Frisco Launches New Sports City USA Brand

Frisco, Texas is Sports City USA. Visit Frisco, in collaboration with its community partners, has unveiled a new brand designed to capture the spirit of Frisco and position the city for continued growth as one of the nation’s premier sports destinations.

The year-long branding process began in September 2024 and included a comprehensive discovery phase, surveys, stakeholder interviews, workshops and the development of a new voice, tone and visual identity. Findings from each stage informed presentations, discussions, and decisions ensuring the final brand is deeply rooted in the perspectives of those who live, work, and play in Frisco.

A brand steering committee comprised of representatives from the Dallas Cowboys, FC Dallas, PGA of America, Dallas Stars, Frisco RoughRiders and Kurt Thomas Gymnastics provided ongoing guidance throughout the process. Their input helped shape a brand that captures the essence of the city’s sports ecosystem.

“Thanks to the strategic and intentional investment in Frisco’s sports infrastructure, we are fortunate to partner with some of the most recognizable brands in the regional and national sports landscape,” said Josh Dill, assistant executive director of Visit Frisco. “Their input and guidance in building this Sports City USA brand ensured authenticity and alignment with their well-established brands.”

Community insights were also a critical component of developing the new brand. An online survey circulated to residents, business owners, and sports industry professionals received 92 responses. Findings revealed that innovation, collaboration, community support, and a business-friendly culture are seen as the key reasons sports organizations choose Frisco.

“Survey results made it clear that Frisco’s sports community is defined by collaboration and forward-thinking partnerships,” said Cori Powers, director of marketing and communications at Visit Frisco. “Those insights helped us craft a strong brand promise that reflects the heart of our sports culture: Where Greatness Grows.”

The Sports City USA brand and logo launched in tandem with the debut of “Where Greatness Grows: The Story of Sports City USA,” a seven-part docuseries which debuted on Sept. 25, 2025. The series features the stories of the people, teams and organizations behind Frisco’s remarkable sports legacy and is available to view on VisitFrisco.com and YouTube.