Visit Frisco launches its sports-centric brand, Sports City USA Brand and shares a seven-part documentary series, Where Greatness Grows: The Story of Sports City USA, highlighting the city’s history as a place where new athletes are born,
Frisco, Texas, officiates its reputation as a sports-centric city
Over the last 40 years, Frisco, Texas, has turned itself into a sports city. Just recently though, Visit Frisco has made it official, adding “Sports City USA” to its brand.
“We felt it was time to add Sports City USA into our brand portfolio in a meaningful way to tell the story of how Frisco’s leadership dreamed of building a sports city. We wanted to highlight to meeting planners and sports events rights holders that Frisco is dedicated to sports venues and partnerships that contribute to great experiences and the idea of growing greatness,” says Josh Dill, assistant executive director of Visit Frisco.
Frisco’s Beginnings
In a seven-part docuseries named Where Greatness Grows: The Story of Sports City USA, Visit Frisco highlighted the city’s history as a place where new athletes are born, starting with the Frisco Superdrome, a bicycle racetrack that opened in 1998. Unfortunately, the track closed in 2017; Collin College will repurpose the 5.5-acre area for growth of its Preston Ridge Campus.
The city’s reputation as Sports City USA has been established long before Visit Frisco decided to add the branding, and meeting professionals and their attendees can experience what that looks like. “Being the home of some of the most recognized sports organizations around, like the PGA of America and the Dallas Cowboys, helps draw interest for groups to come experience a meeting or offsite right in the middle of where those brands do business,” Dill says.
Read More: Lone Star Meetings: Texas Venues That Make an Impression
“We also know that meeting planners are focused on the attendee experience, which often extends beyond formally planned activities. In Frisco, attendees can ‘choose their own adventure’ once the meeting breaks for the day and create memorable dining, retail, arts, culture or sports experiences.”
Many of the city’s official sports venues double as locations the community and visitors can use. PGA of America’s headquarters, part of the larger 660-acre PGA Frisco complex that also includes Omni PGA Frisco Resort & Spa, is a training ground for the city’s high school athletes. The complex also offers visitors a chance to play 18 holes on its championship golf course or check out concerts on its lawn in The District, dubbed The Dance Floor.
It’s football headquarters offers a similar experience, Dill explains. “The Star is not only the world headquarters and practice facility of the NFL’s Dallas Cowboys, but it’s on a 91-acre campus with incredible dining, shopping, medical facilities and entertainment—all opportunities for planners to create unique experiences with the flavor of America’s Team.”
At National Soccer Hall of Fame, groups can compete in interactive virtual games. “Competing in a skills competition or having an authentic sports experience at our wide array of attractions is a great way to build meaningful relationships and network with clients, peers or colleagues,” Dill says.
Frisco’s Future
Looking ahead, the city will soon welcome a renovated Toyota Stadium; scheduled for completion in 2028, the updated stadium will feature a new roof that will provide shade for visitors in the seating bowl, two new suite levels and club spaces on the stadium’s east and west sides.
The stadium also welcomed a new team, United Football League’s Dallas Renegades, who will start playing home games there in spring 2026. Next door, brewery Rollertown Beerworks opens today, which features, Dill says, “an outdoor turfed lawn, stage and two-story taproom for groups big and small and counts Dirk Nowitzki and Dude Perfect among their investors.”
