The Business of Sports Tourism: How Dallas Converts Sporting Events Into Long-Term Economic Growth
Dallas–Fort Worth is entering its biggest global sports moment in decades. FIFA has confirmed the region will host nine matches at AT&T Stadium (branded as “Dallas Stadium” during the tournament) as part of the expanded 48-team, 104-match 2026 FIFA World Cup. With the group-stage draw now public and local planning accelerating—from stadium upgrades to fan-festival logistics—this is the window when cities either turn momentum into legacy, or get overwhelmed by it. That urgency is amplified by the economics of modern sports tourism. A 2024 industry report pegged spectator sports tourism at $47.1B in direct spending and $114.4B in total economic impact in the U.S., supporting hundreds of thousands of jobs—exactly the kind of “heads in beds” impact a sports commission is built to chase.
So what does it actually take to land the world’s biggest sporting event—and how did Dallas become the place rights-holders trust to deliver?
That’s the core question explored in this episode of the DLC Drop Podcast, hosted by John Davidson, featuring Monica Paul, Executive Director of the Dallas Sports Commission. Together, they unpack how the Sports Commission recruits events that drive economic impact, why Dallas has been recognized as the No. 1 sports business city in the U.S., and what locals and businesses should expect as World Cup planning shifts from bid-mode to execution.
Key takeaways from the conversation…
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What a sports commission really does: Monica explains the “recruit-and-deliver” model—bidding for youth, collegiate, pro, and international events that fill hotels, restaurants, and attractions, while also building community programs and career pathways.
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Why Dallas wins bids: The region’s airport access, venue depth, hotel inventory, corporate base, volunteer culture, and a “can-do” host mindset create confidence for rights-holders—plus a track record of executing major events at scale.
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World Cup realities for locals and businesses: Expect a massive fan-festival footprint, international visitors (including many without match tickets), and a wave of activations—plus specific rules around public watch parties and FIFA-controlled branding.
Monica Paul is the Executive Director of the Dallas Sports Commission, where she leads efforts to attract and support sporting events that generate economic impact and elevate Dallas–Fort Worth as a premier destination. A University of Texas alum, she began her career in elite sport with the U.S. Women’s National Volleyball program at the Olympic Training Center, later holding event leadership roles across organizations including USA Taekwondo and USA Volleyball. In the episode, she shares lessons from a multi-sport, international career—especially the importance of win-win partnerships and staying humble while building big outcomes.
Article written by MarketScale.
