Steve Smith, Partner, Bryan Cave Leighton Paisner LLP
Ryan Strickland, STS, Vice President, Play Treasure Coast Sports Tourism
Anthony Terling, STS, Sports Development Director, Auburn-Opelika Tourism
Melissa Thompson, Vice President of Bids & External Affairs, Indiana Sports Corp
Katy Tigchelaar, STS, Vice President of Operations, West Michigan Sports Commission-2025
Ashley Whittaker, Partner + SVP, Marketing, The Sports Facilities Companies
Looking to share your expertise?
Information-sharing is a founding principle of Sports ETA, and the industry knowledge among the Sports ETA membership lends itself to unprecedented expertise.
Sports ETA encourages members to share information with their peers. Contact Meagan Grau, Director of Marketing and Communications, at Meagan@SportsETA.org to learn more about how you can contribute to a future edition of the Sports ETA Playbook.
To include your news in our weekly Get in the Game eNews, send press releases and articles to info@sportseta.org
Distribution Date: Thursdays. Deadline for content: Wednesday at Noon ET before distribution date.
Letter from the President and CEO
Dear Sports ETA Family,
We’re just one month into the new fiscal year, and already, the energy across our association is undeniable.
From record-breaking member engagement to the rollout of bold new tools and communities, Sports ETA is hitting the ground running. July marked the launch of our new Marketing & Communication Community—built by members, for members—which already boasts over 70 engaged professionals sharing ideas and elevating the craft. We also debuted a streamlined Request for Services Portal, helping destinations connect directly with our Industry Partner network to drive smarter, faster collaboration.
And we’re not slowing down.
In September, we’ll gather in Annapolis for the 4S & Rights Holder Summit—our most focused professional development event of the year. With sessions built around strategy, services, sales, and sponsorship, this summit is where personal growth meets organizational impact. It’s the place to sharpen skills, spark ideas, and build the relationships that fuel our industry. If you haven’t registered yet, I encourage you to secure your seat. This event will sell out.
Beyond our programming, our advocacy work continues to gain momentum. In July, we proudly championed the sports tourism movement at the Arizona Governor’s Conference on Tourism, delivering national insights and amplifying local voices. These moments matter. Every podium, every panel, every white paper we publish—like this quarter’s new sustainability report—is an opportunity to reinforce the economic and cultural power of sports tourism.
Most importantly, we are reinvesting in you. Following a record-setting year, we’re expanding our staff and resources to better support your goals. Your ideas, your needs, and your feedback are fueling our direction—and we are listening. Whether it’s STS courses on wellness and sustainability, or our new international roadmap being crafted for Symposium 2025, everything we do is designed to meet you where you are and help you go further.
Thank you for showing up, speaking up, and leading forward. You are building stronger communities, growing local economies, and creating lifelong memories—all through the power of sport.
Yours in Sport,
John David President and CEO Sports Events & Tourism Association
Letter From Your Board Chair
Dear Sports ETA Members,
First, I’d like to thank you, the members, for putting your faith and trust in me to lead the Board of Directors for the next year. I am incredibly humbled by the opportunity and look forward to working with the amazing individuals on the Board. Having served on the Board for a number of years now, I have seen the evolution of the Board and the organization, and I am excited to see lead us to the next phase.
I also want to take this opportunity to thank Frank Lett and Ray Palmer for their leadership over the last two years, as well as all of the past Chairs of the Board. They have steered us to record breaking numbers in attendance at events, membership, and profitability. They left me big shoes to fill.
As we all adjust to the new political and economic reality, I am optimistic for our industry. Sports ETA has found itself leading the charge for tourism in the US. Across the country at state tourism conferences, people are leaning into sports tourism as an economic driver. As we enter the ‘Mega Decade of Sports Events’, the United States is poised for a boom in sports participation and sports tourism. Sports ETA will be the leading voice advocating for an industry that provides tremendous economic and community impact across the nation.
I speak for myself, the Executive Committee, and the full Board of Directors when I say we are ready for the challenges to come. We will continue with the momentum of the last few years as we grow our program and educational offerings. These next few years present us with a great opportunity to improve our presence in the national discussion around tourism.
In closing, I have a call for action to all of our members. I challenge you all to become more involved. The association only becomes stronger if our members are engaged. I challenge you to join a community, take an online or in person education class, be a mentor for a new member, and most importantly communicate with me and the other Board members with your ideas, questions and concerns. We are here to serve the membership so please make sure we hear your voice.
Thanks, and I hope to see you in Annapolis in my beloved Maryland for the 4S Summit,
Matt Libber Sports ETA Board Chair
Member Services News & Updates
489
2025 Membership Chart 775 TOTAL (as of July 18, 2025)
80 organizations have joined Sports ETA since January 1, 2025
New Members include:
Destinations
• Blue Water Area CVB
• Cajun Coast Tourism
• Discover Klamath Visitor and Convention Bureau
• Enjoy Eagan
• Experience Maple Grove
• Explore Charles County
• Ft. Lauderdale Convention Center
• Greer Sports and Event Center
• Jonesboro Advertising & Promotion Commission
• Louisiana's Cajun Bayou Tourism
• Nashville Convention & Visitors Corp
• Ottawa Tourism
• Paducah Sports Park
• Pulaski Sports & Entertainment Authority
• Salinas Regional Sports Authority
• Silicon Valley Santa Clara Dmo Inc
• Skagit Tourism Bureau/ Skagit Valley
• Sports Commission
• Tooele County
• Visit McAllen
• Visit Milledgeville
• Visit Nyack, Inc
• Visit Seattle
• Western Sports Park
Rights Holder
• 3STEP Sports Basketball
• 3STEP Sports Volleyball
• American Powerboat Association
• Arnold's Martial Arts (All About MAD)
• ENDZONE7ON7 LLC
• FCTR Sports (FCTR Events)
• Football University / 3STEP Sports
• Gladiator Series
• High Five Events
• Legends Lacrosse
• Level 12 Sports
• MultiGP Drone Racing
• National Amatuer Disc Golf Tour
• National Christian Homeschool Championships LLC
• National Collegiate Rugby
• National Powerlifting League, LLC
• Oklahoma Fadeaway Hoops
• Rated Sports Group
• Revolution3
• Royal Events
• Soccer Youth
• Southern Pickleball Association
• Sports Academy
• Team Kayak Series, LLC
• Tulsa Disc Sports Association
• United Adaptive Soccer Association
United States Trampoline And Tumbling Association
Unrivaled Flag
USA Catchball Association
USA Powerlifting
We Build You Play
West Coast Premier Tournaments
World Fitness Project
Industry Partners
• 365 Sports Travel
• Active Track
• All Star Outfitters
• Alpine Events
• Beckon Entertainment
• Book Your Block LLC
• Coordle
• Econsult Solutions, Inc.
• Future Partners
• GameRun Inc.
• Great Wolf Lodge, Resorts
• Holiday Inn St Petersburg N - Clearwater
• Merchant Cost Consulting
• PIVOT Travel
• Pro Lighting Texas
• Ryz Sports Network, LLC
• Sports & Events World
• Sports Endeavors (SOCCER.COM, 431Sports.com)
• Sports Engine
• Sports Philanthropy Network
• Sportsheadz
• SportsKey Ltd
• Sprung Structures
• VenuWorks
Calling All Members!
Do you know a rights holder who isn’t currently a member of Sports ETA but could benefit from our unparalleled education, resources, and networking opportunities? Whether you're a destination, an industry partner, or a passionate supporter of the sports tourism industry, here’s your chance to make a difference!
Sponsor a new Rights Holder by covering their $250 membership dues, and as a thankyou, you’ll receive a $250 credit on your Sports ETA account—perfect to use toward event registrations or education courses. Together, let’s grow our community and amplify the impact of sports tourism!
For more information or to sponsor a new Rights Holder, contact our member services team at info@SportsETA.org.
Member Milestones
We’re excited to celebrate the achievements and new faces within our Sports ETA membership! This quarter, several members have taken on new roles, received well-earned promotions, or have recently joined their organization’s membership. Please join us in congratulating these individuals as they continue to make an impact in the sports events and tourism industry.
New Role:
• Ben Huffman, Executive Director, Cincinnati Regional Sports Commission
• Genesis Leggett, Director of Marketing & Communications, Visit Tallahassee
• Jason Sands, Vice President Business Development, KemperSports Venues
Recently Promoted:
• Austin Bennett, Vice President of Championships, NAIA
• David Boyd, STS, Director of Operations, Columbus GA Sports Council
• Ethan Clark, Director of Soccer Accounts, Team Travel Source
• Bree Lopez, Sports Sales Manager, Visit Tucson
• Chris O’Brien, STS, Vice President of Sports Marketing, Visit Panama City Beach
• Debra Tassone, Director of Sales, Discover Long Island
• Jonathan Walker, STS, Executive Director, Rhode Island Sports Commission
The Request for Services (RFS) Portal is a centralized platform designed to connect destinations and rights holders with qualified industry partner service providers across the sports events and tourism industry. Whether you're seeking event operations support, marketing expertise, transportation solutions, or other specialized services, users can post project needs by category, making it easy for relevant organizations to identify and respond to opportunities that match their expertise. While Sports ETA facilitates the platform, it does not collect or manage proposals—instead, interested organizations are encouraged to personally contact the requesting party directly with their questions, proposals, or bids. This direct connection streamlines communication, encourages collaboration, and ensures a more efficient and targeted response process. The Request for Services (RFS) Portal is a centralized platform designed to connect destinations and rights holders with qualified industry partner service providers across the sports events and tourism industry. Whether you're seeking event operations support, marketing expertise, transportation solutions, or other specialized services, users can post project needs by category, making it easy for relevant organizations to identify and respond to opportunities that match their expertise. While Sports ETA facilitates the platform, it does not collect or manage proposals—instead, interested organizations are encouraged to personally contact the requesting party directly with their questions, proposals, or bids. This direct connection streamlines communication, encourages collaboration, and ensures a more efficient and targeted response process.
For more information or to sponsor a new Rights Holder, contact our member services team info@SportsETA.org.
Serious Competition, Serious Fun.
Like all elite athletes, Davis County, Utah, is constantly upping its game. That means everything from unveiling the latest and greatest sports facilities to refining its pillars of entertainment, solidifying its place as Utah’s Amusement Capital.
Western Sports Park
Western Sports Park (WSP) is the latest show-stopping phenomenon in Davis County’s evolution. This brandnew complex is designed to be more than just a venue; it offers planners and athletes alike the opportunity to play with top-level amenities. Experience a head-turning 55-acre campus with 17 acres of outdoor playing fields, two arena buildings totalling 120,000 sq. ft, and cutting-edge facilities for industry professionals and event attendees alike.
55-acre
55-acre campus of outdoor playing fields
2 arenas
1 7 acres totalling 120,000 sq. ft
Postgame Entertainment
The action doesn’t stop at the final buzzer. In Davis County, the highlight reel begins after the games wrap and the real play begins. Thrill rides at Lagoon Amusement Park, wildlife encounters on Antelope Island, or dinner at Station Park—here, the best moments are often the ones not on the agenda.
Travel Made Easy
Getting to and from Davis County is a seamless experience. Salt Lake City International Airport is a bustling hub roughly 20 minutes from the heart of Davis County. If guests are looking to jet through the Salt Lake corridor, the UTA FrontRunner provides service all the way to the airport, making several stops throughout Davis County.
When you choose Davis County, you're choosing a destination that strikes the balance between serious competition and serious fun. We’re Utah’s Amusement Capital–and we did come here to play.
A Q Q Q
Q&A with Tari Haro, Chief Growth Officer, 3STEP Sports
3STEP Sports has grown into one of the most influential youth sports ecosystems in the country. How would you describe your mission and what sets your model apart from others in the industry?
The partnerships we create with destinations and their communities are vital to our mission of empowering people through sport. We are looking for “win-win” opportunities – if we can create a win for the athlete participant and their family as well as the destination community, we can create a positive impact for all. From an economic development perspective, we make a A A
3STEP Sports is one of the largest and most connected youth sports club and event organization in the country and our mission is to empower people through sport. We aren’t just in business to run clubs and events – we’re empowering the next generation of athlete development, sport leadership, and community engagement. Our scale and reach gives us an incredible opportunity to connect on every level and inspire athletes, coaches, and parents within our reach to both benefit from and join us in leading this mission.
Can you share a snapshot of your national reach and the types of events or programming 3STEP Sports delivers annually?
If you know a youth athlete there’s a good chance they have participated in – or are connected to – one of our core sport programs. In 2024, 3STEP Sports had 1.5+ million athlete participants in our programs and expect that number to reach 1.8+ million by the end of 2025. Our 150+ brands operate in 40+ states and run 2,500+ programs annually – from tournaments and showcases to camps, clinics, leagues, and club teams – across nine sports. Some of these programs are large-scale basketball or volleyball tournaments that take up entire convention centers, while others are elite invitation-only football or lacrosse showcase events. We also own and operate dozens of facilities throughout the country and empower connections with our athlete families through PlayerFirst, our proprietary app and media network.
Sports events tourism is booming. How does 3STEP Sports partner with destinations and venues to maximize the economic and community impact of your events?
concerted effort to drive hotel room bookings with the destination and often promote local businesses directly to our attendees. We also invest directly back into the community through event spending – we hire local staff and operational vendors whenever possible. Onsite, we strive to involve the local community to empower connections with our athlete participants and attendees, whether it’s food trucks, merchandise vendors, or charitable organization activations. The more the community is involved in the event, the more the experiential factor goes up for attendees -- which results in a more memorable and successful event for all.
What trends are you seeing in youth sports, and how is 3STEP adapting to meet the evolving needs of athletes, families, and partners?
A
A Q Q
It’s not easy – as anyone with kids knows, youth sports moves fast! Some trends we are seeing include a greater emphasis on holistic training and programming, including nutrition and mental performance, as well as the need for year-round engagement particularly at the more advanced and elite levels. We are also seeing an increased need for parent education on the college recruiting process, as the world is becoming more complicated with NIL (Name, Image, & Likeness). We collect feedback from teams on the ground, as well as gather insights from our participation and PlayerFirst data, to ensure our programs evolve at the speed of youth sports and continue to not only meet but exceed the expectations of our athlete families.
With such a broad national footprint, how do you ensure consistency in experience and quality across all 3STEP Sports events?
We operate with an athlete-first philosophy – we put the player first. With such a vast ecosystem of programming across so many brands and sports, we have built best practices and standardized procedures to support our brand operators. We are also centralizing all digital touchpoints on PlayerFirst. This ensures that regardless of the diversity of our 2,500+ programs, every decision is being made to deliver an exceptional experience to our athletes – on the courts, on the fields, and online. Practically, we empower our brands through a regional organizational model which allows for more efficient communication and execution within our company – and ultimately helps us move at the speed of youth sports.
Sports ETA & Sports Business Journal partner on SBJ Live Listen on demand
Earlier this summer, Sports ETA and Sports Business Journal partnered for “SBJ Live,” virtual event “Sports Tourism: Growth Opportunities in the U.S. Market,” featuring insights from John David, President & CEO of Sports ETA, Janis Burke, Chief of International Sport & Strategy for Sports ETA, and Amanda Shank, EVP of Strategic Initiatives for Unrivaled Sports. SBJ Live was moderated by David Broughton, Director of Research, Sports Business Journal .
KEY TAKEAWAYS
Elevate the Family Experience at Youth Tournaments
Amanda Shank emphasized mirroring professional event quality for youth sports:
• Focus first on safety, then enhance convenience, parking, bathrooms, sibling play areas.
• Partner with destinations to provide families with seamless experiences: Local dining, attractions, and full multi- day vacation planning.
Showcase the Economic ROI of Sports Tourism
John David shared that sports tourism delivers outstanding returns:
• Illustrates value not just in professional-level events, but also via youth and amateur sporting events.
• Advocated combining efforts across event types to present a unified economic impact message.
Leverage
Global Events for Broader Destination Play
Janis Burke highlighted opportunities through upcoming global events, like the 2026 FIFA World Cup:
• International visitors typically tour multiple cities, not just host locales.
• Local stakeholders and sponsors need better strategies to engage with global tourists across these secondary markets.
Preparing Your City for LA28: How to Maximize and
Promote
the Olympic Movement in Your Community
As anticipation builds toward the 2028 Summer Olympic Games in Los Angeles, communities across the United States have a once-in-a-generation opportunity: to connect with the Olympic Movement in a way that inspires, unites, and activates residents through sport, culture, and shared pride.
The Opening Ceremonies may not take place until July 14, 2028, but now is the time for sports tourism professionals, destination marketing organizations, civic leaders, and community advocates to harness Olympic momentum at the grassroots level.
From youth sports programs to civic celebrations, the five rings can serve as a powerful catalyst for engagement, economic growth, and hometown pride, especially when paired with collaborative initiatives like those already underway in cities like Oklahoma City.
Oklahoma City to Host Olympic Events: A Model of Strategic Collaboration
Oklahoma City will proudly host the softball and canoe/ kayak slalom and sprint competitions during the 2028 Summer Games, making it one of the few U.S. cities outside California with an official LA28 role. This achievement was made possible through a multi-year collaborative effort between city officials, the Boathouse District, USA Softball, and the United States Olympic & Paralympic Committee (USOPC).
OKC’s success highlights a best-practice blueprint for other communities: align existing world-class facilities, cultivate partnerships with National Governing Bodies (NGBs), and demonstrate a community-wide commitment to the Olympic Movement.
The city’s MAPS (Metropolitan Area Projects) public investment program also played a key role in developing sports infrastructure that met Olympic standards. The
result? A globally televised showcase for Oklahoma City and a local legacy that will impact youth athletes and tourism for decades to come.
This is a reminder that LA28 is not just LA’s Games, it’s America’s Olympics. And collaboration is the fuel that turns vision into reality.
Align with Team USA and NGBs
Every city can begin its Olympic journey by building partnerships with NGBs and the USOPC. Many NGBs offer sanctioned events, ambassador appearances, and development programs that extend Olympic excitement into local communities.
Whether it's hosting a USA Wrestling regional, a USA Volleyball showcase, or a USA Track & Field youth clinic, these activations create tangible links to the Olympic dream. Involve local Olympians and Paralympians, they often jump at the chance to give back and energize their hometowns.
This is a reminder that LA28 is not just LA’s Games, it’s America’s Olympics. And collaboration is the fuel that turns vision into reality. “
Pro Tip: Reach out to hometown Olympians now. With LA28 on the horizon, many athletes are eager to tell their stories and inspire the next generation.
Bid for Olympic Trials: Your City’s Gateway to the Games
A high-impact way to participate in LA28 is to host an Olympic Trials event, which serves as the official pathway for athletes seeking a spot on Team USA. These events bring national visibility, elite athletes, major sponsors, and network broadcast exposure.
How to Prepare:
• Monitor NGB and Sports ETA websites for RFPs (Requests for Proposals) from 2025–2027
• Form a Local Organizing Committee with venue partners, hotels, medical teams, volunteers, and marketing expertise
• Demonstrate Capacity by showcasing past success in hosting large-scale sports events
• Tell Your Story to showcase regional athlete pipelines or legacy sports clubs that align with the Trials sport
Best Practice: USA Swimming’s 2024 Olympic Trials, held at Lucas Oil Stadium in Indianapolis, drew over 200,000 attendees and required a custom-built, temporary Olympic-size pool. Planning started four years prior. No city is too small, NGBs represent over 40 Olympic sports, from archery to table tennis. Every bid matters.
Use LA28 to Drive Local Recreation & Infrastructure
The Olympic spotlight can shine far beyond competition venues. Use the buildup to LA28 to advocate for multipurpose sports facilities, inclusive recreation spaces, and adaptive sports access.
Align capital campaigns with Olympic values, excellence, inclusion, friendship, and position projects as investments in your community’s health and future. Cities like Oklahoma City have shown that long-term planning, powered by collaboration, can yield Olympicsized results.
Host a Community Olympic Day
Every June, the International Olympic Committee promotes Olympic Day, a global celebration of sport and values.
Cities can start small with fun runs, youth clinics, and flag ceremonies and scale up to multi-day Olympic festivals featuring:
• Torch relay reenactments
• Appearances by Team USA alumni
• Cultural exhibitions and food trucks featuring cuisine from around the world
• Try-it stations for Olympic sports like fencing, judo, and taekwondo
This low-cost, high-impact initiative builds local excitement and educates the community about the broader Olympic Movement.
Photo courtesy
Photo courtesy of St. Louis Sports Commission
Launch a “Road to LA28” Campaign
Create a locally branded “Road to LA28” campaign that connects the dots across youth tournaments, school programming, watch parties, and public rallies.
Focus on:
• Hometown hopefuls training for LA28
• Youth athletes in Olympic-aligned sports
• Community stories about the impact of sport
Develop a unified visual identity and content calendar to maintain consistency through 2028. Consider digital storytelling, social media, school curricula, and earned media to build sustained momentum.
Promote the Paralympic Movement with Intention
The Olympic Movement is incomplete without the Paralympic Games. Partner with local chapters of organizations like Move United or the Challenged Athletes Foundation to host adaptive sports showcases or educational events. Spotlighting Paralympians demonstrates the Games’ core values in the most inspiring ways.
Include adaptive sports in Olympic Day events and “Road to LA28” campaigns for a truly inclusive effort.
Build Sponsorship and Tourism Tied to LA28
LA28 provides a national moment that local businesses and tourism partners can leverage, regardless of hosting status.
Ideas include:
• “Go for Gold in [Your City]” hotel packages
• Olympic-themed restaurant weeks or viewing parties
• Local sponsor activations aligned with Olympic Day or Trials
These campaigns can draw both local residents and visiting fans while positioning your city as an Olympicminded destination.
Let’s celebrate Team USA across America in 2028
Oklahoma City’s successful bid to host LA28 events is a shining example of how collaboration, vision, and local investment can lead to global opportunities.
Every U.S. city has a role to play in celebrating LA28. By aligning with the Olympic spirit, through sport, culture, inclusion, and legacy, your community can take part in something far greater than a single event.
With thoughtful planning and a commitment to collaboration, we all can make LA28 a truly national celebration.
On June 21 or also known as #GoSkateboardingDay, LA 28 featured 2x Olympic medalist and LA28 ‘A’ Creator, Jagger Eaton on their social media platforms. From medaling in Skateboarding’s debut at Tokyo 2020 to standing on the podium once more at Paris 2024, Jagger has made a name for himself on the world stage.
Photo courtesy of LA 28
The United States Bowling Congress Open Championships Sparked a $125M Sports Tourism Win in Baton Rouge
Since March, Baton Rouge has been abuzz with the sounds of strikes, spares, and economic success. The 2025 United States Bowling Congress (USBC) Open Championships have brought a surge of energy, and economic impact, to the capital city of Louisiana, culminating in a July 28 finale at the Raising Cane’s River Center.
With over 11,000 teams and over 140,000 bowlers traveling from across the nation, this year’s tournament has officially marked a historic high, the most team entries since 2012, when Baton Rouge last hosted the event. It also surpassed 2024’s total in Las Vegas, cementing Baton Rouge’s status as a premier host for large-scale amateur sporting events.
A Record-Breaking Year for USBC and Baton Rouge
That momentum fueled an estimated $125 million in direct economic impact, benefiting local hotels, restaurants, attractions, and transportation services across the region.
Baton Rouge has once again proven it’s built for champions, said Jason Suitt, Director of Sports Development at Visit Baton Rouge. “
“From our welcoming community to our walkable downtown and state-of-the-art facilities, we’ve created a winning formula for events like USBC that span several months and bring tens of thousands of people to our city.”
Numbers That Tell a Powerful Story
To understand the event’s scope, consider these stats:
Average bowlers per competition day: 389
Average bowlers per competition week: 2,781
Average total people on site per month: 29,210
Total competition days: Over 150 Registered teams: 11,684
Estimated total attendees:
146,050
Beyond the lanes, visitors enjoyed Baton Rouge’s dynamic culture, from Cajun cuisine to live music and riverfront nightlife, giving them a true taste of Louisiana hospitality.
Setting the Bar for Long-Form Events
What makes Baton Rouge a standout isn’t just the numbers, it’s the city’s ability to host extended, multi-month events that require sustained engagement and coordination. From March through July, the city maintained a steady tourism draw, boosting occupancy and spend during traditionally quieter months. The event’s length also fostered lasting community connections and impact. Visit Baton Rouge encouraged local businesses to launch bowling-themed promotions, their interactive kiosk in the River Center guided visitors to explore the city and vibrant signage and murals welcomed them downtown. The organization even developed a free hospitality training course, Capital City Champions Academy, to educate and train service industry professionals prior to the event and create the most welcoming environment for bowlers.
A Blueprint for Other Destinations
For sports events tourism professionals, Baton Rouge’s success with the USBC Open Championships offers a blueprint for how to attract, manage, and maximize long-term events:
• Build local pride and buy-in early
• Coordinate lodging, food, and transit to accommodate rolling waves of visitors
• Develop themed content and partnerships to sustain engagement across months
• Measure and communicate results in real time to reinforce stakeholder value
Looking Ahead
As the final frames of competition were recorded, Baton Rouge has more than proven its ability to deliver. The USBC Open Championships have showcased how a destination, with the right infrastructure, community support, and strategic planning, can turn a national event into a citywide celebration with enormous economic return.
Summer Reading
“Beyond the Scoreboard:” Unlocking the Secrets to Spectacular Sports Event Presentation
In today’s hyper-competitive sports tourism market, fans, sponsors, and players are expecting more than just a game, they crave a fully immersive experience. For sports events & tourism professionals aiming to elevate their game-day experience, a new must-read book offers a playbook grounded in decades of industry expertise.
“Beyond the Scoreboard: The Ultimate Guide to Sports Event Presentation” by Don Costante, which debuts on Sept. 9, 2025, is more than a guide, it’s a masterclass from a veteran who has orchestrated more than 2,500 events across the NBA, MLB, WNBA, EPL, NCAA, NAIA, and NASCAR. From the NBA Finals to the World Series, Costante has created experiences that live in the memories of fans and sponsors alike.
The team at Sports ETA enjoyed an advance preview reading of “Beyond the Scoreboard” and offers this book report.
This insider handbook is a game-changer for anyone who oversees or contributes to event execution, whether you're managing a collegiate tournament or a regional youth championship. With a tone that is both accessible and authoritative, Costante distills decades of top-tier sports entertainment experience into strategies that are scalable for events at every level. His practical approach is especially helpful for those working within limited budgets but striving for major-league impact.
Elevating Every Moment
One of the standout messages in Beyond the Scoreboard is the importance of emotional connection. Whether it’s a heartfelt national anthem presentation, a surprise onfield proposal, or a sponsor activation that surprises and delights, Costante advocates for using moments to tap into the heart of the audience. For tourism professionals, this means more than just filling seats, it means creating stories fans will tell long after the final score is posted.
The book also demystifies the production process, giving readers insights into control room coordination, cue-to-cue scripts, and the rhythm of pacing an event. With a focus on polish and timing, Costante shows how even small touches, like music transitions or intentional silence, can be powerful tools in the event architect’s toolbox. The clear, step-by-step breakdowns make it easy for even first-time event organizers to begin building their own playbooks.
Moreover, Costante doesn’t shy away from discussing challenges. He addresses how to adjust on the fly when things go off-script, how to handle underperforming sponsors, and how to plan for weather, technology glitches, or low attendance. These real-world case studies are a goldmine for professionals who know that flexibility and resilience are key ingredients in a successful event.
A Resource for All Levels
Whether you're overseeing a hometown 5K or planning a national championship, Beyond the Scoreboard arms you with the real-world strategies and customizable tools you need to succeed.
For sports tourism pros looking to stand out in an increasingly experience-driven industry, Don Costante’s new release is a roadmap to creating events that resonate long after the final buzzer.
Fan engagement begins the moment a ticket is purchased, not when the first play begins. From pre-arrival communications to onsite activations, Costante emphasizes designing experiences that welcome guests and set the tone well before the event starts.
Integrate, Don’t Isolate
Many organizations invest in cutting-edge LED boards or themed entertainment, but the magic is in integration. Costante underscores the importance of strategically weaving every element, music, announcements, digital content, staff interaction, into one seamless narrative that drives excitement.
Events
(crowd), energize athletes (crew), and deliver value to sponsors (clients). The book offers customizable templates to map out how each of these stakeholders is considered in every touchpoint of an event.
Empower Your People
From the PA announcer to the interns, every staff member contributes to the fan experience. Costante suggests detailed run-of-show documents and targeted training to empower staff to make meaningful connections with guests.
Build for Impact, Not Just Attendance
A packed house is great, but a fully engaged crowd creates lasting impact. Costante shares techniques for maximizing memorable moments, from choreographed light shows to sponsor activations that feel like fan service rather than ads.
2024 Industry Pulse Check: Trends Shaping the Future of Sports Events and Meetings
The U.S. meetings and events industry has emerged from years of disruption into a period of both resilience and reinvention, and sports tourism professionals are at the forefront of this transformation. According to the Future Partners’ 2024 report, “The State of the Meetings and Convention Industry,” meeting planners are showing renewed confidence in live events, with a decisive shift toward value-driven decision-making, diversity in destination sourcing, and a redefined approach to attendee engagement.
For sports events rights holders, destinations, and venues, this landscape presents significant opportunities, and challenges, to consider.
Surge in Live Events, But With Purpose
The return to in-person events is in full swing. The majority of respondents in the study reported planning more live meetings in 2023 than in 2022, with even greater growth projected in 2024. Hybrid events are being deprioritized, reflecting a preference for high-touch, high-impact live experiences.
However, these live events are evolving. Planners are thinking beyond logistics, they want compelling destinations, top-tier service, and purpose-aligned partnerships. For sports tourism leaders, this means positioning your community not just as a venue, but as an experience worth traveling for.
Sourcing New Destinations Is On the Rise
In one of the report’s most promising findings for secondary and emerging markets, 63% of planners said they are open to sourcing new U.S. destinations not previously considered. That’s a green light for CVBs, sports commissions, and event rights holders to showcase the hidden gems in their regions.
With cost pressures and social issues playing a bigger role in decision-making, destinations that offer value, accessibility, and inclusivity are becoming increasingly attractive. For example, 52% of planners said a destination must align with their members' values to be considered, and nearly one in four reported state or local laws had influenced their sourcing choices.
Service Still Sells
While interest in new destinations is growing, the quality of service is still a make-or-break factor. According to the study, only 39% of respondents believe service levels at meeting venues improved from 2022 to 2023. That leaves a wide margin for sports venues and hotels to differentiate themselves through exceptional event support, hospitality training, and personalized outreach.
Planners also continue to value the local expertise of Convention & Visitors Bureaus (CVBs) and Destination Marketing Organizations (DMOs). In fact, nearly 9 out of 10 planners say they are likely to use a CVB in the next 12 months, and 87% rated their most recent experience with a CVB as “very good” or “excellent.”
What Influences Destination Choice?
For sports event planners, convenience and safety are crucial. Planners ranked destination safety, proximity to an airport, and walkability as top decision-making factors. While cost remains a core consideration, it now shares the stage with qualitative elements such as attendee experience, cultural alignment, and brand reputation.
One emerging trend: Attendees are waiting longer to register and book accommodations, creating unpredictability in room block management. More than 40% of attendees now book after the room block expires, requiring destinations and properties to be more flexible and proactive in communication.
What It Means for Sports ETA Members
The data affirms what our industry has already experienced, sports events are not just back; they’re evolving into deeper, more values-driven experiences. Destinations that can combine world-class facilities with a compelling narrative and community engagement will have a competitive edge.
As we head into 2026, the playbook for sports event success is being rewritten. Be visible. Be flexible. Be local. And above all, be aligned with the values your partners and attendees hold dear.
A 30+ Year Legacy in Event Merchandising
From humble beginnings, the company has grown into a multi-faceted enterprise, renowned for its comprehensive approach to delivering high-quality, branded merchandise across a diverse spectrum of events. While continuing to support events, Team IP is building and growing its newest divisions.
• Adaptability and Growth: The company has consistently adapted to evolving market demands, technological advancements, and consumer preferences, ensuring its services remain relevant and cutting-edge.
The Three Pillars: Events, Corporate, Digital Team IP's expansive capabilities are channeled through three distinct yet interconnected divisions: Events, Corporate, and Digital. Each division is tailored to meet specific market needs, leveraging the company's core strengths in design, production, and distribution.
Did You Know?
Team IP is a member of an exclusive network of the most reputable and qualified distributors and suppliers, Premier Group?
• Premier Group has a 1/4 billion dollar buying power with its near 50 members. Team IP is partnered with the Top 40 Suppliers in our industry via Premier Group which positions you to receive the best pricing, production, and service available in our industry.
More Than A Marketing Partner
• At Team IP, we consider ourselves an extension of our clients’ marketing teams. The more we understand your annual calendar of events, branding goals, and overall strategy, the more impactful solutions we can provide to elevate your organization’s visibility. Whether it’s aligning with your travel schedule, coordinating trade show logistics, or providing standout merchandise for special events, we’re here to help you make the most of your time and budget.
Keep Your Brand on the Road to Success!
When it comes to corporate promotional products, success starts long before giveaway day. Thoughtful planning ensures your marketing delivers the impact you aim to achieve. In the Corporate Division at Team IP, we guide you through every step—from choosing the right products to flawless production and nationwide fulfillment. Stay Ahead of the curve with the Team IP Stop Light Guide! As we all know, planning ahead is key when it comes to successful events and marketing.
This structure will ensure every event, from Fall Conferences to Back-To-School initiatives, football games to USA Gymnastics events, and even major trade shows like Connect Marketplace and the Teams Conference , are covered with ease.
• Quality and Exclusivity: A high-end gift immediately communicates that your brand values quality, attention to detail, and sophistication. It positions your company as one that operates at a premium level, aligning your brand with excellence.
• Lasting Impression: Unlike generic or inexpensive promotional items that might be quickly forgotten or discarded, a well-chosen, high-quality gift is more likely to be kept, used, or displayed. This longevity ensures your brand remains top-of-mind and associated with a positive, memorable experience.
• Reinforce Brand Identity: The type of luxury gift you choose can subtly reinforce your brand's values and identity. For example, an eco-friendly luxury item for a sustainability-focused brand, or a high-tech gadget for an innovative company.
Strengthen Relationships and Foster Loyalty
• Demonstrate True Appreciation: A premium gift goes beyond fulfilling an expectation; it shows a genuine and significant level of appreciation for clients, partners, or employees. This deeper level of gratitude fosters stronger emotional connections.
• Build Trust and Reciprocity: The act of giving a valuable gift triggers the psychological principle of reciprocity –recipients often feel a natural inclination to return the favor, whether through continued business, referrals, or increased loyalty
• Nurture Long-Term Partnerships: High-end gifts are an investment in the relationship, signaling a commitment to a lasting partnership. This can lead to increased client retention and deeper engagement from partners.
• Personalization Adds Value: When a luxury gift is also personalized to the recipient’s preferences or interests, it amplifies the impact. It shows that you’ve put thought and effort into understanding them, making the gift even more meaningful.
Differentiate from Competitors
• Stands Out in a Crowded Market: In industries where products and services can be similar, a premium corporate gifting strategy helps your brand stand out from the competition. It creates a distinctive experience that sets you apart.
• Communicate Commitment to Excellence: By choosing high-quality gifts, you demonstrate your company's commitment to excellence not just in your offerings, but in all aspects of your business relationships.
RED LIGHT (<30 Days)
• Higher Prices
• Limited Options
• Increased risk of mistakes
Drives Business Outcomes
• Increase Client Retention: Loyal clients are more likely to continue doing business with you, and a thoughtful gifting strategy can significantly contribute to higher retention rates.
• Generate Referrals: Satisfied and delighted recipients of high-end gifts are more likely to become brand advocates, leading to valuable word-of-mouth referrals.
• Achieve Higher ROI: While the initial cost may be higher, the long-term returns in terms of loyalty, retention, referrals, and enhanced brand image often yield a significant return on investment (ROI). Studies suggest a substantial increase in customer retention rates and even faster revenue growth for companies with structured gifting programs.
In essence, high-end gifts are a powerful non-monetary marketing tool. They create a tangible symbol of appreciation and quality, forging stronger emotional connections that translate into lasting relationships and a more robust brand perception.
Why settle for mediocre when you can:
• Align your promo products with clear objectives and your brand identity
• Choose high-quality, useful items your audience will love and keep
• Execute timely delivery with expert inventory management and shipping
Promotional products aren’t just freebies, they’re powerful marketing tools that boost brand recognition, customer loyalty, and business growth. Get it right the first time with Team IP, with your promotional products done right.
Visit TEAMIP.com to learn more, meet the team and get started.
YELLOW LIGHT (3-60
Days)
• Time for collaborating
• Most options are available
• Ideal for most domestic orders
• Opportunity to receive and review samples
GREEN LIGHT
(> 60 Days)
• Time for spec samples
• All options are available
• Optimal for high quality orders
• Best pricing for domestic and overseas orders
Purpose-Driven Play: How Sports Philanthropy is Shaping the Future of Events Tourism
This Spring in Tulsa for the 2025 Sports ETA Symposium, the city experienced more than just an economic boost, it felt the impact of a deeper purpose. Through its Sports Legacy Fund, Sports ETA’s members made a meaningful financial contribution to The Center for Individuals with Physical Challenges, reaffirming a growing trend in the industry: Sports philanthropy is no longer a side note, it’s becoming the strategy.
The Center, which provides adaptive recreational, educational, and wellness programming for individuals with physical disabilities, received the $18,000 gift from Sports ETA thanks to the generosity of its members.
“The Center embodies the spirit of resilience, accessibility, and community,” said Sports ETA President & CEO John David. “We’re proud to support their efforts in providing life-enhancing programs and to contribute to a more inclusive future for sports and recreation.”
This effort marks a broader movement across the sports events & tourism industry: A shift toward purpose-driven planning that prioritizes community impact alongside economic development. Events are no longer judged solely by hotel nights or ticket sales, they’re also measured by the legacy they leave behind.
Partner with Local Nonprofits to Create a Legacy Project
Just as Sports ETA does each year with its Legacy Fund, rights holders and destinations can identify a nonprofit aligned with the event’s mission or values. Whether it’s a youth sports initiative, an accessible recreation program, or a community health campaign, embedding a philanthropic project into the event helps elevate the story and the community. A legacy project creates positive media coverage, deepens local engagement, and often draws sponsors who want to align with social good.
Activate Volunteers and Attendees Around a Cause
Use the energy and visibility of your event to power a giving moment. Set up donation stations at venues, dedicate a portion of ticket proceeds to a local cause, or offer attendees the chance to participate in a volunteer project during the event weekend. These low-barrier activations create emotional connections and lasting memories, and help attendees feel like they’re part of something bigger than the game.
Engage Sponsors Through Purpose-Driven Partnerships
More brands are seeking marketing opportunities that align with their social responsibility goals. Offering philanthropic components, such as sponsorship of an inclusive sports clinic, adaptive equipment donations, or support for underserved youth, can help sponsors differentiate themselves and deepen their commitment to your event. Social impact builds brand equity, and sports events offer a unique platform for making that impact visible.
The Art of the Bid: A Winning Checklist
Crafting a successful bid to host NCAA championships, Olympic Trials, or national governing body (NGB) events requires more than filling out paperwork, it demands a strategic, collaborative, and community-driven approach. Leading sports commissions across the country consistently win bids by leveraging a proven process grounded in partnership and performance.
To help you sharpen your approach, here’s a best-practice checklist your team can follow to create competitive, compelling bid packages:
The Winning Bid Checklist
Drea m Bi g
• Create a strategic plan and vision board for your bid process to include events you could host in your venues and facilities to meet the events specs and needs
• Understand and know the fans of the sports in your area and how to quantify and reach them (this also includes volunteers who can support the event)
• Catalog and quantify other events you have bid in the past to show a trail of success
Community Collaboration
• Align with city and state tourism leaders
• Engage university and college athletic departments
• Secure buy-in from local government and public safety officials
• Activate venue operators and parks departments
• Convene early planning meetings with all stakeholders Bidding is a team sport. Unify your community before writing the first word.
Build a Proven Track Record
• Host regional or smaller-scale NGB events to demonstrate experience
• Document strong execution, fan engagement, and local support
• Share post-event results, surveys, and testimonials
• Develop a reputation for reliability and professionalism Trust is earned. Show that your destination consistently delivers.
Tailor the Proposal for Each Event
• Customize the bid to the culture of the sport and its governing body
• Highlight venue specifics, accessibility, and athlete amenities
• Include detailed housing, transportation, and fan experience plans
• Integrate local community elements to enhance the event’s identity There’s no such thing as a “one-size-fits-all” bid. Personalization matters.
Mobilize the Business Community
• Secure letters of support from corporate sponsors
• Offer creative brand activations for local and national partners
• Leverage business networks for volunteers and in-kind services
• Position corporate backing as added value in your proposal
• Strong corporate partnerships enhance credibility and amplify impact.
Deliver, and Document, Results
• Execute the event beyond expectations
• Collect and report post-event data: attendance, economic impact, engagement
• Highlight community legacy outcomes (youth programs, DEI initiatives, wellness)
• Follow up with rights holders and partners to sustain momentum
A successful bid is only the beginning. Execution and legacy drive future wins.
Bonus Tips for Competitive Advantage
• Create a bid calendar to track deadlines and RFP release cycles
• Establish a library of templates and digital assets to streamline future bids
• Attend Sports ETA events to grow relationships with NGB and NCAA contacts
• Invest in professional development to stay current on bidding trends
This checklist isn’t just about winning the next event, it’s about building a foundation for long-term success. By approaching bids with intention, collaboration, and precision, your sports commission will be positioned to host events that bring both economic return and community pride.
Big Plays & Bigger Hospitality
Big games need big plans, and Baton Rouge delivers. With premier facilities that host everything from baseball and soccer to waterskiing and golf, plus a dynamic city that blends sports with Southern hospitality, we make event planning seamless. Ready to play? We’ve got a game plan for an unforgettable experience that you can tackle on your own schedule. Find Your Pace.
To Find Your Pace, go to VisitBatonRouge.com/sports
Viva Las Vegas:
How to Play, Dine, and Jam
Like a Local During the 2026 Sports ETA Symposium
As Sports ETA members converge in Las Vegas from April 20-23 for the 2026 Symposium, the entertainment capital of the world invites you to turn your trip into a celebration of sports, food, and music.
With guidance from the Las Vegas Convention and Visitors Authority, we curated a few insider experiences designed especially for sports fans, foodies, and music lovers who want to experience the city beyond the ballroom.
For the Sports Fan: Game On in the Greatest Arena on Earth
In Las Vegas, sports aren’t just watched, they're worshipped. Home to the NFL’s Las Vegas Raiders, NHL’s Vegas Golden Knights, WNBA’s Las Vegas Aces, and soon, a Major League Baseball franchise, this city has earned its new title as a major league sports destination.
Catch the energy at Circa Resort’s Stadium Swim , where six pools and a 40-foot high-definition screen deliver a surreal, splash-filled way to watch the game. If your idea of action is a little more hands-on, try teeing off at Atomic Golf or Topgolf Las Vegas, where your swing comes with great views and a side of live DJ beats.
Wagering on your favorite teams? The sportsbooks here are legendary to watch the big game. And if you’re craving high-octane thrills, drive like a Formula 1 pro at SpeedVegas, where you can race Lamborghinis and Ferraris on a desert track. Also, check out the recently opened Grand Prix Plaza as you can kart on a portion of the F1 circuit at the paddock.
For the Foodie: Feast Like the Strip’s a Menu Vegas is a culinary wonderland, where global flavors meet show-stopping presentation. For the foodie looking to taste something unforgettable, this city is a playground.
The Bellagio Fountains perform to music under the desert stars, still one of the most iconic, romantic shows in town “ ”
Start your culinary tour at one of the Strip’s star-studded spots like Gordon Ramsay Hell’s Kitchen or José Andrés’ Bazaar Meat . Downtown? Check out Esther’s Kitchen in the Arts District for handmade pasta and a buzzing, creative vibe.
Even casual bites feel elevated here. Grab tacos from Tacos El Gordo—a local favorite known for their al pastor sliced right from the spit. Or take the escalator up to Eataly Las Vegas at Park MGM, a vibrant Italian marketplace with wine bars, fresh pasta counters, and gourmet pizza.
Looking for a pre-show indulgence? Head to Barry’s Downtown Prime for steaks, martinis, and old-Vegas glamour. It’s the kind of place where deals are made, stories are told, and the bone-in ribeye steals the spotlight.
For the Music Lover: Let the Beat Drop In Las Vegas, music pulses through every corner, from the swanky jazz lounges to the spectacular arenas hosting today’s biggest stars. With residencies
from legends like Kelly Clarkson, Backstreet Boys, Bruno Mars, Janet Jackson, there’s no shortage of blockbuster performances during Symposium week.
Swing by Brooklyn Bowl at The LINQ Promenade for an eclectic lineup of indie acts, all while bowling with a cocktail in hand. Prefer something more intimate? The Barbershop Cuts and Cocktails at The Cosmopolitan hides a secret speakeasy behind a working barbershop, where live music keeps the vibe cool and unexpected.
Want to relive the magic of old Vegas? Catch The Rat Pack is Back at Tuscany Suites, a nostalgic tribute show that brings Sinatra, Martin, and Davis Jr. to life, right down to the tuxedos and whiskey-soaked charm.
And for a sensory overload like no other, watch the Bellagio Fountains perform to music under the desert stars, still one of the most iconic, romantic shows in town, and it’s free every 15 minutes at night.
On the Road with Sports ETA
ANNAPOLIS, MD
Hosted by Visit Annapolis and Team Maryland
OCTOBER 12 - 14, 2026 | FORT WORTH, TX
Sept 23-25, 2025
Jan 26-28, 2026
COLUMBUS, OH
Hosted by Greater Columbus Sports Commission
SCOTTSDALE, AZ
April 1-3, 2026
Apr 21-23, 2026
LAS VEGAS, NV
Hosted by Las Vegas
APRIL 12 - 15, 2027 | SALT LAKE CITY, UT
APRIL 24 - 27, 2028 | CLEVELAND, OH
Photo Courtesy of Greater Columbus Sports Commission
Photo Courtesy of Visit Annapolis
Photo courtesy of Las Vegas
With our roster of facilities and accommodations, The Beach is the perfect fit for any sporting event. Myrtle Beach has hosted it all, including a wide variety of youth sports, esports, an NCAA football bowl game, an NCAA men’s basketball tournament, an official PGA Tour event and the World’s Strongest Man competition.
WORLD-CLASS FACILITIES
Myrtle Beach has more than 100 fields, courts and facilities that can compete with some of the nation’s best. Whether you need complexes that can host entire tournaments, stadiums that can seat thousands or fields that are suitable for the best of the best, our planning professionals will connect you with the perfect venue for your event.
At The Beach, the games don’t end at the final whistle. Our 60 miles of beaches, classic boardwalk attractions, theme park rides and live entertainment give your attendees plenty of ways to play on. And when it’s time to refuel, athletes and their families will have over 2,000 restaurants to choose from all across the Grand Strand.
Fastbreak AI, headquartered in Charlotte, NC, has rapidly risen to prominence as a scheduling powerhouse. As Forbes says, it's “a scheduling power play,” a tool powerful enough to handle both 20-team youth tournaments and 300-game professional leagues using the same AI core, with adjustments only to constraints. Sporting franchises and tourism organizations alike are now able to host balanced, efficient, and engaging events that maximize travel efficiency, fan satisfaction, and revenue potential with AI.
Why Smart Scheduling Matters for Tourism Stakeholders
• Efficiency Cuts Costs: By minimizing unnecessary travel legs and avoiding redundant long-hauls, Fastbreak AI achieves optimized itineraries that ease logistical burdens and lower expenses
• Boosting Stakeholder Buy-in: Events that offer teams fair rest, prime-time exposure, and predictable travel sequences attract more attendees, sponsors, and media partners
• Fan Experience & Economic Impact: Fans benefit from more cohesive game blocks and better communication, enabling host cities to bundle travel, lodging, and local attractions into cohesive packages.
The Tech Behind It: AI at Scale
Fastbreak AI’s backbone is a high-powered optimization engine that tackles massive “traveling tournament problems,” balancing thousands of variables like team availability, venue conflicts, rest, and broadcast timing. Drawing from Fastbreak AI Pro, its professional-grade scheduling suite, event planners can generate optimized schedules in minutes, refine them via drag-and-drop, and immediately gauge the downstream impact.
According to The Washington Post, for major sports like the NFL, Fastbreak AI bootstraps schedule generation
AI-driven scheduling is no longer for big leagues only
using thousands of computing cores to output hundreds of thousands of viable options in just months. Leagues can then fine-tune the final schedule to account for travel equity, broadcast priorities, and logistical demands.
For youth events and regional tournaments, Fastbreak AI offers predictability that empowers cities to develop tourism packages: Secure hotel blocks, promote area tours between matches, and coordinate family activities during downtime.
Supporting Midweek Pro Events
Professional leagues with midweek fixtures can use optimized travel and rest windows to encourage familybased travel or local tourism tie-ins on off-days, amplifying economic impact in host cities.
Aligning Broadcast & Local Marketing
With AI targeting high-profile matchups for prime-time slots, tourism organizations can synchronize destination marketing campaigns to maximize visibility, especially when local teams hit national TV, driving spikes in booking interest.
Apply to youth, collegiate, and amateur sports tourism
Enables strategic destination marketing aligned with media exposure
ADD KENTUCKY SPIRIT TO YOUR NEXT COMPETITION.
When hosting a sporting event, Kentucky offers more than a unique place. It gives you a one-of-akind spirit where you’re welcomed like family.
That’s what sets our state — and the Kentucky Sports Alliance — apart. Whatever you’re looking for, we’ll help you make it happen. Visit KentuckySportsAlliance.com to learn more.
Racing into the FAST Lane
BY HAMMAD ZAIDI, CO-FOUNDER & CEO, RYZ SPORTS NETWORK
Picture this: Your sports event is a brand-new Porsche 911 convertible racing down anopen road, top down, and your hopes up for securing a broadcast partner. But the FAST lane seems daunting because nobody is giving you an opening to enter…
Hi. I’m Hammad Zaidi, co-founder and CEO of the Ryz Sports Network (pronounced “rise”), a new FAST network that has secured distribution on virtually every major streaming platform. You can watch Ryz right now on Samsung TV Plus, Amazon Prime, Amazon Fire Stick, Amazon Live Events on Linear, and Xumo. We're launching on Roku (8/19) and will announce other homes soon. We'll also reach 60,000 sports bars and restaurants. All told, Ryz has access to over 700 million user accounts.
I’m here to give you insight into how to thrive in the FAST space, so without further ado, here's a quick peek into life in the FAST lane.
What is FAST?
FAST is an acronym for “Free Ad-Supported Television.” It is similar to broadcast networks, such as ABC, NBC, and CBS, in that they offer viewers the ability to stream content for free.
License Fees
Every rights holder wants huge license fees, but, as the Rolling Stones put it, “you can’t always get what you want.” Hefty license fees are for events that draw a substantial television audience. You may feel humbled by your license fee offer—and that's even if you receive one. Most events never secure a broadcast partner, let alone
a license fee, and those that do receive a revenue share from advertising, with no upfront payment.
YouTube Vs. FAST
YouTube pays an average of $1,000 to $5,000 per million views. If you got a million viewers on FAST, you’d earn 5X-10X more on a revenue share alone, not to mention healthy sponsorship deals that would start in the healthy six-figure range.
Production
Quotes from production companies vary from “perception to perception”—meaning they often charge what they think you can afford, and they always charge what they need you to pay to cover their overhead. Be humble. Negotiate a flat rate upfront to avoid cost overruns, and hire local or regional companies, as most of them within an eight-hour driving radius should be interested.
YouTube pays an average of $1,000 to $5,000 per million views. If you got a millionviewers on FAST, you'd earn 5X-10X more on a revenue share alone, not to mentionhealthy sponsorship deals that would start in the healthy six-figure range.
Sponsorships & Valuations
Sponsorships can become a pasture full of “cash cows,” as securing distribution on a well-placed FAST channel will undoubtedly increase your sponsorship prices. So, don’t hesitate to raise your asking prices once you expand your event audience reach. Furthermore, the value of your event will multiply exponentially, increasing visibility for your athletes, teams, organization, and community. You’ll also be able to raise ticket prices and registration fees, and you'll become a more desirable story to the press.
Getting into the FAST Lane
Getting attention from primary FAST channels may be as easy as 1, 2, 3; in other words, it’s a numbers game. Cite the number of engaged followers you have on Facebook groups, Instagram, X followers, and YouTube subscribers. If your numbers are low, cite how many people follow the sport in general across the same media platforms. Develop a marketing plan outlining how you will drive
viewers to the FAST channel. While sharing ticket sales may help, they are only relevant if those sales are impressive— and even then, they may not matter, because if you’re at the actual event, you’re not watching it on a FAST channel. Nonetheless, nobody wants to broadcast a poorly attended event.
The Road Ahead
FAST channels aren't the future; they are the present, because your alternative, cable, is racing toward extinction like dinosaurs or irrelevance, like leg warmers.
Thank you for lending me your eyes. Please let me know if the Ryz Sports Network can help you with your broadcast and/or production needs.
Hammad Zaidi Co-Founder & CEO Ryz Sports Network hammad@RyzSportsNetwork.com
