MONTGOMERY, Ala. – The Alabama Tourism Department celebrated a milestone for the state’s growing sports tourism industry as Sports Alabama unveiled a new brand and reported more than $685 million in economic impact generated by sporting events in 2025.
According to Sports Alabama’s annual economic impact report, its 22 member destinations hosted 1,077 sporting events in 2025, generating more than $685 million in economic impact and approximately 759,000 hotel room nights. From youth tournaments and collegiate championships to national competitions and professional sporting events, sports tourism continues to attract visitors while supporting hotels, restaurants, attractions and businesses throughout the state.
“Sports tourism made an impact of over $1 billion in 2025, and that isn’t just hotel rooms; it’s gas stations, shops, restaurants, experiences, and opportunities to explore everything that makes Alabama great across all 67 counties,” said Joel Lamp, president of Sports Alabama. “This year we welcomed the world to two of our global events: an international soccer match in Auburn featuring Argentina, who would go on to win the World Cup, as well as the Paracycling Road World Championships in Huntsville, bringing in over 500 of the top athletes.”
“Sports tourism is an increasingly important part of Alabama’s tourism economy, bringing visitors into communities of all sizes and creating opportunities that extend far beyond the sporting event itself,” Glenda Allred, director of the Alabama Tourism Department, said last week. “These impressive numbers reflect the dedication of our tourism partners and the investments being made across the state. With Birmingham hosting the TEAMS Conference this week, we have an incredible opportunity to showcase Alabama’s world-class facilities, Southern hospitality, and ability to host events on a national stage.”
“As a lifelong resident, small business owner, and a senator of the State Capitol, I’m proud of the progress our state has made and continues to make, and sports have a lot to do with it,” said Sen. Garlan Gudger, R-Cullman. “We are known for our passion and success in college football, but we are much more than that, because our passion is built on the support of our communities. It’s the pride ingrained in our communities that makes the next great athlete.”
Sports Alabama’s new brand, featuring the tagline “Where Champions Are Made,” reflects the state’s rich athletic heritage and growing reputation as a competitive sports destination. The refreshed identity brings together destinations across Alabama under a unified message while positioning the state for continued growth in the sports tourism industry.
The announcement coincided with the 2026 TEAMS Conference & Expo, held Oct. 26-29, at the Birmingham-Jefferson Convention Complex.
For more information about Sports Alabama, visit SportsAlabama.org.
