While visitors look for a complete ‘experience’ and select travel destinations on the basis of the total set of destination attributes, individual suppliers that operate independently usually market offer in fragmented pieces. A destination brand with strong equity leads to greater commitment in the form of loyalty and willingness to revisit the destination. As one of the key components for destination characteristics, the sports industry has rapidly developed in recent years. Two cities were discussed as the known for sport city case and Frisco, Texas was examined for the current study. The results of this study show that the economic impact is significant for a destination. Some critical factors (e.g. sustainability) should be discussed in future study.