Sports tourism generated more than $685 million through more than 1,000 events
Sports Alabama unveiled a bold new brand Monday, October 26, during a Birmingham press conference that also highlighted the statewide momentum documented in the organization’s annual economic impact report.
In 2025, Sports Alabama’s 22 member destinations across Alabama created an economic impact of more than $685 million across 1,077 events.
From youth and amateur tournaments to collegiate championships, national governing body events and professional competitions, sporting events are bringing athletes, families and fans to communities throughout Alabama. The impact extends well beyond the playing field, supporting hotels, restaurants, retailers and other local businesses while generating tax revenue and enhancing quality of life in communities across the state.
“Sports tourism has become a major economic engine for communities across Alabama,” said Joel Lamp, president of Sports Alabama. “The numbers tell an impressive story, but the value of these events goes far beyond a dollar figure. Every tournament, championship and sporting event creates opportunities for our hotels, restaurants, attractions and local businesses while introducing visitors to communities they may not have otherwise experienced, producing leisure visitors in the future. Our Sports Alabama destinations are proving that Alabama can compete for — and successfully host — events at every level.”
The statewide results reflect the continued growth of sports tourism and live events as a key component of Alabama’s tourism industry, as communities invest in facilities and pursue events that generate visitation and economic activity.
Source: Sports Alabama 2026 Annual Report
“The new Sports Alabama brand draws inspiration from our state’s rich athletic heritage while capturing the momentum carrying us into the future. Its bold, vintage-inspired design honors our traditions, creates a unified statewide identity and celebrates Alabama as a place where champions are developed, communities are strengthened and unforgettable sports moments are made,” said Shellie Kichler, marketing chair for Sports Alabama.
That momentum is already visible in communities across the state. Individual member destinations reported impacts ranging from major metropolitan markets generating hundreds of millions of dollars in visitor spending to smaller destinations using fishing tournaments, youth sports, outdoor recreational events, collegiate events and emerging sports to create meaningful new tourism business.
Sports Alabama leaders believe the opportunity for continued growth is significant. The organization’s annual report emphasizes the need for greater state-level investment to help Alabama compete with other states that prioritize sports tourism and live events. Even as statewide incentive resources continue to develop, Sports Alabama members have already made significant strides in attracting events and generating economic impact.
“Alabama has the facilities, destinations, hospitality and people necessary to become one of the leading sports tourism states in the country,” Lamp said. “Our next opportunity is to build on this momentum and give our communities additional tools to compete for events that bring visitors and new visitor spending in Alabama.”
