Our Mission

Sports San Diego’s mission is to drive visitor demand to economically benefit the San Diego region through recruiting, supporting, and hosting world-class sports events. Sports San Diego is a dba under the non-profit San Diego Bowl Game Association 501c3.

Our Story

Tourism is the second largest segment of San Diego’s economy and employs approximately 194,000 people and contributes over $19 billion in economic impact to the region annually. Tax revenues from visitors flow directly into the city’s general fund to pay for road improvement, police, fire, safety, lifeguards, parks, and other essential services.

Sports events have been a pillar of the tourism industry in San Diego dating back to the 1960’s. San Diego has been successful in hosting some of the largest events and most iconic brands in the world including the Super Bowl, X-Games, MLB All-Star Game, U.S. Open, Breeders’ Cup, and more.

The organization responsible for driving sports tourism has evolved many times to meet the increased and changing demands of the market as well as opportunities within our community. In 2019, nearly 180 million people traveled to a sports event in the United States either as a participant or spectator. Sports travelers, event organizers, and venues spent $45.1 billion in 2019 according to a study from Tourism Economics and the Sports Events & Tourism Association.

With the support of the San Diego Tourism Authority and Tourism Marketing District, Sports San Diego launched in January 2022 to serve as the primary organization responsible for marketing San Diego as a sports destination and driving visitor demand through recruiting, supporting, and hosting world-class sports events.

Sports San Diego is strategically aligned with the San Diego Bowl Game Association also known as the Holiday Bowl, as the regions longest standing annual tourism driving sports event. Since 1977, the Holiday Bowl has generated $977 million in economic impact and 819,000 hotel room nights for the San Diego region.

San Diego Beach