Sports tourism: Connecting fans and destinations through transatlantic collaborations

A recent webinar hosted by ConnectFC and General Sports Worldwide, moderated by Graham McKenzie of TravelMole, brought together leading voices in sports tourism and destination marketing.

The panel included Yolanda Fletcher representing Visit Detroit, Kris Keprios from Visit Central Florida, Cuyler Holmquist of General Sports Worldwide and Jon Flatman CEO of Barnsley Football Club.

Each shared their insights into how sports partnerships are transforming travel and strengthening community engagement.

Sports Tourism: A Rapidly Growing Industry 

The discussion opened with McKenzie highlighting the immense $79 billion annual value of sports marketing. Panellists agreed that football (soccer) is the main driver of this growth, especially in the U.S., where its popularity is fuelled by cultural moments like “Ted Lasso,” Lionel Messi’s move to Miami, and the rise of celebrity club owners. This has led to more transatlantic collaborations, such as Visit Detroit’s partnership with Burnley FC and Central Florida’s sponsorship of Swansea City.

Strategic Partnerships: Beyond Branding 

Yolanda Fletcher described Visit Detroit’s innovative partnership with Burnley FC, co-owned by NFL star J.J. Watt. This collaboration aims to attract younger audiences and connect the shared industrial heritage of Detroit and Burnley. The partnership goes beyond social media and TV exposure, fostering community engagement, merchandise exchanges, and influencer involvement. Fletcher said that their success is measured by long-term travel interest and cultural exchange, not just immediate returns.

Kris from Visit Central Florida shared a similar approach with their sponsorship of Swansea City. The partnership leverages Lakeland’s “Swan City” identity, rooted in a historic gift of swans from the Queen of England. Beyond raising the region’s profile in the UK, the collaboration has inspired youth soccer programs and coaching exchanges, deepening ties and enhancing Central Florida’s brand.

The Club Perspective: Community and Broadcast Reach 

Jon Flatman of Barnsley FC highlighted the importance of aligning with clubs that share a destination’s values and community spirit. He pointed out that football clubs are not only local icons but also gateways to wider exposure through league broadcasts. These partnerships extend to community projects and sustainability initiatives, providing broad benefits for both clubs and sponsors.

Beyond Football: Expanding the Sports Tourism Landscape 

Cuyler Holmquist noted that while football leads global interest, sports like basketball, American football, and volleyball are also gaining traction internationally. He stressed the importance of authentic connections—whether through shared heritage, demographics, or unique local stories—to make sports partnerships effective for destination marketing.

Looking Ahead: The Future of Sports Tourism 

The panel agreed that sports tourism is becoming a powerful tool for cities and regions to boost their global profile, build community pride, and drive economic growth. With major events like the FIFA World Cup approaching, destinations such as Central Florida are well-positioned to attract more visitors by marketing themselves as ideal fan bases.

The webinar underscored that successful sports tourism partnerships are rooted in authentic storytelling and community engagement. As travel continues to recover, the intersection of sports and tourism offers exciting opportunities for destinations around the world.

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