Visit Frisco Announces Sports City, U.S.A. Initiative

Frisco, Texas (July 25, 2017) – Visit Frisco announced today it is launching a new initiative: Sports City, U.S.A. The unveiling was made at a tourism event attended by industry partners, city officials and department staff at Toyota Stadium’s newly renovated Winners Club.

“We are excited to share and officially claim Frisco, Texas, as Sports City, U.S.A.,” said Marla Roe, executive director of Visit Frisco. “Sports tourism means business for the city. In 2016, we hosted just under 40 sports events, totaling an economic impact of more than $14 million, and those are just the groups Visit Frisco worked with directly, so the true number is much more than that.”

Along with the five professional sports teams that call the city home, Frisco also features multiple world-class athletic facilities, prestigious medical and sports rehabilitation centers, national and international athletic organizations and an emerging eSports community. These elements, combined with the vision of city leaders, have allowed the second fastest-growing city in the U.S. to establish a premium quality of life for its residents, corporations and visitors.

“The city leaders recognize the important role sports can play in building a great quality of life for this city,” said Chuck Greenberg, general partner and CEO of the RoughRiders. “They have created a very positive environment for sports and business to grow and to find creative new opportunities. And in five quick years, Frisco has become a nationally known sports destination located here in the heart of the U.S.”

“Frisco is not only friendly to sports but to business,” said Stephen Jones, executive vice president, chief operating officer and director of player personnel for the Dallas Cowboys. “With Frisco’s vision and its leaders’ commitment to sticking to that vision, they’ve turned Frisco into one of the most vibrant communities in the U.S.”

“Sports is a way of life for many of our residents, and visitors alike, who value health and fitness, relish competing themselves or just enjoy being a fan,” said Frisco Mayor Jeff Cheney. “Whether you’re a youth player; a high school or collegiate champion; a ‘pro’ or a ‘weekend warrior’, like myself, ‘Sports City, U.S.A.’ is a destination designed with you in mind. Our community features world-class venues; youth, amateur and professional teams; and an array of sports businesses and services. Our sports-centric climate is contributing to an emerging industry in Frisco, dedicated to sports research, development, treatment and injury prevention. Here, sports provides both entertainment and economic development.”

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About Visit Frisco

Founded in 2003, Visit Frisco has grown in tandem with the extensive growth of leisure travel, sports, and meeting facilities within the city. It’s the organization’s mission to generate a positive awareness of Frisco as a premiere destination for meetings, sporting events, conventions, trade shows, leisure travel, and to positively impact the economic base of the City of Frisco. Official accreditation recognizing excellence and achievement was awarded in 2009 by the industry organization Destination’s International. For more information, head to or call 877-GO-FRISCO.