip and avoid last-minute expenses.
Be Smart About Airfare
To avoid overpaying for flights, use tools like Skyscanner or Google Flight Alerts to monitor ticket prices. These platforms can help you track fare changes and secure the best flight price. Setting up alerts for multiple destinations or flexible travel dates can allow you to grab a great deal when prices drop. This proactive approach to airfare can free up more of your budget for spending at your destination, allowing you to make the most of your vacation.
Pack Intentionally
If you plan to arrive early at your hotel, it’s a good idea to pack a day bag. With the high demand for hotel stays, many properties may be unable to accommodate early check-ins. However, most will allow you to use the facilities, such as the pool or beach, while your larger bags are stored until your room is ready. A small bag with essentials like swimwear, sunscreen, or a change of clothes will let you make the most of your day, even if your room isn’t ready. It’s a great way to start your vacation without the wait.
Go Off the Beaten Path
Consider traveling to less popular destinations for a more authentic experience. As travel continues to rebound, many people return to well-known vacation spots, leading to crowds and higher prices. You can enjoy fewer people, lower costs, and a more genuine experience by choosing more remote or less-traveled destinations. For example, while demand in traditional beach areas like the Riviera Maya, Puerto Vallarta, and Los Cabos has
leveled off, other Mexican destinations, such as Bacalar, Costa Careyes, or the peaceful Yucatán Peninsula, offer tranquil alternatives. These areas often boast beautiful landscapes and cultural richness while still giving you room to relax and explore without the bustling crowds.
Take Time to Enjoy the Moment
When you arrive at your destination, it’s essential to slow down and soak in the experience. Finding a quiet spot, enjoying a drink, and observing your surroundings can enhance your appreciation of the culture and atmosphere. Traveling with curiosity and attentiveness to the details around you can make your trip more memorable. Whether you’re people-watching in a busy plaza or relaxing by a scenic view, pausing and reflecting can help you feel more present and connected to your destination. These small moments often become the highlights of a trip, as they allow you to immerse yourself fully in the experience.
PensacolaSports.org
7 Organizing Ideas to Help You During the Holidays
A clean, organized space always helps us relax and get cozy.
As the temperatures drop and you spend more time indoors, now is the perfect opportunity to declutter and prepare your home for the cozy winter season. But if you need help getting started or need inspiration, social media can be a great resource! These platforms are filled with fun, practical organizing ideas to transform your space and add a touch of seasonal charm. Whether decluttering your closet or refreshing your pantry, these seven ideas will motivate you to get your home winter-ready in no time.
Use Holiday Organizers
Inject some seasonal flair into your home organization with seasonal-themed storage solutions. Designers show off their creative ideas, like pumpkin-shaped containers for snacks or elf-themed storage bags. It’s a simple yet effective way to make your pantry or fridge festive and functional. These small seasonal touches can make organizing feel less like a chore and more like a fun project, helping you embrace winter’s cozy aesthetic.
Reorganize Your Closet
Say goodbye to summer attire like shorts, swimsuits, and breezy dresses, and make room for your winter wardrobe essentials. @lifewithmartine on TikTok offers a fantastic seasonal closet refresh that starts by storing summer clothes and replacing them with cozy fall and winter pieces. Keep T-shirts and lightweight layers within reach for those warm days, but prioritize easy access to sweaters, jeans, and jackets. This approach prepares you for cool-
VICTORY BEGINS HERE.
Just 30 minutes west of Orlando, Lake County is Central Florida’s premier destination for championship events and Olympic athletes. From world-class venues to scenic lakeside training grounds, it’s no wonder why so many choose “Florida’s Lakeside Escape” to elevate their game. Discover what makes Lake County the ultimate hub for elite competition - contact us today and be part of the action.
To make an appointment or book an event, contact Andrew Grant, Sports Tourism Manager andrew.grant@lakecountyfl.gov
The Best Foods for Colon Health
Maintaining colon health is crucial for everyone, whether aiming to improve digestive regularity, manage a pre-existing condition, or prevent a colon-related diagnosis. The colon, over five feet long, serves as the final organ of the gastrointestinal (GI) tract. Its functions include water and nutrient absorption and waste excretion. One of the most critical aspects of the colon is that it houses a significant portion of the gut microbiome, influencing several areas of overall health.
By making intentional food choices, we can support the colon’s important functions. Below, we outline key nutrients that specifically benefit the colon, those that can negatively impact colon health, and some of the best foods to promote colon health.
Nutrients That Support Colon Health
Focusing on a diet rich in fiber, probiotics, prebiotics, and specific micronutrients can significantly enhance colon health and reduce the risk of colorectal diseases.
Let’s look at the nutrients that benefit the colon:
Omega-3 Fatty Acids
Omega-3 fatty acids are known for their anti-inflammatory benefits for the colon and gut microbiome. Research shows they are particularly soothing to the colon during treatments for certain diagnoses, such as cancer. Omega-3s can be found in seaweed, fatty fish, nuts, and seeds.
Vitamin D
Vitamin D has anti-inflammatory properties and is linked to a reduced risk of colorectal cancer, partly due to its antioxidant qualities. It can be obtained from sun exposure, fortified foods, egg yolks, fish oil, and seafood. Many people in northern regions often turn to dietary supplements to ensure adequate vitamin D intake.
Fiber
Fiber regulates bowel movements, reduces the risk of constipation, and promotes the growth of beneficial gut bacteria. It also helps remove toxins from the body.
There are two main types of fiber: insoluble and soluble. Insoluble fiber doesn’t dissolve in water and adds bulk to food moving through the GI tract, promoting regular digestion. Soluble fiber dissolves in water, forming a gel that encourages regularity and is prebiotic in the gut microbiome.
Prebiotics nourish beneficial bacteria in the gut, helping the microbiome thrive and supporting immune, brain, and metabolic health. Fiber is abundant in plant-based foods like whole grains, nuts, seeds, legumes, fruits, and vegetables.
Plant Compounds
Plant compounds are micronutrients found in plantbased foods that reduce inflammation in the body, including the colon. These compounds may also delay colon cancer growth and aid in treatment. Sources of plant compounds include fruits, vegetables, nuts, seeds, legumes, and whole grains.
Probiotics
Probiotics are beneficial bacteria that help maintain a healthy gut microbiome, which is crucial for proper digestion and immune function. Probiotic-rich foods increase the population of good bacteria in the gut, promoting optimal colon and overall health. Common probiotic-rich foods include yogurt, cottage cheese, kefir, kombucha, miso paste, kimchi, sauerkraut, buttermilk, and tempeh.
Water
Drinking plenty of water is essential for colon health, as it helps keep stools soft and supports overall digestive function. Water is also necessary for fiber to function correctly in the body. Without sufficient water intake, an increase in fiber can cause gas, bloating, and constipation.
Foods to Limit for Optimal Colon Health
Certain nutrients can negatively affect colon health, so it’s essential to be mindful of them. These include alcohol, added sugar, and specific types of meat.
Red and Processed Meat
Red and processed meats can trigger an inflammatory reSardines Sardines are packed with omega-3 fatty acids and
INDUSTRY SPOTLIGHT Blaine Isbell
What’s your current position? Corporate Vice President.
How long have you been in this position? I was promoted to this position in September of 2019. I oversee all operations for our Corporate Division, which handles all things related to decorated apparel and promotional products.
I oversee 6 business developers and 5 sales support specialists, and I personally manage about 120 client partners. My ultimate goal each year is the same. Find more amazing client partners and nurture them to ensure their brand stands above. Since taking over this position, I’ve grown the division 5X.
What would you say most motivates you for your profession?
I love that each day is different from the next. My partners have unique needs, and the fact that I can offer them over 2 million products assures that no two days will look the same. I am my own worst critic, so I’m always motivating myself to continue to grow the division exponentially, and the best part of the job is the network of amazing people I’ve grown over the past 5 years.
What are you most excited or passionate about?
I get excited seeing the new products that become available throughout the year. I am a nerd when it comes to continuously learning my industry. Knowledge is power, and what I mean by that is if I can pass along my knowledge to my client partners, it makes them feel like they’re in the best of hands and can trust me with any project that comes my way.
My goals are ever-changing. I’m never satisfied with my efforts. I want to be known as the best vendor partner with all my clients. Of course, I set financial goals for the division, but I never want my partners to think that I only see them as dollars. I love collaborating on projects of all shapes and sizes and creating the perfect assortment of promotional merch for them.
Outside of work, my personal goals revolve around my golf game and getting in as much travel as possible. I want to see it all!
What led you to this line of work?
I’ll tell the shorter version of this story, but I tripped and fell into this industry. Before this, I was a partner in a small start up company in the collegiate licensing space. One day while trying to sell my product, I met the CEO of Team IP. We got to talking and the talk lasted for HOURS. By the end of our second conversation, I told him, “I want to come work with you. We could do some amazing things together.”
Then, less than a month after I started, I learned about Team IP’s Corporate Division, and I told him, “I want to run this division”. He looked at me like I had two heads, but 6 months later, I was promoted and haven’t looked back since. I was attracted to the industry as a whole, and of course, partially remaining in the sports/collegiate industry was a huge factor.
Where did you grow up?
I grew up in Fort Worth, Texas. I lived there most of my childhood. I loved it. My family still lives there. Even though the population is over 1 million, I still feel like it’s the smallest place on earth. I did go to college. I started at a small school in Texas (Stephen F. Austin) but got bored with rural Texas. I took my talents to Austin and attended the University of Texas. HOOK EM! I still bleed burnt orange to this day. College for me was as it should be for anyone who goes….the experience of a lifetime. Worked hard, played hard, and took so much away from it to help mold me for my professional future.
Did you have any key mentors or people who deeply influenced who you are, what you believe in, and what you’re
committed to in your work and life?
Easy question. My grandfather. He was my hero. My best buddy. He taught me the game of golf and, more importantly, the game of life. He taught me to make sure I never met a stranger and when I walk into a room and, be sure that everyone knows who I am. He taught me to be the first to the office and the last to leave. He taught me that God should be in my life every day. He taught me that family always comes first. He embraced all my passions as a child and took them on as his own. I felt like his only grandchild, even though he had 6. I was the first, and that allowed us to form an unbreakable bond. I still have the letter he wrote to me before I was even born. Everything he said all those years ago still rings true to this day.
What projects are you working on now?
We are working on a huge project that will entrench us in the NIL world. Working with a company that represents over 20,000 college athletes and helps them generate revenue as an athlete. Also working on a new POD (Product On Demand) platform to allow our client partners to have an ecommerce solution that allows their members, staff, etc to buy branded products individually as one off purchases. Think Amazon, but with the product branded with their respective logos.
Were there any key turning points in this project?
Both projects are like fine wines or aged whiskeys. They take time before they’re ready to be introduced to the masses. Patience has been key in both projects. With the NIL project, the key turning point was finding the most economic way for our partners to see their vision come to life. Once we did that, it’s been smooth sailing ever since. As for the POD project, the key turning point was getting the software to do exactly what we wanted it to do. No sense in launching until it’s perfected.
Were there any surprises?
Our industry has so many variables. There’s always surprises. Nothing we couldn’t handle. It’s like they say. Whatever doesn’t break you makes you stronger.
What were the key relationships that mattered most?
What were the key sources of support or resistance you encountered? I will speak regarding the NIL project. As with any of my projects, the key to the relationship is the client. Once the client partner understands I only have their best interests in mind, the collaboration becomes seamless. The support I get from my partners makes me feel blessed every day. I learn just as much from them as they learn from me.
That’s when you know the partnership is solid.
What was most difficult or challenging?
I’d say the most challenging factors of this project are the number of variables you’re dealing with. Considering that we are creating products on demand for thousands of athletes at hundreds of schools, you can imagine the amount of data that’s required to get such a project off the ground.
Did the work fail in some ways?
Haven’t you heard? Failure is not an option. All kidding aside, no there were no failures because we were patient with the process.
What was most rewarding?
As with any order or project, the most rewarding is when it all comes to fruition.
Blaine, during your career you have worked with an impressive list of clients. Yet, you continue delivering creative product offerings that drive numbers, and more importantly, revenue. How do you keep the creative wheel turning and determine what may work for one client may not show dividends for another?
Probably my favorite question. That’s what I love about my career. Every single day is different. Every client is different. I tip my cap to my network of suppliers. They’re constantly coming up with new products, new trends, new ideas that I can share with my client partners and come up with a winning product selection no matter the job. Creativity and outside the box thinking are musts in this industry. I love seeing the reaction of a client when I suggest a product or even something as simple as the packaging of a product to make it stand out above anything they were thinking about before.
Team IP recently came out with a Whitepaper in partnership with Sports ETA. Tell us about the project and what moves the needle for its readers.
The idea behind the Whitepaper was to show destinations how they can leverage promotional products and decorated apparel to enhance the experience for athletes and spectators while showcasing their destination.
The 5 key points were increase revenue, enhance fan engagement, brand visibility, memorabilia, and data collection to gather data on consumer preferences and behaviors.
What would you say are your best skills?
Communication, being a problem solver, being a good listener, making all my clients feel like partners and friends and feeling comfortable knowing they’re in the best of hands working with me.
Industry knowledge only gets you so far. Knowledge about your client partners is where you separate yourself from the competition. Knowing your partner’s interests outside of work, their passions, their pain points, and all the above, and being able to adapt and cater my services around that knowledge. I never want to be known as a sales guy or someone who sells me that particular widget. I provide service and trust, and all my client partners know my end goals right up front.
Where and how did you learn those skills?
Life lessons, job experience, and good old-fashioned hard work.
What’s next for you in your work?
Great question, and I love the fact I can confidently say I don’t know. Whatever God has in store for me, I will trust and follow. That doesn’t mean I don’t think I’ll be where I am today, but I can’t wait to see what His plan is moving forward and where it takes me. I have lots of ideas I can’t wait to execute in 2025. I also can’t wait to hear my partners’ ideas moving forward. At the end of the day, I want to be seen as the best in the industry, the best partner anyone could ask for, and the rest is out of my control and I’m ready for the ride!
3 Questions to Consider Before Committing to a Financial Advisor
When seeking financial guidance, it’s essential to ask a few critical questions to ensure that you find the best advisor for your needs.
Reaching a pivotal stage in your financial journey often calls for expert support. Whether you aim to enhance your investments, plan for retirement, or manage your wealth more efficiently, working with a financial advisor can make a big difference— but only if it’s the right fit. With numerous advisors offering their services, each bringing various skills, qualifications, and methods, it’s crucial to know how to assess your options and identify the advisor who best aligns with your financial goals.
Here are three essential questions to help you refine your choices and ensure you select a suitable advisor.
money
Do You Have a Certified Financial Planner (CFP) Accreditation?
The financial planning field isn’t strictly regulated, meaning anyone can label themselves as an advisor without specific experience or credentials. To ensure quality and ethics, seeking professionals with respected certifications is wise. One of the most widely recognized and rigorous designations is the Certified Financial Planner.
To obtain this certification, a professional must meet stringent standards in education, ethics, and experience. They must pass an extensive exam, commit to ongoing training, and follow a strict ethical code. A CFP must act as a fiduciary, prioritizing your interests above their own financial gain. This commitment to fiduciary duty ensures that their advice centers on your financial well-being.
While other qualifications, such as Certified Pub-
lic Accountant (CPA) or Chartered Financial Analyst (CFA), reflect specialized expertise in areas like taxes or investments, these don’t replace the broad financial approach a CFP provides. Advisors with additional certifications alongside a CFP may offer extra value depending on your needs, but as a baseline, having a CFP ensures a high standard of comprehensive planning.
What Is Your Compensation Structure?
Understanding how an advisor is paid provides insight into potential conflicts of interest and helps assess whether their compensation aligns with your interests. Advisors generally follow one of three payment models: fee-only, commission-based, or a combination of both.
• Fee-only advisors earn solely through the fees you pay, which could be hourly, an annual flat rate, or as a percentage of assets under management (AUM). This structure reduces incentives for the advisor to push products or services that may not align with your best interests.
• Commission-based advisors earn a commission from their products, such as mutual funds, insurance policies, or annuities. This model can introduce conflicts of interest, as an advisor may be more inclined to suggest products with higher commissions rather than what might be best for you.
• Fee-based advisors blend fees and commissions, which may offer cost benefits but can also raise conflict-of-interest concerns, so transparency is essential.
After learning about an advisor’s compensation model, request an annual cost estimate in dollars. This transparency allows for straightforward comparisons. For instance, a fee-only advisor might charge a flat $5,000 annually. In contrast, a commission-based advisor could take a percentage of your assets, such as 1% per year, which amounts to $10,000 on a $1 million portfolio. Knowing the actual cost lets you evaluate if the service’s value is worth the expense.
Is This Advisor a Good Personal Fit?
Beyond credentials and pay structure, it’s essential to consider if an advisor feels like the right fit on a personal and professional level.
The relationship with a financial advisor is often longterm, and you may turn to them during major financial milestones, like planning for a child’s education, dealing with a financial setback, or preparing for retirement. Trust, comfort, and communication are crucial in these situations.
Consider the following aspects to determine if an advisor is a good match:
• Personality and Communication Style: Assess whether they’re approachable, easy to talk to, and someone with whom you can discuss tough financial matters.
• Specialization and Experience: If you have unique financial needs, such as business management, planning for divorce, or supporting a special-needs child, an advisor with specialized expertise may be beneficial.
• Client Approach: Some advisors adopt a proactive approach with regular check-ins, while others may be more reactive. Think about which style aligns with your preferences.
• Accessibility: Determine how frequently you’d like to meet with your advisor and whether they’re available when you need them, whether in person or virtually.
Choosing a financial advisor involves more than just verifying credentials. It’s about finding someone trustworthy, attentive to your needs, and willing to work collaboratively toward your financial goals.
The decision to select a financial advisor is significant. By asking these three key questions—regarding certification, compensation, and compatibility—you can feel confident in navigating the selection process and finding an advisor who prioritizes your interests, provides clear guidance, and fosters a partnership built on trust. With the right advisor, you’ll be well-positioned to achieve your goals and manage financial challenges effectively.
How Sports Tourism
Will Drive Travel in 2025: A Winning Playbook marketing
Sports tourism is no longer just about attending a game—it’s about experiencing the heart of a destination through the lens of competition, camaraderie, and adventure. As cities and regions across the United States look to the future, sports tourism is emerging as a game-changing industry driver that attracts families, fans, and athletes while generating millions in economic impact.
For 2025, destinations are crafting winning strategies that capitalize on major trends, new opportunities, and the growing appeal of sports-centered travel. Here’s how the industry is set to win big next year.
A Growing Industry Rooted in Experience
Sports tourism continues to thrive, with trends like youth tournaments, women’s sports, and fan-focused experiences leading the charge. From families traveling for their child’s championship weekend to die-hard fans flocking to sold-out stadiums and arenas, sports tourism generates billions annually in the U.S. alone— and that number is expected to climb in 2025.
At its core, sports tourism delivers more than just a seat in the stands. It connects travelers with local communities, fosters family bonding, and showcases a city’s culture and attractions. Whether cheering for college basketball in a historic arena, exploring trails after a youth soccer game, taking in an attraction or museum, or enjoying entertainment zones during a women’s soccer match, sports events have become immersive tourism experiences.
The 2025 Game Plan for Sports Tourism Success
Attracting High-Profile Events
The key to success for destinations in 2025 will be securing high-profile sports events that attract thousands of visitors. Cities are placing bids to host high-profile competitions every week. These events bring massive crowds of athletes, families, and fans who spend on hotels, dining, transportation, and entertainment. Hosting a marquee event also positions a city as a top-tier sports destination, often leading to long-term benefits such as future events, additional events with an existing client, and infrastructure upgrades.
Families Are at the Heart of Youth Sports Tourism
Youth sports are driving family travel like never before. Across soccer fields, baseball diamonds, and volleyball courts, young athletes are competing in regional and national tournaments while their families double as enthusiastic fans and tourists. Youth sports tourism accounts for nearly 40% of the sports travel market, and that
number will continue to grow in 2025.
To capture this audience, destinations are crafting family-friendly travel packages that include:
• Discounted lodging near tournament venues.
• Family-oriented activities like zoo passes, theme park tickets, and cultural tours.
• Special dining experiences for teams and families after long competition days.
Destinations are also enhancing fan zones and athlete experiences at youth events with interactive games, team celebrations, and community events. These efforts transform tournaments into memorable getaways for the entire family.
The Rise of Women’s Sports as a Tourism Powerhouse
Women’s sports are commanding unprecedented attention, drawing larger crowds, bigger sponsors, and global media coverage. Events like the FIFA Women’s World Cup and the growing popularity of leagues such as the WNBA and NWSL are rewriting the sports tourism playbook.
Communities are seizing the opportunity to host women’s tournaments, showcase rising female athletes, and inspire fans of all ages. Key strategies for 2025 include:
• Hosting women’s professional championships and college tournaments.
• Promoting fan-centric experiences like player meet-and-greets, autograph sessions, and skills clinics.
• Investing in infrastructure to support high-quality events that draw traveling fans.
• The result? An economic boost for host destinations and a spotlight on the incredible talent fueling women’s sports. For fans, women’s competitions offer a vibrant, accessible, and inspiring experience—perfect for sports-centered travel.
INDUSTRY CONFIDENTIAL
Check in every issue for the unfiltered thoughts of our guest writers and contributors as they discuss the hottest topics in sports tourism.
In this issue, our guest writer discusses the subject of the continued growth in women’s sports.
The Rise in Women’s Sports is one of the most transformative and exciting developments in sports tourism. It reflects growing fan interest, increased investment, and heightened visibility of women’s competitions globally and across the United States. This trend is reshaping sports tourism and offering new opportunities for fans, athletes, and destinations.
Women’s sports have witnessed unprecedented attendance, viewership, and engagement, driving significant economic impact in the sports tourism industry. Examples include:
NCAA Women’s Basketball Tournament: The 2024 NCAA Women’s Final Four set viewership and ticket sales records, with sold-out arenas and millions of fans tuning in, highlighting the growing interest in women’s college sports.
Professional Women’s Soccer: The National Women’s Soccer League (NWSL) has seen dramatic increases in attendance and viewership, with sellout crowds at games and rising season ticket memberships. Events like the Women’s World Cup (2023) showcased how international tournaments drive tourism to host cities.
WNBA Growth: The WNBA continues to experience a surge in popularity, with marquee games featuring star players drawing sold-out crowds, larger media deals, and substantial fan travel for events like the WNBA All-Star Game.
The rise of women’s sports has direct economic benefits for host cities and regions. Major events like women’s soccer tournaments, basketball championships, and volleyball competitions attract fans, who spend discretionary income on lodging, dining, and entertainment.
Destinations are upgrading arenas and sports complexes to host large-scale women’s events, driving long-term tourism growth. Women’s sports teams are partnering with local businesses, further integrating events into the city’s cultural and economic landscape. For instance, the 2024 NCAA Women’s Final Four brought tens of thousands of fans to Cleveland, resulting in millions of dollars in economic impact.
Women’s sports have become a key draw for families and younger fans, inspiring generational engagement. Female athletes inspire the next generation, particularly young girls, encouraging participation in youth sports and driving family travel to events. Women’s sporting events often emphasize accessibility, with post-game autograph sessions, player meet-and-greets, and community engagement activities that create meaningful connections between athletes and fans. Girls’ participation in organized sports, especially soccer, volleyball, basketball, and softball, drives demand for youth tournaments, travel leagues, and related tourism.
Increased investment in women’s sports has elevated the quality and visibility of events through sponsorship growth. Companies increasingly invest in women’s leagues and athletes, driving revenue growth and allowing for high-quality tournaments that attract traveling fans. More women’s sports are accessible to fans via major broadcast networks and streaming platforms, generating global excitement and encouraging travel to live events. Fans are purchasing team jerseys, branded gear, and memorabilia, contributing to the financial success of women’s sports leagues and events.
Cities recognize the value of hosting women’s sports events to drive tourism and elevate their profiles. The U.S. is increasingly hosting high-profile international women’s tournaments, such as the FIFA Women’s World Cup and the SheBelieves Cup. These events attract fans from around the globe, generating significant tourism revenue. Women’s volleyball has seen massive attendance growth, with events like the NCAA Volleyball Championships drawing tens of thousands of fans and creating a festival-like atmosphere in host cities. Women’s sports are opening new markets for sports tourism, with events like rugby sevens and professional women’s hockey tournaments attracting new audiences.
Additionally, the visibility of women’s sports in mainstream media has grown exponentially, amplifying their appeal to spectators through media representation and visibility. Documentaries and media coverage showcase the compelling stories of female athletes, driving fan interest and travel to live games. Female athletes and teams leverage platforms like Instagram and TikTok to connect directly with fans, increasing event attendance and inspiring travel. Recognizable athletes have become global icons, drawing fans to games and events where they compete.
To accommodate growing fan demand, destinations are investing in infrastructure tailored for women’s sports. New arenas and stadiums are being designed with inclusivity and accessibility in mind. Existing facilities are being renovated to host women’s championships, leagues, and international tournaments. Youth sports complexes prioritize female participation, hosting large-scale tournaments and events that draw families and teams from across the country.
The rise in women’s sports is revolutionizing the sports tourism industry. From record-breaking attendance and economic impact to generational engagement and media visibility, women’s sports are no longer on the sidelines. As leagues, athletes, and events continue gaining momentum, cities and destinations increasingly view women’s sports as a significant driver of sports tourism. This trend creates opportunities for destinations to attract fans, showcase their offerings, and leave a lasting legacy.
