MONTGOMERY– Alabama sports tourism generated more than $685 million in economic impact through events hosted by Sports Alabama’s member destinations in 2025.

According to the Alabama Tourism Department, the organization’s 22 member destinations hosted 1,077 sporting events. Together, those events generated approximately 759,000 hotel room nights.

The announcement also coincides with a new brand for Sports Alabama, featuring the tagline “Where Champions Are Made.”

For example, the organization promotes Alabama as a destination for youth tournaments, collegiate championships, national competitions, and professional sporting events. In addition to attracting athletes and spectators, those events support hotels, restaurants, attractions, and other businesses.

Tourism Benefits Extend Beyond the Playing Field

Alabama Tourism Department Director Glenda Allred said sporting events create opportunities for communities of all sizes. She also credited tourism partners and investments across Alabama for supporting the industry’s growth.

In addition, Allred said the conference offers an opportunity to showcase Alabama’s facilities and Southern hospitality.

Meanwhile, Sports Alabama President Joel Lamp emphasized that visitor spending reaches beyond hotels to gas stations, shops, restaurants, and attractions.

State Sen. Garlan Gudger also pointed to community support as a foundation for Alabama’s athletic success. He said the state’s sports identity extends beyond its reputation for college football.

Sports Alabama’s refreshed brand draws on that athletic heritage. It also gives participating destinations a shared identity as they compete to attract sporting events.

Birmingham Hosts National Sports Industry Conference

The announcement comes during the 2026 TEAMS Conference & Expo, which runs Oct. 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.

Participants include event organizers, national governing bodies, sports commissions, and destination representatives. In turn, Alabama tourism leaders have an opportunity to showcase facilities and hospitality to people who select event locations.

Allred said hosting the conference provides a national stage for Alabama’s sporting facilities and tourism infrastructure.