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How hoteliers can cater to sports tourists

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How hoteliers can cater to sports tourists

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Sports tourism is booming, and not just during big-ticket events. According to UN Tourism, sports travel accounts for 10% of tourism expenditure globally, and the sector is slated to grow 17.5% between 2023 and 2030. 

Though events like the Super Bowl and Formula 1 Grand Prix garner headlines for their significant boosts to city hotels — Las Vegas saw record-breaking performance from both events in recent years — the economic impact of sporting events is being felt across regions and hotel chain scales. 

Hotel Dive spoke to hotel marketers about how accommodations providers can attract and cater to sports tourists of all kinds — from those traveling to big-ticket city events to regional youth sports competitions.  

Supporting family travel

Las Vegas saw “remarkable” 22.2% year-over-year growth in meeting volume in 2024, “attributed significantly to sports entertainment,” according to a July Knowland by Cendyn report. 

But while large events like the Super Bowl or World Series bring mass crowds to major markets, smaller events can also have a notable impact on tertiary markets, a Knowland by Cendyn spokesperson told Hotel Dive. “In a market like Chicago or Orlando, a single little league or JV tournament would probably have very little impact on the overall data, while a large tournament in a much smaller market would probably register in a much bigger way.”

Extended stay brand My Place Hotels caters to many of those smaller markets, Megan Kukowski, the brand’s director of marketing, told Hotel Dive. 

“It’s definitely increasing,” she said. “And the ages for traveling sports [are] getting younger and younger. You’ll see families traveling hundreds of miles for children as young as first or second grade.” 

Kukowski — a former youth athlete herself — said she sees the simple, convenient amenities she preferred in her competition days reflected in the desires of My Place guests. 

“We don’t have some of the fancier amenities. Most of our hotels don’t have pools. We don’t have on-site gyms,” she said. “But what we’re learning from this segment is that these families aren’t looking necessarily for those amenities … you’re really looking for a comfortable place to crash after a long day.” 

Simple amenities, such as healthy breakfasts, laundry facilities and the ability to store and cook food in-room, go a long way when catering to these travelers, Kukowski noted. Pet-friendly policies also help when entire families hit the road. 

Multigenerational travel is on the rise, and more hotels and resorts are catering to large families, experts previously told Hotel Dive. According to Wanderland’s Kids Hospitality Report, released in November, kid-friendly hospitality could be a $175 billion opportunity for hotels globally. 

Providing memorable experiences

Nashville, Tennessee, is better known for music tourists than sports tourists. But according to Lisa Bush, Thompson Nashville’s director of sales and marketing, that’s about to change. 

“Music City in general has been doing so much better about all kinds of sports,” Bush said. 

The NFL’s Tennessee Titans are slated to move into a new $2.1 billion stadium in 2027. But this year, the city has emerged as a soccer destination, thanks to soccer stadium Geodis Park, which opened in 2022. The 30,000-seat venue is the largest soccer-specific stadium in the U.S., according to the team it hosts, Nashville SC

In June, Geodis will host club teams from around the world for the FIFA 2025 Club World Cup, an event that Nashville SC Vice Chairman Ian Ayre told local station News 2 will “bring so many people, fill hotel rooms, fill restaurants, fill stores and the spending is incredible.” 

As the closest hotel to the stadium, Thompson Nashville is expecting soccer fans aplenty. Bush and her team created a package to cater to these visitors’ needs, including a see-through tote guests can take into the stadium, portable minifans and drink deals for when they return to Thompson after the game. 

Unlike busy families crashing at a My Place, guests at the luxury Thompson want more from their hotel. 

“They don’t come here just for the bed and the sleep. They want to experience our nightlife, our rooftop, our seafood restaurant and other things here at the property,” Bush said, adding that the biggest part of offering that experience is customer service. “They’re not going to spend the whole time at the sports facility.”

Other hospitality players are offering tailored packages for sports fans, too — often as a loyalty play. Wyndham Hotels & Resorts partnered with Minor League Baseball to allow its loyalty program members to exchange points for baseball tickets last year. And Marriott Bonvoy similarly partnered with the U.S. Soccer Federation to offer exclusive fan experiences.  

Staying close to the community

Nashville — which is slated to open the second-most hotel rooms in the U.S. this year, following New York City — has plenty of sports facilities. In 2023, Sports Business Journal ranked the city No. 8 on its list of top markets for sports business

The city has hosted everything from IndyCar racing to professional bull riding, Bush said. The key to staying prepared, she added, is keeping in touch with the city’s visitors and convention bureau about events. 

“We really encourage our individual hotels to get involved in the community,” Kukowski said. My Place hotel managers often connect with local tournament organizers and venues, and sometimes they even sign on as official sponsors to serve as the event’s preferred hotel. 

“Really, it is a grassroots effort, and we’re in a lot of tertiary markets so we do have the ability to get really involved in [local] chambers,” she said. “Get to know those people, because it can actually make a huge difference.”

Knowland by Cendyn’s July report also encouraged hoteliers to tap into local networks, as building relationships with sports organizations can position a hotel as “their go-to venue.” 

“Understand their requirements, seasonal patterns, and how your hotel can meet their specific needs,” the report advised. 

College-town hotels, in particular, are catering to college sports-loving guests with themed decor, gameday watch parties and tailgates — and sports development is directly driving hospitality growth in these markets, Gareth Brown, vice president of operations at Charlestowne Hotels, told Hotel Dive last year. 

“The schools that are making strategic expansions in [this area] tend to have a growing need for premium accommodations,” Brown said.

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Purdue Volleyball Adds ACC All-Freshman Outside Hitter to 2026 Roster

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Purdue has added a young star to its 2026 roster via the transfer portal. The Boilermakers landed a commitment from former Georgia Tech outside hitter Mimi Mambu. She comes to West Lafayette with three years of eligibility remaining.

Mambu spent her freshman season with the Yellow Jackets and was named to the ACC All-Freshman Team. She averaged 2.923 kills per set and hit .155 for the year. The 6-foot outside hitter also totaled 48 blocks and averaged 1.067 digs per set.

“What a wonderful Christmas gift to get the commitment from a smart and dynamic student-athlete,” coach Dave Shondell said in a statement. “We’re excited to have this hard-hitting high-flyer join our team after such a strong first season at Georgia Tech where she helped lead them to an NCAA tournament appearance. We watched Mimi play in high school and knew she would be a special player. Mimi learned so much about our program from Kash [Akasha Anderson] and Isabelle Bardin who are good friends from the D.C. area.”

Shondell saw Mambu up close during the 2025 season. On Sept. 3, the Boilermakers hosted Georgia Tech in the Stacey Clark Classic. The Yellow Jackets won the match 3-1, and the freshman hitter ended the evening with 10 digs and seven kills.

Georgia Tech ended the year with a 16-14 record.

Mambu will likely fill a void left by Purdue senior Akasha Anderson, who proved to be one of the top hitters last season. After transferring in from Michigan State, the senior averaged 2.911 kills per set and had a .282 hitting percentage. She only got better as the season progressed.

Mambu will join a talented and experienced roster in West Lafayette. She joins All-Big Ten selections Kenna Wollard and Grace Heaney at the pin-hitter spots. She will also be playing alongside All-Big Ten setter Taylor Anderson and All-Big Ten honorable mention libero Ryan McAleer.

Purdue closed out the 2025 season with a 27-7 record and a trip to the Regional Final round of the NCAA Tournament.

Mambu had ups and downs

Mackey Arena hosts the NCAA volleyball match between the Washington Huskies at the Purdue Boilermakers

Mackey Arena hosts the NCAA volleyball match between the Washington Huskies at the Purdue Boilermakers | Chad Krockover / For The Journal & Courier / USA TODAY NETWORK via Imagn Images

As any freshman might, Mambu had some highs and lows throughout her freshman campaign. She reached a double-digit kill total in 13 of Georgia Tech’s 30 matches.

Mambu also had some off days, though. On five occasions, she ended a match with a negative hit percentage. Three of those came against Louisville, Pitt, and Purdue, all of which made deep runs into the NCAA Tournament.

Mambu is a tremendous athlete with high-flying ability and a strong arm. The biggest focus for Shondell and the Boilermakers will be to develop some consistency, but Purdue’s coaching staff has proven it can correct some of those issues.

Plus, with a full year of college volleyball now under her belt, Mambu is likely to show major improvement from her freshman to sophomore season.

Get top Boilermakers stories, expert analysis, and can’t-miss moments straight to your inbox for free by signing up for the Purdue Boilermakers on SI newsletter!

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PURDUE FRESHMAN HITS TRANSFER PORTAL: One of Purdue’s freshmen from the 2025 recruiting class entered the NCAA transfer portal and has already found a new home. CLICK HERE





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Cougars come back to win Pop-Tarts Bowl 25-21 over Georgia Tech – BYU Athletics – Official Athletics Website

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Fourth Quarter

On second-and-nine, Bachmeier found Roberts in a tight window for a gain of 18. Damuni added four yards, and on third down, Roberts caught a 7-yard pass to move the chains. Bachmeier and Ryan connected for the seventh time, this time for 13 yards to pin BYU at the Yellow Jacket six-yard line. After Kingston recorded a four-yard carry, Nawahine took the direct snap and plowed into the end zone. Keeping the offense on the field to go for two, Bachmier rushed it into the end zone to cut the deficit to three.

BYU forced the game’s first three-and-out. Kingston returned the punt 34 yards to set BYU up at its 45.

Bachmeier pitched to Damuni for a gain of five on first down. The freshman running back gained one yard on the next play, but the Cougars were unable to convert on third-and-four, and Vander Haar and the punting unit returned to the field, resulting in the second three-and-out of the game.

An illegal snap penalty pushed Georgia Tech back to its four-yard line. On second-and-14, King hit Rutherford for a gain of 12, and then another illegal snap penalty was enforced on the Yellow Jackets to set up third-and-seven. Haynes got just short of the line of gain before Glasker and Tanner Wall tackled him to force a punt. Kingston returned the punt four yards and set BYU up at its own 30 with 5:44 on the clock.

Following two incomplete passes, Bachmeier found Kingston at the BYU 34, and he advanced to the 43-yard line to grab the first down. Phillips secured a 14-yard pass from Bachmeier, and then Kingston caught a 15-yard pass to cap three consecutive first downs. After an eight-yard pass to Ryan to the Georgia Tech 20, the running back room led the way, kick-started by Nawahine picking up nine yards with a hurdle over a defender. Bachmeier passed to Damuni for a gain of seven, and then the Providence, Utah product powered into the end zone for his first career touchdown. Alongside Ferrin’s extra point, the Cougars took the lead, 25-21 with two minutes left.

Ferrin’s kickoff was returned 13 yards to pin Georgia Tech at its 21. Nusi Taumoepeau and Lutui hurried King and his pass fell incomplete on first down. On the next play, King lost the ball on a low snap but recovered his fumble for a loss of five yards. On third-and-15, another pass fell incomplete, forcing fourth-and-15. On the play, King went deep to Rivers for a gain of 66 at the BYU 18 with 52 seconds on the clock. The defense held the Yellow Jackets to three-straight incomplete passes, setting up fourth down with 14 seconds remaining. King attempted to hit Haynes in the end zone but his pass was intercepted by Johnson to seal the Pop Tarts Bowl victory 25-21.



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Kats take care of Biblical Studies 117-57

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HUNTSVILLE — Sam Houston bounced back from a loss in the Conference USA opener to wrap up nonconference action with a 117-57 victory over the College of Biblical Studies at Johnson Coliseum on Sunday.
 
The Bearkats (8-4) controlled the temp on both ends of the court, shooting close to 60 percent while limiting the Ambassadors to 31 percent. Sam Houston used its height advantage to dominate the paint, outscoring Biblical Studies 62-12 and outrebounding the Houston area team 66-29.
 
Isaiah Manning led the Kats with a career-high 27 points to go along with 10 rebounds for his first career double-double. Freshman Jacob Walker also scored a new career high with 24 points, Veljko Illic added 16 points and nine boards, freshman Matt Dann chipped in a career-high 12 points, freshman Jacoby Coleman finished with 11 and Damon Nicholas Jr. had 10.
 
Sam Houston built a huge first-half lead and never looked back.
 
The Kats went on a 10-0 run thanks to back-to-back 3s by Walker and Manning, who added a pair of layups to grab a 23-10 advantage. Dann punched in consecutive dunks after a free throw and a two more layups by Nicholas to cap the run at 19-0 to put the game away early as the Ambassadors went more than seven minutes without scoring.
 
Sam Houston shot a blistering 66 percent from the field in the first half, making 25 of 40 shot attempts. The Bearkats also held Biblical Studies to just 23 percent shooting to build a commanding 59-21 lead at the break.
 
Conference USA action resumes Jan. 2 when Sam Houston heads to Bowling Green, Kentucky to face WKU at 4 p.m. on ESPN+.
 



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Texas A&M star Ifenna Cos‑Okpalla signs with League One Volleyball

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Dec. 28, 2025, 12:20 p.m. CT

At the end of the season, after some of the adrenaline from the Texas A&M championship run had subsided, head coach Jamie Morrison revealed that a few players on his roster would have the opportunity to compete at the next level. While he didn’t name names, we had a pretty strong idea of which standout athletes he was referring to.

On Sunday morning, it was officially announced that senior middle blocker and 2025 NCAAVB Champion Ifenna Cos-Okpalla signed a professional contract to play with League One Volleyball (LOVB) Salt Lake. She joins senior opposite Logan Lednicky in the league, who recently signed with LOVB Houston. Cos-Okpalla was also drafted by MLV but ultimately chose to pursue her career with LOVB. We knew a move was coming soon after the news broke that she had signed with Valor Sports Agency just days before this announcement.





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Deaf volleyball coach speaks volumes (video)

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Sherry Bryant was born deaf, but that hasn’t stopped her from becoming a wife, mother and volleyball coach for Copper Sky Multigenerational Center’s youth volleyball league.

Bryant can’t hear and she doesn’t speak, but she uses hand gestures and written notes to communicate with players. During practice, she is often in the action pointing players to proper positions and cheering on successful plays.

Her desire to coach stems from more than her love of the game. She is able to spend time with her daughter on the court and show that deaf people are not limited.

“My daughter plays, and I feel it benefits her and the girls,” Bryant said. “If there are no volunteers, there might be no one to coach. Another reason is to show deaf people can do it.”

From time to time, Bryant’s players are unable to understand their coach’s instructions.

“This is my first (coaching) experience,” Bryant said. “My assistant coach (Nikki Lucchesi) helps me a lot. She speaks to the players.”

For Copper Sky Sports Coordinator David Aviles, picking Bryant to coach was simple.

“When you run a sports program there are times you run low on coaches,” Aviles said. “I reached out to the parents for the girls, and [Bryant] volunteered. She’s done a great job and really enjoys it.”

Bryant’s team won its first game. The players were attentive to her instructions.

“It’s inspirational for the kids to see that she’s out there coaching,” Aviles said. “She takes a hands-on approach and plays with them. It seems to be working well.”

This story appeared in the February issue of InMaricopa News.



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