Sports Events & Tourism Association

What Sports Events & Tourism Association does

Sports Events & Tourism Association (Sports ETA) is a U.S.-based 501(c)(3) non-profit trade association serving the sports and events tourism industry. Founded circa 1990 (formerly the National Association of Sports Commissions, or NASC) and headquartered in West Chester, Ohio, the organization provides education, advocacy, research, and networking services to 850+ member organizations and 2,500+ sports events and tourism professionals across North America, including sports commissions, destination marketing organizations (DMOs), rights holders, and industry service providers. Revenue is generated primarily through tiered annual membership dues, event registration fees across five annual gatherings (Symposium, Women's Summit, Chief Executive Summit, Facilities Summit, and 4S & Rights Holder Summit), and corporate sponsorships. The 2026 Symposium at Caesars Forum in Las Vegas drew a record 1,200+ industry leaders.

Name

Sports Events & Tourism Association

Legal name

Sports Events and Tourism Association

Website

https://sportseta.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Sports ETA is the only U.S. 501(c)(3) trade association for the sports and events tourism industry, serving 850+ member organizations through membership, five annual industry events, certification programs, and research including the State of the Industry Report.

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121)

SIC

Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports Event Promotion & Tournament Operations (MPAKAKAC)

akta.pro secondary industry

Regional/Continental Confederations & Associations (MPAKAFAD)

Keywords

• Sports tourism association
• Trade association services
• Industry events hosting
• Membership organization
• Sports commission networking

Headquarters

HQ city

West Chester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: Annual membership fees for sports commissions, sports destinations, sports event owners, and industry partners with tiered benefits based on organization type and size.
2. Event Registration Fees: Revenue from hosting major industry gatherings including the annual Symposium, Women's Summit, Chief Executive Summit, Facilities Summit, and 4S & Rights Holder Summit.
3. Corporate Sponsorships: Corporate sponsor partnerships including presenting sponsors for the State of the Industry Report and housing services/technology providers for events.
4. Research Reports & White Papers: State of the Industry Reports and white papers on sports tourism topics, available free to members and for purchase to media.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Sports ETA is a non-profit 501(c)(3) trade association that serves the sports events and tourism industry by offering tiered membership programs, hosting annual industry events (Symposium, Chief Executive Summit, Women's Summit, 4S & Rights Holder Summit, Facilities Summit), providing professional education and certification (Sports Tourism Learning Institute, STS Certificate), delivering research and data intelligence (State of the Industry Reports, White Papers, Active Insight AI-driven platform), operating an Event RFP Database and impact calculators, and advocating on national issues affecting sports commissions, destinations, rights holders, and industry partners.

Product overview

Sports ETA operates as the only non-profit 501(c)(3) trade association for the sports events and tourism industry in the United States. The organization offers a comprehensive suite of products and services organized around four pillars: Education, Advocacy, Resources, and Networking. Key offerings include Active Insight (an AI-driven data intelligence platform powered by EventConnect), the Event Impact Calculator, the Earned Media Calculator, and the Event RFP Database. The association hosts major annual events including the Symposium (1,200+ attendees), Chief Executive Summit, Women's Summit, 4S & Rights Holder Summit, and Facilities Summit. Additional products include the Sports Tourism Learning Institute (STLI) with its STS Certificate Program, the Sports Events Entertainment Network (SEEN) podcast platform, the Sports Legacy Fund grant program, and the annual Member Awards program including the Hall of Fame. Research capabilities are provided through annual State of the Industry Reports and white papers covering industry trends and best practices.

Differentiator

Problem solved

Functional benefit

Brands

• Sports Events Entertainment Network (SEEN): A multimedia platform featuring podcasts and video content showcasing award winners and industry insights.
• Sports Tourism Learning Institute
• Active Insight
• The Pulse

Products and services

• Active Membership Program
• Symposium (Annual Conference)
• Chief Executive Summit
• Women's Summit
• 4S & Rights Holder Summit
• Facilities Summit
• Active Insight (Data Intelligence Platform)
• Sports Tourism Learning Institute (STLI)
• State of the Industry Report
• Event RFP Database
• Event Impact Calculator
• Earned Media Calculator
• Sports Events Entertainment Network (SEEN)
• Sports Legacy Fund
• Member Awards Program
• White Papers
• Member Mentoring Program
• Career Center

Quantifiable outcome

• $274.5 billion total economic impact of sports tourism industry (2026 report)
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature1 record

Partnerships

Ten partnerships are on record, tiered core, flagship and major.

• EventConnectcoreTechnology or Integration · 14 May 2026Strategic partnership to power Active Insight, an AI-driven data intelligence platform for the sports events and tourism industry. The platform leverages EventConnect's data capabilities combined with Sports ETA's industry expertise to deliver real-time visibility into event performance metrics, hotel demand patterns, booking behaviors, and travel trends.
• Special OlympicscoreStrategic or Co-development Partner · 4 May 2026Multiyear partnership to expand sports tourism opportunities for athletes with intellectual disabilities. Sports ETA's 850+ member organizations provide Special Olympics with research, education, connections to destinations and event hosts across North America, expanded media visibility, and integration into industry platforms including the Sports ETA Symposium. Partnership creates opportunities for destinations to bid on and host Special Olympics events.
• Las Vegas Convention and Visitors AuthorityflagshipStrategic or Co-development Partner · 20 April 2026Host destination for the record-breaking 2026 Symposium at Caesars Forum, bringing together 1,200+ industry leaders for the premier sports tourism gathering.
• Caesars EntertainmentflagshipStrategic or Co-development Partner · 20 April 2026Host venue partner for the 2026 Symposium, providing world-class facilities at Caesars Forum in Las Vegas for the sports tourism industry's premier event.
• Albuquerque Sports CommissionmajorGTM or Marketing Partner · 20 April 2026Sponsor of the Sports ETA Hall of Fame, powering the association's highest honor recognizing lifetime achievement in the sports tourism industry.
• Northstar Meetings GroupflagshipGTM or Marketing Partner · 16 April 2025Presenting sponsor of the annual State of the Industry Report, supporting Sports ETA's flagship research initiative on spectator sports tourism economic impact.
• 3STEP SportsmajorStrategic or Co-development Partner · 8 April 2025Partnership announced to expand sports tourism opportunities and industry collaboration with youth sports event organizer.
• Team Travel SourcecoreTechnology or Integration · 4 February 2025Official Housing Services Provider for Sports ETA events, managing customer service and support for Sports ETA members and event attendees. Partnership covers Symposium, 4S Summit, Chief Executive Summit, and Women's Summit events.
• EventPipecoreTechnology or Integration · 4 February 2025Official Housing Technology Provider, supplying the platform for booking online reservations and streamlining the housing management process for Sports ETA events.
• Tourism EconomicscoreStrategic or Co-development Partner · 1 September 2020Research partner conducting economic impact studies for the State of the Industry Reports, providing comprehensive analysis of sports tourism economic contribution.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Destinations International: Trade association for destination marketing organizations (DMOs) and destination management companies. Closest direct peer to Sports ETA as it serves overlapping tourism-industry constituents with membership, advocacy, education, and research offerings.
• Connect (formerly CEMA): Community for the meetings, events, and association industry. Comparable as it operates trade events and membership programs connecting planners with destinations and suppliers in adjacent meetings/events verticals.
• International Live Events Association (ILEA): Live events industry association serving event professionals and suppliers. Comparable through its membership-driven trade body model with chapters, education, and annual events serving events industry professionals.
• National Tour Association (NTA): Trade association for tour operators, DMOs, and suppliers in the packaged travel sector. Comparable membership/events model targeting similar tourism-industry buyers with annual conventions and education programs.
• US Travel Association: National trade association representing the US travel industry. Comparable as a membership-based advocacy and research organization serving tourism stakeholders with annual events, policy work, and economic impact reports.

Emerging players

• Northstar Meetings Group: Media brand and events platform for the meetings and incentives industry. Comparable as a publishing/events entity serving the same tourism and event ecosystem, and a current Sports ETA partner.

Broad incumbents

• ASAE (American Society of Association Executives): Umbrella association for US trade and professional associations. Comparable as the meta-association serving association executives, including the type of leadership running Sports ETA and other tourism bodies.
• PCMA (Professional Convention Management Association): Large global association for the business events industry. Comparable as a broader incumbent serving meeting professionals, with conferences and education overlapping Sports ETA's professional development offerings.

Others

• EventConnect: Technology platform powering sports event housing and travel management. Comparable as a sports-tourism technology vendor and current strategic partner powering Sports ETA's Active Insight data platform.
• Team Travel Source: Sports team travel and housing services provider. Comparable as Official Housing Services Provider for Sports ETA events and as a vendor serving the same sports tourism ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Sports_ETA
• Facebookfacebook.com/SportsETA
• LinkedInlinkedin.com/company/sportseta

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Events & Tourism Association