“Legends Play in the Yellowhammer State!”


Sports Alabama (Alabama Sports Initiative) promotes and highlights the State of Alabama as a premier sports destination. Our efforts focus on recruiting and attracting rights holders to host events of all sizes in Alabama. From world-class youth events to professional championships, our goals are to create experiences for every visitor that they will remember for a lifetime!

Who We Are

The Alabama Sports Initiative (Sports Alabama) was created in 2006 to help members of the Alabama Association of Destination Marketing Organizations (AADMO), formerly AACVB, participate in sports tradeshows to position Alabama as a unique sports destination.  Thanks to the support of State Tourism Director Lee Sentell, Sports Alabama was funded and established as a cohesive team of Convention & Visitors Bureau’s from around the state working together to attract tournaments, events and competitions to Alabama.  By helping off-set costs and creating promotional marketing collateral for the organization, Sports Alabama allows its members to partner together to attend tradeshows and explore opportunities for future business.  Today, through the hard work, dedication and support of our members, Sports Alabama continues to stand as a leader and example for successful statewide sports organizations throughout the hospitality and travel industry.

Member Destinations

Partners of Sports Alabama include the following: Auburn and Opelika Tourism Bureau, Birmingham CVB, Decatur Morgan County Tourism, Visit Dothan, Visit Florence AL, Foley Sports Tourism, Greater Gadsden Area Tourism, Gulf Shores | Orange Beach Sports & Events, Huntsville/Madison County CVB, Marshall County Tourism & Sports, Visit Mobile, Montgomery Area Chamber of Commerce/CVB, Tuscaloosa Tourism and Sports. From small towns to downtown, and the mountaintops to the beaches, Sweet Home Alabama encourages you to discover the next host destination for your events. Our team of experienced professionals will work with you to design the perfect game plan for success.

Sports Alabama attends the following tradeshows during the year:

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