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Sports Salt Lake Named Sports ETA Sports Tourism Organization of the Year

The Sports Salt Lake team accepting the ETA Sports Tourism Organization of the Year award.

 

LAS VEGAS (April 21, 2026) – Sports ETA, the trade association for the sports events and tourism industry, today announced Sports Salt Lake, Powered by Visit Salt Lake, as the recipient of the Sports Tourism Organization of the Year Award (Over 500,000 population) at the 2026 Sports ETA Symposium here.

The Sports ETA Member Awards are presented by Team Travel Source.

The award recognizes Sports Salt Lake’s outstanding performance in driving sports tourism, economic impact, and community engagement across Salt Lake County. In 2025, the organization generated more than 332,000 hotel room nights, a 22% increase year-over-year, and delivered $196.5 million in total economic impact, reflecting a 24% annual increase.

Judges noted the organization’s success in supporting a diverse and high-impact portfolio of events across multiple sports and venues. Major events included USA Volleyball championships generating $34.2 million in economic impact, X Games Salt Lake City with $15.7 million in impact and national broadcast reach, and major soccer events such as the MexTour match drawing more than 50,000 attendees and producing $9.3 million in economic impact.

Sports Salt Lake also demonstrated leadership in expanding its sports ecosystem, supporting events at 30 venues across 23 municipalities, ensuring widespread economic benefits throughout the region.

“Sports Salt Lake represents the very best of what sports tourism leadership looks like at scale,” said John David, President & CEO of Sports ETA. “Their ability to drive measurable economic results, build meaningful community partnerships, and position Salt Lake on the global stage sets a powerful example for destinations nationwide.”

“We are incredibly honored to be recognized by Sports ETA as Sports Tourism Organization of the Year,” said Clay Partain, Sports Salt Lake. “This award reflects the dedication of our team, the strength of our partnerships and our shared commitment to creating world-class sports experiences that benefit our entire community.”

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About Sports ETA:

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and rights holders. Sports ETA is committed to the success of more than 800 member organizations and 2,400 sports event professionals. We promise to deliver quality education, ample networking opportunities, and exceptional event management and marketing know-how to our members to protect the integrity of the sports events and tourism industry. For more information, visit SportsETA.org.

About Sports Salt Lake:

Sports Salt Lake is a division of Visit Salt Lake, a private, non-profit corporation responsible for the promotion of Salt Lake as a convention, sports, and travel destination. Sports Salt Lake’s mission is to improve the area economy by attracting and providing support to sports and athletic events to Salt Lake County. Salt Lake is a unique fusion of metropolitan city and quaint mountain town; the towering Wasatch Mountains that embrace Salt Lake offer a dramatic backdrop to the vibrancy and activities of downtown. For more information on all that Salt Lake has to offer, go to www.VisitSaltLake.com.

About Visit Salt Lake:

Visit Salt Lake (VSL) is the private, nonprofit Destination Sales & Experience Organization (DSXO) dedicated to recruiting, retaining, and activating conventions, meetings, sporting events and leisure travel that fuels the region’s visitor economy. In partnership with Salt Lake County, hoteliers, members and public-sector stakeholders, VSL helps generate $6.15 billion in annual visitor spending, $575 million in direct tax revenue and $1,700 in household tax savings while supporting more than 56,000 jobs. By championing Salt Lake's authentic urban-meets-mountain identity, VSL creates transformative experiences that benefit the community and visitors alike. For more information, visit www.VisitSaltLake.com.