Dallas Sports Commission honored with national industry award by Sports ETA

ANNAPOLIS, MD (September 24, 2025) – Dallas Sports Commission was honored today by Sports ETA, the national trade association for the sports events and tourism industry, for the Destination Branding & Marketing Campaign of the Year, population 500,000 and above. The award was presented by John David, President & CEO of Sports ETA at the association’s annual 4S Summit event held here.

In celebration of its 10th anniversary, DSC’s “A Decade Well Played” delivered a year-long, digital-first branding initiative that refreshed the organization’s visual identity, premiered a documentary short, activated partners through a reception and trade-show presence, and sustained story-driven content across social, email, web, and PR. The integrated campaign elevated awareness of Dallas as a premier sports destination and rallied community pride.

The campaign produced record engagement and clear ROI: 45% increase in new users on DallasSports.org, 32% growth in the email database, and substantial gains in video and social performance. Beyond marketing metrics, DSC highlighted its lasting legacy, $5.4 billion in economic impact since inception, 9.5 million total attendees, and nearly 5,000 jobs supported, alongside community programs delivering 14.7 million+ minutes of literacy activity and 16,000 complimentary youth tickets. Notably, the work maximized value, with most activity powered organically around a modest paid budget.

“Sports ETA congratulates the Dallas Sports Commission on being honored with the Destination Branding & Marketing Campaign of the Year,” said John David, President & CEO of Sports ETA. “With a strategically focused, community-minded campaign, DSC showcased Dallas’ vibrant sports culture and set a high bar for destination branding across our industry.”

The Sports ETA Member Awards, powered by Team Travel Source, recognize outstanding contributions that advance the sports events and tourism industry each year.

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About Sports ETA

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 750 member organizations and 2,400 sports event professionals. We promise to deliver quality education, ample networking opportunities, and exceptional event management and marketing know-how to our members to protect the integrity of the sports events and tourism industry. For more information, visit SportsETA.org.