Frisco Emerges as Prime Destination for Sports Events

The Sports Business Journal (SBJ) has named Frisco, Texas—also known as "Sports City USA"—as one of the "Ones to Watch" in its 2024 Best Sports Business Cities (BSBC) list. This annual ranking evaluates cities based on their ability to attract and host diverse sporting events, utilizing data from a study of 1,500 events between 2017 and 2023 and feedback from top sports executives.

Frisco's designation is driven by several factors, including the $500 million PGA Frisco development, which has turned the city into a major golf hub. The city is home to at least a dozen professional and collegiate sports organizations, including the Dallas Cowboys, Dallas Stars, and FC Dallas. Frisco also features advanced sports medicine and research centers, a growing sports tech and esports presence, state-of-the-art stadiums, and five world-class sports venues.

Additionally, Frisco benefits from its proximity to two major Dallas airports, enhancing its attractiveness for event organizers and attendees. The city offers high-class facilities, numerous hotels, diverse dining options, and ample entertainment. Josh Dill, director of sports and events at Visit Frisco, emphasized that sports play a crucial role in driving tourism and economic development, helping Frisco compete with top-tier destinations.