November 30, 2023 10:42 am

Salem, Virginia, is one of four under-the-radar markets that are winning event bids and providing a major league experience. Sports Business Journal has identified these four markets as underrated in terms of hosting sports events.

The City of Salem is preparing to host its 100th NCAA championship. The recent event wins in Houston, Texas, have contributed to a growing tourism market in the city. Greensboro, North Carolina, is living up to its reputation as “Tournament Town” by hosting a variety of events. Louisville, Kentucky, is seeing an increase in events coinciding with upgraded venues.

While big cities often get the spotlight for major events like the Super Bowl, smaller markets also compete for thousands of other events every year. City and state funds are helping both large and small cities attract sports events and fans. Moreover, a deal with the PGA Tour aims to bring more visitors to South Carolina, putting them on course for a major sports event. Overall, the pursuit of major events is an important aspect of sports tourism and has economic benefits for cities and states.

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