Our Mission
Sports San Diego is a nonprofit 501(c)(3) with a mission to ignite tourism and fuel economic growth by 1) bringing world-class sporting events to San Diego; 2) producing extraordinary experiences for fans, athletes, and the community; and 3) unifying and elevating all sports across the region to foster a vibrant, inclusive sports culture, enhancing San Diego’s reputation and opportunities.
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.
San Diego has been a pioneer in sports tourism since 1960, when it became one of the first cities in the country to establish a dedicated sports commission—the Greater San Diego Sports Association—focused on attracting events that drive economic impact. Sports commissions fuel local economies by landing events big and small, from youth tournaments all the way up to the Super Bowl.
That vision led to the launch of the Holiday Bowl in 1978, created specifically to boost tourism during the final week of the year. The game operated under the Association’s 501(c)(3) structure until 1994, when it launched as an independent 501(c)(3) as the San Diego Bowl Game Association.
In 2021, regional partners, including the San Diego Bowl Game Association, San Diego Tourism Authority, and San Diego Tourism Marketing District, came together to reunite the Holiday Bowl and the sports commission, restoring a unified approach to sports tourism and economic growth
In 2023, the San Diego Bowl Game Association rebranded as Sports San Diego to align with their expanded role, which includes producing multiple sports events like the Holiday Bowl, Rady Children’s Invitational, California State Games, and Bill Walton Classic, and serving as San Diego’s sports commission. This evolution reflected Sports San Diego’s growing ability to deliver standout sports events and memorable experiences for visitors and local fans of all ages..
