From the Field of Play to the Feed: How Sports Tourism Fuels Destination Storytelling

Sports tourism has traditionally been measured in room nights and economic impact. But forward-thinking destinations are recognizing something even more powerful: sports events are storytelling platforms.
From creator partnerships and user-generated content to earned media and community pride, sports events can fuel authentic stories that live far beyond the final whistle. This session will explore how destinations are breaking down silos between sports, marketing, and communications teams; maximizing the value of events already on the calendar; and turning a single event into months of content, engagement, and visibility.