Sports ETA and SportAccord Partner to Expand Global Opportunities for U.S. Destinations

The Sports Events & Tourism Association, the trade association for the sports events and tourism industry in United States with more than 800 member organizations, and SportAccord, a global sport event organization based in the Olympic Capital of Lausanne, Switzerland, with stakeholders representing over 120 International Federations, today announced a new strategic partnership centered on Sports ETA’s role as an Official Partner of the 2026 SportAccord Forum.

The partnership will provide opportunities for Sports ETA member destinations to engage directly with international sport federations, rights holders, and event organizers through the Forum program, targeted networking and knowledge exchange. Taking place October 5 -7 at the Olympic Museum in Lausanne, the Forum will provide the first practical focus for the partnership lay the groundwork for broader collaboration between the two organizations.

As demand continues to grow for international sporting events in North America, the partnership will provide U.S. destinations with increased access to decision-makers responsible for selecting host cities for world championships, international competitions, and major sporting events. At the same time, SportAccord will strengthen its relationships with the extensive network of destination marketing organizations, sports commissions, convention bureaus, and industry partners represented by Sports ETA.

“Sports events tourism has become one of the fastest growing sectors of the visitor economy, and U.S. destinations are increasingly looking to compete on the global stage,” said John David, President & CEO of Sports ETA. “This strategic alliance with SportAccord creates a direct pathway for our members to build meaningful relationships with international sport leaders while showcasing the strength and diversity of destinations throughout the United States. Together, we are creating new opportunities that will generate economic impact, elevate communities, and advance sport worldwide.”

Through the 2026 SportAccord Forum, the partnership will create networking opportunities and enhanced engagement between Sports ETA members and the international sport community. Building on this initial collaboration, the organizations intend to explore a broader program of activity beyond the event, which could include joint educational initiatives, cross-promotion of events, knowledge-sharing around bid development, industry research, and best practice exchanges.

“The SportAccord Forum is not simply about bringing people together. It is about creating conversations that give people something useful to take away,” said Kelly Fairweather, Managing Director of SportAccord. Sports ETA will bring an important U.S. destination perspective to the Forum, creating stronger dialogue with the International Federation community and helping both sides better understand what successful future collaboration can look like. The 2026 Forum gives us a practical starting point, and we see real potential to build on the relationship beyond the event.”