Frisco Named as Top 50 Best Sports Business Cities in 2026
FRISCO, TEXAS - May 18, 2026 - Frisco is among the 50 Best Sports Business Cities as ranked by Sports Business Journal in 2026.
SBJ looked at the overall wins, losses and sustained successes of the 2,384 markets that are the home of at least one professional or Division I college athletic program, a permanent event or a major stakeholder. The final rankings were based on such key elements as construction projects, sponsorships, attendance and sports industry B2B events.
The rankings are based on a combination of more than 540,000 data points collected by SBJ’s editorial research team and input from more than 120 executives from across sports business through February 28, 2026. As part of SBJ's methodology, they tracked 9,409 unique entities, 520 construction projects, more than 1,000 naming rights, uniform patches and on-field logos, 1.48 billion in attendance, 300+ sports industry B2B events, and 1,600+ sponsors.
Notable for Frisco earning the #46 spot on the list is the Dallas Cowboys’ Ford Center at The Star, Dude Perfect headquarters, the PGA of America and its 660-acre mixed-use campus, US Youth Soccer, Toyota Stadium, home to FC Dallas, the National Soccer Hall of Fame and the UFL Renegades, Comerica Center, home of the NBA G League Texas Legends and the Dallas Stars’ headquarters and practice sessions.
New to the methodology for 2026 was viewing cities as a stand-alone market rather than grouping regions together. If a city has its own convention space and/or sports venue and a DMO staff that is specifically tasked with luring sporting events and conferences to that specific town, then those would be considered as a stand-alone market. As a result, Dallas, Fort Worth, Arlington, and Frisco are now ranked separately. Dallas earned the #20 spot, Fort Worth #49, Arlington #24, and Frisco #46.
Frisco's previous ranking in SBJ's lists include 2025's Best Cities for Soccer (ranked #5 and grouped with the Dallas market), 2024's Event Hosting Ones to Watch, and 2023 Best Sports Business Cities (ranked #1 and grouped with the Dallas market).
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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 VISITFRISCO.COM.
Visit Frisco Contact:
Kelly Walker
[email protected]
972-292-5264