Sports City USA Wins Gold at The Drum 2026 B2B Awards

MIAMI, FL - November 9, 2026 - Visit Frisco won gold at the 2026 The Drum Awards for B2B. The Sports City USA™ brand, docuseries, and campaign won gold in the category of Industry - Travel & Events.

The Drum is a leading global publisher for the marketing and media industries. The Drum Awards for B2B celebrate the full spectrum of modern business marketing, recognizing strategic, creative, and commercial excellence. 

The Sports City USA campaign transformed a trademark into a brand platform and tagline, Where Greatness Grows, anchored by a seven-part docuseries co-authored with sports leaders of the Dallas Cowboys, PGA of America, FC Dallas, and more. 

"We are so proud of our marketing team and our agency, VERB Interactive, for this incredible project that tells the story of Sports City USA in such a captivating way," said Marla Roe, Visit Frisco Executive Director. "It was complex and creative, involved so many moving parts, and the teams pulled it off to perfection."

In September 2025, Visit Frisco revealed the Sports City USA brand and docuseries after months of discovery and research to drive the creation of the brand voice and tone. The campaign was executed strategically to reach sports stakeholders and decision makers in sports events. Campaign results included an 81% increase in sports-specific lead room-night volume, 27.5K+ qualified audience sessions to the brand landing page, 2.2M+ video ad views, 9.5M+ ad impressions, booking inquiries from Olympic Governing Bodies, and Visit Frisco was featured at BizBash Sports and US Sports Congress.

See The Drum's case study on Sports City USA here.