When Jerry Jones, the owner of the Dallas Cowboys, refers to Frisco, Texas, as “Sports City USA,” you know the destination has made it to the big time.
The Dallas suburb that only a generation ago was made up of mostly farmland and a state-of-the-art velodrome, is testament to the power of sports tourism. And while the “Sports City USA” moniker isn’t new, Visit Frisco is leaning into that identity with a major marketing push.
In September, the DMO released its new branding and accompanying seven-part docuseries on YouTube.
The fact that the representatives from the Dallas Cowboys, FC Dallas, PGA of America, Dallas Stars, Frisco RoughRiders, and Kurt Thomas Gymnastics were collaborators on the project speaks to the oversized effect sports has on the city.
Not only are there plenty of games to watch and venues to play in, the presence of five major league sports organizations in the city limits opens doors to opportunities that otherwise would not have existed.
“We’re branding this sports-centric ecosystem,” said Josh Dill, assistant executive director of Visit Frisco.
Seeing Stars
Visitors in Frisco need look no further than The Star for the value that sports brings. First and foremost, The Star is the headquarters for the Dallas Cowboys, arguably the world’s most famous football team and professional sports franchise.
But the corporate space is just one component of the facility, which is a mixed-use facility featuring an Omni hotel, restaurants and retail, and a venue for athletic competitions. Having all of the amenities within walking distance is attractive to leisure guests and meetings.
“I say all the time, ‘Sports is a catalyst,’” said Dill. “For us, it's a differentiator. Sports help to raise our profile so that we can grow in areas that we want to grow.”
Frisco topped the list of “Most Affordable, Fastest-Growing Cities in 2025,” by GoBankingRates.com because corporations are gravitating there.
The PGA of America's new headquarters in Frisco, Texas, opened in August 2022, bringing with it the destination’s second Omni hotel. Yes, world-class championship golf tournaments are played on the premises, but corporate events are far more common.
Due to its proximity to Dallas and the region’s two major airports, Frisco ranks among the country’s most easily accessible destinations. And because it remains a suburb outside two major cities, including Fort Worth, the price is often right for leisure and business travelers.
Locals see more to the appeal.
Visit Frisco distributed an online survey to residents, business owners, and sports industry professionals. Findings revealed that innovation, collaboration, community support, and a business-friendly culture are seen as the key reasons sports organizations choose Frisco.
Experience-Based Travel
The timing of Visit Frisco’s redoubled efforts into sports tourism coincides with the changing marketplace. Music festivals, sports tournaments, and other live events are increasingly at the center of travel plans, according to The World Economic Forum, noting Generation Z and Millennials are more interested in spending their money on experiences than possessions.
WEF Forum research shows that two-thirds of 18 to 35-year-olds say they would rather attend a live event than buy a product of similar value.
And when out-of-towners travel to attend sports and other events, they stay at nearby hotels, eat at area restaurants, and shop locally.
The macrotrend plays out in Frisco. One episode of the video series features former NFL player Jeff Allen and his wife, Marissa Allen, who opened a cookie store in the city. They report business picks up when events are in town.
In 2026, Frisco figures to be a prime beneficiary of the FIFA World Cup. While games will be played at AT&T Stadium in Arlington, Texas, the National Soccer Hall of Fame is located in Toyota Stadium, where FC Dallas plays its home games. The stadium is currently undergoing a $182 million renovation and will reopen in 2028.
Beyond the economic benefits the region will gain from spending of international visitors in town for several days, there will be a boost from Dallas serving as the event’s media headquarters. Dill said media members will set up live shots at the Hall of Fame, adding exposure to the destination.
“Sports is the hook for us to show guests all the other awesome things that are in this community, and we will lean into that,” said Dill.
Sharing Frisco’s Story
While sports are generally defined by wins and losses, and additional statistics, Visit Frisco is taking a different approach with the new marketing campaign.
The DMO won’t judge the branding based on media impressions and increased hotel room nights (though both would be nice).
“There's no call to action in the Docuseries itself,” said Kelly Walker, Visit Frisco’s communications manager. “Instead of just being proud of Sports City USA in our own echo chamber, this is a way for us to be able to share that with outsiders and have them talk with us.”