Writer: Chérie Lynn Canada
2 min read February 2024 — Greater Orlando is establishing a new footprint in the sports world, from the rising profiles of its professional soccer club and basketball team to its appeal for regional and global sporting events, which could pay dividends as the Central Florida economy continues to diversify.
Known more commonly as a global tourist destination — over 74 million visitors passed through Orlando in FY23, Central Florida has seen sports tourism play a larger role in attracting people to the region to either spectate or actively participate in sporting events. According to Brooke Hansen, associate professor at the University of South Florida’s Muma College of Business, sports tourism accounts for up to one-quarter of all tourism.
While Orlando lags behind many big-name cities as an overall sporting destination, it is ranked as the No. 4 market for soccer in the U.S., according to WalletHub’s Best Sports Cities. Soccer, widely known as fútbol across the globe, is ranked as the most popular sport in the world.
Originating in present-day northern Mexico, soccer is a dense portion of the sports tourism economic ecosystem in Latin America, pushing its way to gain more traction stateside.
Latin American companies are creating a larger presence in the U.S. sports sector, with Inter&Co recently becoming the first financial institution with Latin American roots to gain ownership of naming rights of a major stadium — Inter&Co Stadium in downtown Orlando.
At 33.4%, the Hispanic or Latino population in Orange County makes up over one-third of the total population, influencing a greater diversity of businesses moving to the region — feeding Greater Orlando’s economy.
Not only is Orlando home to MLS’ Orlando City Soccer Club, but Orlando teams also include NBA’s Orlando Magic, NWSL’s Orlando Pride, ECHL’s Orlando Solar Bears, high-profile NCAA competitions, and the United States Tennis Association (USTA) National Campus.
After a long stint in Honolulu, the NFL Pro Bowl, which features the league’s top performing and fan voted players, has become a staple in Orlando.
This year Orange County officials expected the event and ancillary activities to have an economic impact of $45 million. The impact was perceptible on the restaurant and retail front, as one store co-owner told Fox 35 that “[The Pro Bowl] is bringing us a whole bunch of business.”
Top image via Mark Thor/Orlando City SC
For more information, please visit:
https://www.orlandocitysc.com/
https://www.nba.com/
https://www.nwslsoccer.com/
https://orlandosolarbearshockey.com/
