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Frisco Emerges as Prime Destination for Sports Events

Sports Business Journal highlights Frisco as one of the 'Ones to Watch' in its 2024 Best Sports Business Cities list

By Elizabeth Roubik

Sports Business Journal (SBJ) recently released its 2024 Best Sports Business Cities (BSBC) list, with Frisco, Texas—also known as “Sports City USA”—earning recognition as one of the “Ones to Watch” this year. The BSBC rankings, reported annually, assess the success of cities in attracting and hosting a diverse range of sporting events through a six-month study that spans 1,500 events from 2017-2023. In its research, the SBJ team also interviews top sports executives to incorporate additional feedback in the results.

Ford Center at The Star in Frisco, practice facility and headquarters of the NFL's Dallas Cowboys
Ford Center at The Star in Frisco, practice facility and headquarters of the NFL’s Dallas Cowboys || Courtesy of Visit Frisco

The city’s designations for the “Ones to Watch” category are attributed to several key factors. For instance, the monumental $500 million PGA Frisco development has positioned Frisco as a burgeoning hub for both golf professionals and enthusiasts. This development is home to just one of the eight pro and college sports organizations in the city. Frisco’s recognition as a sports-centric destination is also enhanced by its prestigious sports medicine and research centers, along with its growing sports tech and esports ecosystems. With renowned teams such as the Dallas Cowboys, Dallas Stars, and FC Dallas—along with state-of-the-art stadiums and a variety of both large and intimate venues—Frisco is rising in the ranks as a “sports event-hosting juggernaut,” as stated by SBJ in its report.

Frisco is also perfectly positioned with convenient access to two major airports in Dallas, adding to its appeal for event organizers and attendees. High-class facilities, a broad selection of hotels, numerous dining options, and after-tournament entertainment add to the Frisco experience.

“This latest recognition by SBJ shows that Frisco continues to punch above its weight, consistently competing with established, top-tier destinations for the right to host a variety of tourism-inducing events,” says Josh Dill, director of sports and events at Visit Frisco. “Sports continue to serve as a catalyst for our destination, creating national and international awareness that leads to increased tourism and economic development.”