Alabama sports tourism generated $685M economic impact in 2025
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The Alabama Tourism Department reported more than $685 million in economic impact generated by sporting events across the state in 2025.
The department announced the number while unveiling its new “Sports Alabama” brand for the state’s growing sports tourism industry.
According to Sports Alabama’s first annual economic impact report, the year included:
- 1,077 sporting events
- 759,000 hotel room nights
- 22 member destinations
- $685 million in economic impact
“Sports tourism made an impact of over $1 billion in 2025, and that isn’t just hotel rooms; it’s gas stations, shops, restaurants, experiences, and opportunities to explore everything that makes Alabama great across all 67 counties. “This year we welcomed the world to two of our global events: an international soccer match in Auburn featuring Argentina… as well as the Paracycling Road World Championships in Huntsville, bringing in over 500 of the top athletes.”
Joel Lamp, president of Sports Alabama
Tourism Department launches Sports Alabama
Sports Alabama’s new brand, featuring the tagline “Where Champions Are Made,” reflects the state’s rich athletic heritage and growing reputation as a competitive sports destination.
The Alabama Tourism Department hopes this new identity will bring together destinations across Alabama under a unified message while positioning the state for continued growth in the sports tourism industry.
“Sports tourism is an increasingly important part of Alabama’s tourism economy, bringing visitors into communities of all sizes and creating opportunities that extend far beyond the sporting event itself. These impressive numbers reflect the dedication of our tourism partners and the investments being made across the state. With Birmingham hosting the TEAMS Conference this week, we have an incredible opportunity to showcase Alabama’s world-class facilities, Southern hospitality, and ability to host events on a national stage.”
Glenda Allred, director of the Alabama Tourism Department
2026 TEAMS Conference & Expo
The announcement coincides with the 2026 TEAMS Conference & Expo, held October 26–29 at the Birmingham-Jefferson Convention Complex.
Hosted by the Greater Birmingham Convention & Visitors Bureau, the conference brings together more than 1,300 sports-event industry professionals, including event organizers, national governing bodies, sports commissions and destination representatives. The event provides an opportunity to showcase Alabama’s sporting facilities, tourism infrastructure and hospitality to decision-makers responsible for bringing major sporting events to destinations across the country.
As Alabama continues to invest in sporting facilities and pursue new events, the Alabama Tourism Department recognizes sports tourism as an important driver of economic development, visitor spending and statewide tourism growth.
