Annual Report FY26

SPORTS MARKETING

THE PURPOSE Leverage sports as a driver of visitation, economic impact, and destination awareness by attracting athletes, spectators, and sporting events to Greater Portland. Sports tourism supports year-round travel demand, generates overnight stays, and introduces new audiences to the region’s businesses, attractions, and communities. OUR STRATEGY Position Greater Portland as a leading sports destination through event recruitment, strategic partnerships, and targeted marketing. Working alongside the Maine Sports Commission, we attract sporting events that generate overnight stays and economic impact while promoting the region’s vibrant sports scene to key drive markets such as Boston. By highlighting Greater Portland’s nationally recognized sports culture and fan experience, we encourage visitation from athletes, spectators, and sports enthusiasts throughout the year.

OVERVIEW Sports tourism plays a key role in Greater Portland’s visitor economy by driving overnight stays, year-round visitation, and regional exposure. As the founding organization of the Maine Sports Commission and a permanent board member, Visit Portland leads efforts to attract and support tournaments, races, and sporting events across the region. This work includes coordinating venues, lodging, logistics, permits, and event operations such as police support, tents, catering, and post-event celebrations. These events generate meaningful economic impact by supporting local hospitality, service providers, and vendors, while also promoting health, wellness, and community engagement through active participation opportunities for residents and visitors alike.

Photo Credit: Kevin Morris

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