Sports City USA Wins Gold and Silver Travel Weekly Magellan Award

Travel Weekly announced the 2026 Magellan Awards Winners honoring the best in travel from design to marketing. Visit Frisco is a Gold Winner in the category Marketing Campaign-Advertising/Marketing and a Silver Winner in the category of Overall-Sporting/Outdoor.

To capitalize on Frisco's rapid growth and global claim to fame, Visit Frisco identified the opportunity to develop a strong, cohesive brand presence as Sports City USA. The primary objective was to harness the power of this brand collective to attract high-value sports meetings and events, ensuring the identity resonated with national and international teams, elite sports organizations, and event planners. 

The Sports City USA campaign was built on five strategic pillars: collaborative foundation, discovery, content as a unifying force, community activation, and full-funnel advertising. 

Visit Frisco saw an 81% increase in sports-specific lead room night volume since the campaign launch. The campaign received more than 2.2 million video ad views, 9.5 million total ad impressions, and more than 27,500 qualified audience sessions on the the brand landing page.

A broad range of industry segments are represented in Travel Weekly's Magellan Awards, including Hotels and Resorts, Travel Destinations, Cruise Lines, Travel Services, Airlines and Airports, Travel Advisors and Agencies, Tour Operators, and Car Rental. The judging panel is comprised of top travel industry professionals.

See the full list of winners and more about Travel Weekly's Magellan Awards here.

About Travel Weekly
Travel Weekly is the most influential provider of news, research, opinion and analysis to the North American travel trade marketplace. It reaches a broad industry audience in print, online and face-to-face events throughout the year. Travel Weekly is a division of Secaucus, New Jersey-based Northstar Travel Group, the largest travel business-to-business travel publisher in the world.