The New Playbook for Planners
As the U.S. braces for what many are calling the “Decade of Sports” with the 2026 FIFA World Cup, the 2028 Olympics, and the Rugby World Cup all on the horizon, meeting planners are navigating an unprecedented era of opportunity and complexity. From intensified compression in host cities to the rise of secondary markets and the demand for authentic local experiences, the landscape of group travel is being redefined. These global sporting events are not just drawing spectators but also transforming meetings and incentives strategy across the board.
Sports as Strategy: From Spectator to Participant
What makes these events so impactful isn’t just their scale, it’s the emotional energy they bring — the adrenaline, the fanfare, the spectacle. Planners are tapping into this dynamic environment to offer attendees experiences that extend beyond the boardroom, such as private stadium dinners and athlete meet-and-greets, all deeply connected to the local culture and the event itself.
Take the Omni San Diego Hotel at the Ballpark. Its direct connection to Petco Park allows groups to attend Padres fan nights, book stadium suites, or even participate in local community events at the park. Perfect for groups who want to incorporate group activities with something larger, like giving back or celebrating regional pride.
Venues in emerging markets like Salt Lake City, Kansas City, or San Antonio are particularly well-suited for these kinds of inclusive activations. These cities offer access to their rich sports history and culture, with sites like the National Baseball Hall of Fame in Kansas City or Texas Sports Hall of Fame in Waco. By combining sports heritage with event activations, planners can create deeper, more meaningful experiences — often with less competition and more flexibility.
The Community Connection
Sporting events give planners an opportunity to create ties to the destinations they visit, in addition to connecting with fans. By weaving existing stadium or team events like youth clinics and nonprofit fundraisers into their own, planners can help attendees foster a deeper connection to a place.
This local connection is essential. Through Teneo’s global DMC network, planners have valuable resources at their disposal and insider expertise that transforms an event from good to great. From behind-the-scenes access and seamless transportation to curated experiences rooted in a destination’s sports legacy, DMCs make event planning easier and more impactful. Local DMOs and CVBs also play a key role as well, offering extensive support to help navigate citywide events. They can provide tools like venue maps, virtual tours of the area, preferred vendor lists, CSR opportunities, and local insights, all designed to simplify the process while ensuring a more authentic and memorable experience for attendees.
Visit Orlando is an excellent example, providing a toolkit that helps planners streamline their efforts and maximize the event’s impact.
Plan Early, Think Broadly: Navigating Compression
With global sports come global crowds and serious logistical challenges. Compression in major markets is already intense. In cities like LA, Miami, Dallas, and New York, planners are seeing displacement, sky-high minimums, and limited availability years in advance.
For planners, that means rethinking everything: booking earlier, staying flexible with dates, and sometimes pivoting altogether.
Exploring adjacent destinations that offer the same sense of place and experience, but with more room to breathe, is a smart strategy. Shoulder-season events and hybrid programs allow planners to take advantage of the energy without getting boxed in by peak pricing or availability.
The Rise of Secondary Cities
As primary markets tighten, a new wave of opportunity is emerging in secondary and up-and-coming destinations. Cities like Austin, San Antonio, Kansas City, and Salt Lake City are aggressively courting overflow business and displaced meetings with fresh inventory, creative venues, and meaningful incentives.
Experience Scottsdale is a great example. They’ve developed a strong partnership model around major annual events like the WM Phoenix Open and MLB’s Spring Training, as well as citywide spectacles like Super Bowl LVII. Their resources provide planners with everything from local vendor referrals to financial rebates. Even when the main events take place outside city limits, such as at the convention center or State Farm Stadium in nearby Glendale, they create micro-event opportunities that bring the energy and excitement of the event to every corner of the city.
Other markets are following suit. Reno, for instance, is emerging as a savvy alternative to Las Vegas, offering vibrant entertainment and gaming with greater value and flexibility. With convenient airlift and price-sensitive options, destinations like Reno are proving they can deliver big-impact meetings without the big-city overhead.
Peppermill Reno Resort, for example, is just five minutes from the airport, offers AAA Four Diamond accommodations, and has the scale to host large conventions and tradeshows—plus 15 dining outlets that elevate the on-site experience.
Peppermill Resort Spa Casino
Beyond the Stadium: Sport-Centric Venues Elevate the Experience
While stadiums offer natural appeal, they aren’t the only sports-aligned venues making waves. Resorts and hotels are increasingly integrating athletic elements into their experiences, offering everything from tennis academies to golf-focused team building.
Properties like Black Desert Resort in Utah stand out with its championship-level 19-hole Tom Weiskopf-designed course and outdoor adventures like hiking, biking, canyoneering, and guided e-bike tours, making it ideal for active, sports-rich team-building. Casa de Campo Resort & Villas is another standout, offering three Pete Dye-designed golf courses, a Tennis Learning Center, TrackMan simulator, and support for clinics, camps, and pro-level training, adding depth to event-aligned packages.
Some venues take it a step further by aligning directly with sports franchises. Omni Frisco, for example, is connected to the Dallas Cowboys’ headquarters, offering access to the team’s VIP Owners Club. In Atlanta, Omni Hotel at The Battery offers a seamless tie-in to the Braves’ Truist Park, bringing the fan experience right to their doorstep.
Just steps outside of the Omni Hotel at Battery is Truist Park
Lessons for the Long Game
So, what’s the takeaway for planners? Think early. Think big. Think beyond.
It’s clear that major sporting events are reshaping how planners design programs. This shift touches every part of the event cycle: timing, location, inventory, and experience design. The smartest planners are already adapting.
Whether it’s locking in hotel blocks ahead of the 2026 World Cup, leveraging DMC relationships for insider access, or choosing a sports-centric resort over a traditional ballroom, planners are rewriting the playbook.
The “Decade of Sports” is here. The question is: Will your strategy rise to the occasion?
To explore this topic further, check out Sports, Community, and the Power of Relationships from Smart Meetings, featuring additional insights from Teneo President Jamie Bruce on how sports culture is redefining group travel and hospitality.
Planning Something Big? Whether you’re organizing a large-scale citywide or navigating the complexities of peak sporting seasons, connect with a Teneo Sales Executive to tap into insider access, smart venue strategy, and creative planning support across top destinations. Let us help you turn major events into major wins for your next program.
