Sports Marketing Trends Destinations & DMOs Need to Know
November 12, 2024
Level up your game: Sports marketing trends destinations & dmos need to know
Alright DMOs, huddle up! The sports marketing game has changed, and if you’re not paying attention, you could miss out on a massive opportunity. Sports tourism is booming, with the global market expecting to reach $1.8 trillion by 2030, whether you’re already hosting sports fans or thinking about bringing big events to your community, we’re here to get you in the loop on the latest sports marketing trends to watch. Grab your foam fingers and settle in; we’re about to talk numbers, fandom, and ways to make your destination the MVP for sports tourism.
here’s why sports marketing trends should be on your radar
Let’s start with the big question: why sports? Fans and teams travel for the love of the game, and they bring more tourism dollars to local businesses, generate a spike in hotel bookings, and create a larger sense of community to travelers and locals alike. Through sports marketing — whether you have established sports teams in your destination, looking to attract major sports partnerships, or aiming to host events and tournaments in your destination’s facilities — DMOs can (and should) make the most of the economic and community improvements sports tourism can bring.
Sports marketing for destinations offer places a chance to drive real revenue and create unforgettable experiences that keeps fans coming back. Sports have a way of bringing people together and for DMOs, this isn’t just about economic impact, it’s about building a strong, connected community.
sports marketing trends in 2025
To get ahead in the game, let’s start breaking down the biggest trends in sports marketing that will help your destination go from the sidelines to the big leagues.
draw sporting event owners to your destination with ease
When looking to bring sports events to your destination for the first time, it’s important to focus on building relationships and building a destination that’s ready to receive athletes and fans alike. Securing sports events isn’t just about the thrill of the game — it’s a long-term win for your community and local economy. Sports fans bring spending power, and once they experience your destination, they are more likely to return as regular visitors. Think of hosting these events as setting up the perfect assist, leading to both immediate economic impact benefits and future scoring opportunities for your destination.
positioning your destination as a top-choice sports venue
To catch the eye of event organizers, it’s all about showing off the MVPs of your venue or destination: those unique, impressive features that make it a standout choice. Focus on promoting accessibility, capacity, cutting-edge technology, and top-tier transportation. Sustainable and eco-friendly practices are also great to emphasize.
And let’s not forget about your all-star support lineup! Highlight partnerships with local businesses like hotels, restaurants, and transportation providers. Imagine bundle deals for event organizers: think hotel discounts, dining packages, or even local attractions to check out.
TL;DR: Make your destination a no-brainer for event planners who want a smooth experience that keeps attendees happy.
building relationships with sports event organizers
Networking is a team sport! Encourage your team to be present at conferences, trade shows, and marketing events — this is where relationships are forged, and handshakes turn into event contracts. Between Sports ETA, SPORTS-The Relationship Conference, and TEAMS, there are a ton of specialized events to get your destination in front of decision makers.
Once you’ve caught their attention, give sport event owners the VIP treatment they deserve. Offer a VIP hosting experience that clearly shows all the reasons your destination is perfect for their event. Emphasize custom venue options, dedicated event staff, promotions to hype up the event, and VIP concierge services for athletes and important guests. Give organizers an experience so smooth and stress — free they’ll be asking to come back before the final whistle blows!
leveraging data to attract sports event owners
It’s time to let the data do the talking! Give organizers a sneak peek into your destination’s audience insights. Show them that fans aren’t just attending events-they’re engaging, traveling and coming back for more. Highlight travel patterns, engagement rates, and even loyalty factors that paint your audience as dedicated fans ready to fill those seats year after year.
Finally, let’s talk numbers because winning strategies need data to back them up! Partnering with an expert agency to track the impact of your sports marketing efforts can help you build a thriving sports destination. In 2023, sports events generated a whopping $52 billion in direct economic impact, $128 billion in total economic impact, and $20 billion in taxes. With over 200 million people traveling within the U.S. for youth, adult, and amateur sports, it’s clear that hosting sports events can score big for your community and local economy.
all about fan experience
Fans today aren’t just showing up to watch — they’re there to be part of the action. They expect personalized, digital, and shareable experiences. This trend is all about giving fans moments they can post about. Think gamified apps that let fans order snacks without ever leaving their seat, or virtual reality (VR) experiences that bring them right onto the field. Augmented reality (AR) filters for Instagram and other social media platforms are also a great way to give fans a reason to post about their favorite game moments.
Fans are no longer just watching the game — they’re living it. From virtual reality, to interactive apps, today’s sports-goers crave immersive experience. Think gamified stadium apps that let fans order food to their seat, or branded AR filters that make Instagram stories pop. Every interaction builds a memory-and a reason to return.
TL;DR: if you want your destination to stand out, make it an experience. Imagine fans talking about how cool your town’s stadium was, or how your local burger joint served the best pre-game bite they ever had. Experience is everything, and fans are here for it.
big data = big wins (on and off the field)
Okay, “data” might not sound super exciting, but bear with us. When it comes to sports marketing, data is your trusted friend. By digging into fan behavior, DMOs can build hyper-targeted campaigns that speak directly to people. Wouldn’t you rather know what gets your fans excited, what drives them to book tickets, and what makes them come back?
Quick tip: Check out our visitor audience profiles to learn more about Golf enthusiasts, or Sports and Recreation travelers and what makes them tick.
So, what kind of data should DMOs be looking at? Here are a few game changing data points to track — and how to use them to your advantage.
fan demographics and location
Knowing the age, gender, and location of your fans can help you tailor more personalized marketing messages. For instance, if the data shows a majority of attendees are traveling from out of state, you could create tailored campaigns showcasing nearby hotels or bundle ticket and hotel packages to encourage more bookings. We recently launched a range of statistics and data surrounding the Southeast United States and where out-of-state travelers are coming from.
engagement metrics on social media
Track which types of posts fans are engaging with most across your social media channels. Are they more interested in player highlights, behind-the-scenes moments, or giveaways? By identifying what fans respond to, DMOs can shape their social strategy and advertising around high-engagement content, targeting posts to build excitement before big games or events and drive ticket sales.
booking patterns and purchase times
Analyzing ticket purchase trends — like which days or times people are most likely to book — can help you launch more timely promotions. If bookings peak in the two weeks leading up to an event, consider running a “last-minute booking special” to capture even more interest. The same data could reveal prime times for hotel booking partnerships, giving fans discounts or incentives to stay at nearby hotels.
fan journey and path to purchase
For DMOs, tracking where fans first engage with your content, such as social posts, ads, or blog articles, is just the beginning. By monitoring each step they take — like signing up for newsletters, following your social media channels, or adding tickets to their cart — you gain insights into what sparks their interest and what makes them hesitate. This is where remarketing and digital ad strategies come into play. If a fan visits your site but leaves before booking, a well-placed remarketing ad on social media or Google can bring them back with targeted messaging. For those who have previously attended a game or event, retargeting ads can keep them engaged by offering early bird specials, loyalty discounts, or sneak peeks at new experiences.
repeat attendance rates
Tracking repeat attendance can help DMOs understand fan loyalty. If a high percentage of fans return year after year, you have a loyal base to nurture. Use this insight to roll out exclusive fan club offers, pre-sales, or loyalty discounts to reward repeat attendees and keep them engaged.
brand partnerships & sponsorships
Picture this: you’re partnering with a beloved local coffee brand or partnering with other big-league names to put their stamp on your event. Brand sponsorships bring credibility and a sense of excitement to your destination. These partnerships create unique opportunities to engage fans throughout memorable moments, they also bring fans who might not have otherwise shown up. A solid partnership can take your sports events from a local highlight to a major attraction.
We collaborated closely with West Ham United to leverage their expansive following and enhance brand awareness of Visit Jacksonville in the UK market. This partnership featured in-stadium advertising and brought key West Ham United players to Jacksonville, allowing them to experience and share what Jax has to offer across West Ham’s social channels.
Sponsorships are a fantastic way to enhance the fan experience and introduce your destination to new crowds. Partner up with a brand or product that understands your local vibe, and you’ll see why this is one of the hottest sports marketing trends out there.
actionable tips for destinations eyeing the sports market
Trends are cool, but how do you turn these trends into a playbook for your destination? Here are a few ways to make the magic happen:
own your destination’s sports identity
Your city isn’t like every other city — so why should it market itself like one? Maybe you’re known for local high school baseball heroes, or you have killer mountain trails for ultra-marathon runners. Either way, lean into what makes your destination unique. By building an identity that stands out and elevates your best qualities, you’ll create a brand that’s irresistible to fans.
hype up micro-moments
Sure, big games and championships are a big deal. But don’t overlook the smaller moments — fan selfies with local mascots, behind-the-scenes stories of athletes training at your destination, or even game or broadcast bloopers. These micro-moments can go a long way in building hype and engagement. Fans love authenticity, and these glimpses give them just that.
prioritize sustainable and eco-friendly experiences
Fans of today care about sustainability. Embrace eco-friendly initiatives, whether that means offering digital tickets to reduce paper waste or promoting bike-friendly routes to your venues. Not only does this appeal to a growing demographic, but it’s also a great way to stand out in a sea of destinations.
keep the momentum going off-season
Seasons come and go, but that doesn’t mean engaging with fans has to. Off-season events like athlete meet and greets, skills workshops, or local fan days can keep fans engaged year-round. Think creatively about what events or activities would work for your destination, and don’t be afraid to step outside the traditional sports box.
the big why: why sports marketing trends matter for destination growth
Here’s the big deal: sports marketing trends aren’t just flashy tactics — they’re powerful strategies that can drive real growth, attract more travelers, and foster long-term love for your destination. By embracing these trends, you stay relevant, build a loyal fan base, and make a real economic impact. And the best part? It doesn’t take a stadium’s worth of resources to make it happen — just a little planning, creativity, and a commitment to giving fans an experience they won’t soon forget.
The game’s changing fast, and sports trends in 2025 are all about creating experiences that fans will talk about long after the final whistle blows. By getting in on the latest trends in sports marketing and putting your own spin on them, your destination can become more than just a stop on the map — it becomes the place where memories are made.
Whether you’re looking to host a major league, or just starting to explore the possibilities of bringing sports attractions to your destination, keep these trends top of mind. And remember: you’re not just building a fan base, you’re building a community.
