Business of Sports

Hail Mary touchdowns, breathless buzzer beaters, unbelievable chip shots: They all go down right here in Sports City USA. Home to eight professional and collegiate sports organizations — including the Dallas Cowboys, the Texas Legends, and the Professional Golfers' Association of America — Frisco is a proven contender in the sports arena. But we're not just playing games here. We're investing in a shared passion that is the heartbeat of our city.

Industry Insights & Significant Developments

A Game-Changing Industry

Sports is a multibillion-dollar industry and one of the top revenue-generating sectors for Frisco. Economic growth is owed in large part to the professional organizations that headquarter here — such as the Dallas Cowboys, FC Dallas and the Dallas Stars — but also the sports institutions, athletic conferences and sports medicine centers that call Sports City USA home. In fact, the industry casts an even wider net than that. 

Frisco’s sports industry includes:

• Professional Sports & Support Services

• Corporate Operations

• Governing Bodies

• Sports Tech

• R&D/Test Hubs

• Apparel & Equipment

• Wellness Products & Services

• Fan Experience & Hospitality

Going Pro

Operating in a pro-business environment, the industry boasts a proven track record of successful public and private partnerships with iconic brands. In 2022, for example, Frisco welcomed the PGA of America to its brand-new headquarters, a 600-acre, mixed-use development, with an initial investment of more than half a billion dollars. See below for the complete list of professional sports teams based in Frisco. 

PRO SPORTS

• Dallas Cowboys

• Dallas Stars

• PGA of America

• FC Dallas

• Frisco Fighters

• Frisco RoughRiders

• National Soccer Hall of Fame

• Texas Legends

Pro sports is one of the biggest reasons brands and companies want to be in Frisco. They love the energy around the Cowboys, the players, and the other organizations. These pros fuel economic growth for the city, but more than that, fortify the bond between residents and city, and they give the people of Frisco so much to cheer for. 

Little League, Big Impact

The pro sports world isn't Frisco's only MVP. Sports City USA is a hotbed of youth and collegiate sports teams and leagues. In fact, it's the little guys who pack the biggest punch, with collegiate and youth sports generating the most in sports-related revenue for Frisco. Below are just a few.

COLLEGIATE + YOUTH SPORTS

• Texas Women's Pioneers 

• Lamar Cardinals

• Collin College Cougars

• FieldhouseUSA

• i9 Sports

• Frisco Express

• Frisco Football League

• The Miracle League of Frisco

When it comes to premier youth and collegiate sports, the list is endless. Organized sports for kids and teens represent a massive economy, dwarfing that of professional sports, generating a ton of revenue, and offering entrepreneurs and professionals alike a groundswell of opportunity. 

Leagues of Their Own

Frisco is also home to several organizations, conferences, and governing bodies. For instance, the US Youth Soccer, a national governing body, and the Southland Conference, a collegiate athletic conference, both have put down roots in Frisco. Here's a look at all the sports organizations that call our city home.

ORGANIZATIONS, CONFERENCES + GOVERNING BODIES

• US Youth Soccer 

• Southland Conference

• North Texas State Soccer Association

• UNT Sports Entertainment Management

• Collin College Sport and Recreation Management

• Sports medicine partners like Scottish Rite and Baylor 

• Exos Sports Performance Training Frisco

• National Soccer Hall of Fame

Not to mention Frisco is the site of numerous major sporting events throughout the year. From the Frisco Bowl and FCS Championship, to Conference USA basketball tournaments and youth football camps, young people of all ages are represented, and should they attend school in Frisco ISD, they get access to some pretty cool stuff.

Through a partnership between the City of Frisco and Frisco ISD, all students are given access to the city's professional stadiums, fields, and greens, including the practice facilities at The Star. By championing youth sports and community involvement in this way, Frisco helps its youth build character, feel a sense of belonging, and learn to work toward common goals. 

The Sports-Tech Game: In It to Win It

Frisco offers home-field advantage to world-class sports medicine and research centers, and state-of-the-art sports facilities and stadiums, of which five are professional venues. Not to mention the city is a hot spot for sports tech and industry synergy; below, a few examples.

SPORTS TECH + SYNERGY

• Plug and Play North Texas Fintech Program

• Baylor Scott + White Sports and Research Therapy Center

• PGA Coaching Center Powered by T-Mobile

• Sports Academy

• Active Arena

• XR Sports Group

• StadiumDrop

• Qubit

With the launch of the first Plug and Play sports-tech accelerator at The Star, Frisco was elevated to the international stage as the premier hub of sports, technology, and innovation. It's one of the reasons the world's best are flocking to Frisco. Further reasons are the public/private partnerships Frisco creates, like the PGA Coaching Center Powered by T-Mobile, which is open to the public for golf lessons and philosophies, as well as unparalleled medical centers and stellar sports venues.

Demonstrating a commitment to improving human performance, research therapy and recovery, fan experience and engagement, and synergy across various industries, the city that's been rated the number one place to raise an athlete consistently comes out on top in the Business of Sports.

Fast fact: We have 14 times the national average of professional athletes living in Frisco.