Sports and Event Marketing 2025: Translating Sports into Destination Wins
February 5, 2025
Sports are more than just games; they’re cultural phenomena, passion-fueled spectacles, and unparalleled opportunities to put your destination on the map. According to Tourism Economics, the sports-event industry made an economic impact of more than $52 billion in the U.S. in 2023 alone. Whether it’s a regional pickleball tournament or a championship football game, sporting events come in all shapes and sizes—and so do the destinations that host them. “You don’t have to be a sprawling metropolis with a major sports venue to play in the sports event marketing game,” said Jake Sillavan, Vice President of Destination Strategy. “Outside of all of the football stadiums and soccer stadiums, if you’ve got an exhibit hall, or a certain kind of space there is a real opportunity to bring in a variety of events.” You just need the right sports event marketing strategy and an understanding of the variety of sports out there.
The Wild World of Sports (Yes, Even Pickleball Counts!)
When you think about sports tourism and sports event marketing, your mind might immediately jump to marquee events: NFL games, March Madness, or the U.S. Open. But here’s the thing—the sports world is gloriously diverse, encompassing everything from traditional heavyweights to niche activities that are growing like wildfire. Let’s break down some events to add to your sports event planning:
- The Classics: Basketball, football, soccer, baseball—the crowd-pleasers that draw massive audiences to sports venues and dominate highlight reels.
- The Rising Stars: Sports like pickleball, esports, and disc golf are exploding in popularity and bring their own enthusiastic communities.
- The Specialists: Martial arts tournaments (think taekwondo or judo), cheerleading competitions, and gymnastics meets cater to passionate, tight-knit audiences who often travel with families.
- The Unexpected: Cornhole championships, axe-throwing contests, or even medieval jousting events (yes, it’s a thing!) can bring a quirky, memorable flair to your destination.
Beyond that, nearly all of the sporting events mentioned above can have an added layer and become hobby sports. These are sports increasingly pursued by adults for pure fun and personal enjoyment rather than professional or competitive aspiration. Indoor hobby sports can also be a game-changer for destinations looking to fill hotel rooms during slow seasons. Activities like competitive gaming tournaments, chess championships, and indoor rock climbing competitions attract dedicated participants who often travel with family and support staff.
By thinking outside of the box with your sports event planning and embracing the sheer variety of sports, destinations of all sizes can find their niche and attract events, regardless of the size of their sports venues, that not only suit their resources but also appeal to their unique audience.
Sports Event Marketing for Every Destination
Sports event marketing isn’t about being the biggest; it’s about being the best fit for the event and its community, while helping to ensure the event is a success. Focusing on a few simple steps, can help your destination enter the sports marketing game:
- Identify Your Strengths: Got a sprawling park? A charming downtown? Hotels with plenty of meeting space? Position your destination as the perfect host for events that align with what you already have to offer.
- Target the Right Sports: From soccer to spikeball, work with your internal sports event planning team to pinpoint events that are feasible, profitable, and sustainable for your community.
- Craft a Winning Game Plan: Successful sports and event marketing starts with a mix of data-driven insights and creativity to attract event organizers, participants, and fans alike. Leverage targeted digital marketing to connect with the right audience to build early momentum, engage the community through local partnerships, and use post-event storytelling to extend the event’s impact. A strong promotional plan ensures higher ticket sales, greater audience engagement, and a lasting impression that encourages future visits to your destination.
- Build Relationships That Last: Sports event marketing and sports tourism isn’t a one-off game. It’s important to nurture relationships with sporting organizations to create a pipeline of recurring events and ongoing revenue.
“Communities often underestimate their potential in the sports tourism space. A well-executed sports and event marketing plan can position even the smallest destinations as must-visit spots for competitive events. It’s all about understanding your strengths and playing to them,” said Jake.
The Sports Event Marketing Payoff
Sports tourism offers a unique opportunity for destinations to showcase their strengths while fostering community engagement and economic growth. By identifying the right events and leveraging existing assets, even smaller towns can become thriving sports hubs. Whether it’s a large-scale tournament or a niche competition, a strategic approach to sports marketing can create lasting benefits for both visitors and locals alike.
Ready to take the leap into sports and event marketing? Madden’s playbook is packed with strategies to help your destination hit it out of the park. We’re here to guide you every step of the way, whether you’re aiming to host a pickleball invitational or a national martial arts championship.
From crafting irresistible pitches to creating campaigns that resonate, we’ll make sure you’re not just in the sports and event marketing game—you’re winning it. So grab your jersey, lace up your sneakers, and let’s get to work.
