Visit Frisco honored with national industry award by Sports ETA for Destination Branding & Marketing Campaign of the Year

FORT WORTH, TX (October 13, 2026) – Visit Frisco was honored by Sports ETA, the national trade association for the sports events and tourism industry, with the 2026 Destination Branding & Marketing Campaign of the Year award, population under 500,000. The award was presented during the association’s 4S & Rights Holder Summit in Fort Worth, Texas.

Visit Frisco earned recognition for its “Sports City USA™: Where Greatness Grows” campaign, developed with VERB Interactive, which transformed the city’s sports identity into a comprehensive destination marketing platform. The campaign united professional sports organizations, civic leaders and community stakeholders around a shared brand, supported by a seven-part documentary series, targeted digital advertising and new sales tools designed to attract sporting events. The campaign generated more than 9.5 million advertising impressions, 2.2 million video views and 27,500 qualified website visits. Visit Frisco also reported an 81% increase in sports-specific lead room-night volume following the launch.

“Visit Frisco demonstrates how a destination can turn a strong sports identity into a powerful business development platform,” said John David, President & CEO of Sports ETA. “By bringing major sports partners and community leaders together around a compelling story, Visit Frisco created a campaign that builds awareness and delivers measurable opportunities for sports tourism growth.”

Cori Powers, Director of Marketing & Communication for Visit Frisco said the award is a shared celebration. "We're honored to receive this recognition from Sports ETA. What makes this award especially meaningful is Sports City USA wasn't a story told by Visit Frisco alone. It was built alongside community partners, from organizations like the Dallas Cowboys, FC Dallas and PGA of America, as well as local champions such as the Frisco RoughRiders, Kurt Thomas Gymnastics and city leadership," said Powers. "It was a privilege to help share the story of how Frisco became Sports City USA."

The Sports ETA Member Awards, presented by Team Travel Source, recognize outstanding contributions that advance the sports events and tourism industry each year.

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About Sports ETA

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 750 member organizations and 2,400 sports event professionals. We promise to deliver quality education, ample networking opportunities, and exceptional event management and marketing know-how to our members to protect the integrity of the sports events and tourism industry.  For more information, visit SportsETA.org.

Contact: Jackie Reau, Game Day

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