Sports Alabama Announces More Than $685 Million in Economic Impact for 2025

Sports Alabama had a banner year in 2025, and the state-wide sports organization is carrying the momentum forward with refreshed branding.

Alabama’s sports tourism organization, Sports Alabama, announced that its 22 member destinations brought more than $685 million in economic impact to the state in 2025, according to an annual report released Monday.

In a press conference Monday at Birmingham’s Protective Stadium, Sports Alabama President Joel Lamp said that when factoring in the impact of college football events in Alabama, sports tourism drew $1 billion in economic impact in 2025.

“We’ve come a long way in the last few years,” said Lamp. “Five years ago, right before COVID, we had a $500 million economic impact. We’ve now doubled that since then.” 

The economic news coincided with the announcement of a new logo and brand strategy for the organization.

Sports Alabama’s new logo includes the outline of the state, a star, a circular background and the phrase “Where Champions Are Made.” 

Sports Alabama Marketing Chair Shellie Kichler detailed the design decisions behind the new brand.

“Every element was thoughtufly considered, including the circular design, which symbolizes connection, unity and our destinations coming together around one shared purpose,” Kichler said.

In a press release, Sports Alabama announced that 1,077 events across youth, amateur, collegiate and professional sports were hosted in the state throughout 2025, resulting in 758,935 room nights.

The state hosted a wide range of events, from the NCAA National Collegiate Beach Volleyball Championship in Gulf Shores and the Abu Garcia College Fishing Championship on Wheeler Lake to the USA Track & Field Masters Outdoor Nationals in Huntsville and the World Championship Turkey-Calling Contest in Mobile.

“We are known for our passion and success in college football, but we are much, much more than that,” said Alabama State Senator Garlan Gudger, who was in attendance for the event.

Sports Alabama’s announcement was made in concurrence with the TEAMS ’26 Conference & Expo, which is being held at the Birmingham Jefferson Convention Complex from October 26-29. Greater Birmingham Convention and Visitors Bureau President and CEO Dan Williams welcomed attendees to the city for the event at the conclusion of Sports Alabama’s event.

“This is an exciting moment, not only for Birmingham, but also for the state of Alabama,” Williams said. “We’re grateful to Sports Alabama, Northstar Meetings Group, SportsTravel and all of our partners who helped bring this incredible week to life.”