OXFORD, AL – Oxford’s Choccolocco Park and the surrounding Calhoun County community are part of Alabama’s growing sports tourism industry, which generated more than $685 million in economic impact through 1,077 sporting events in 2025, according to figures released by Sports Alabama.
The statewide organization announced the findings during an October 26 press conference in Birmingham, where it also introduced a new brand intended to promote Alabama as a destination for sporting events.
Sports Alabama reported that its 22 member destinations contributed to the statewide economic impact through youth and amateur tournaments, collegiate championships, national governing body competitions and professional sporting events.
Choccolocco Park Supports Sports Tourism in Calhoun County
Oxford’s Choccolocco Park serves as a sports and recreation destination, attracting athletes, families and spectators from across Alabama and beyond.
Located just off Interstate 20, the park provides athletic facilities and outdoor recreational spaces that support sporting events and tournaments. Its location also offers visitors access to businesses and attractions throughout Oxford and Calhoun County.
Beyond the sporting events themselves, visitors have opportunities to explore local attractions, including performances at the Oxford Performing Arts Center, area museums, restaurants, retail establishments and outdoor recreation along the Chief Ladiga Trail.
These attractions provide opportunities for sporting event participants and their families to extend their visits and contribute to the local economy through spending on lodging, dining, shopping and entertainment.
While Sports Alabama reported more than $685 million in statewide economic impact, the information released did not include a separate economic impact figure specifically for Oxford or Calhoun County.
Sports Tourism Creates Opportunities for Communities of All Sizes
According to Sports Alabama’s annual economic impact report, the organization’s 22 member destinations hosted 1,077 events during 2025.
The economic activity associated with these events extended beyond athletic facilities to hotels, restaurants, retailers and other businesses that serve visiting athletes and spectators.
“Sports tourism has become a major economic engine for communities across Alabama,” said Joel Lamp, president of Sports Alabama. “The numbers tell an impressive story, but the value of these events goes far beyond a dollar figure. Every tournament, championship and sporting event creates opportunities for our hotels, restaurants, attractions and local businesses while introducing visitors to communities they may not have otherwise experienced, producing leisure visitors in the future. Our Sports Alabama destinations are proving that Alabama can compete for — and successfully host — events at every level.”
The report identified economic impacts ranging from hundreds of millions of dollars in larger metropolitan destinations to smaller communities generating tourism activity through fishing tournaments, youth sports, outdoor recreation, collegiate competitions and emerging sports.
For communities such as Oxford, facilities like Choccolocco Park provide opportunities to attract sporting events while introducing visitors to other destinations throughout Calhoun County.
Sports Alabama Introduces New Brand and Calls for Investment
Alongside the economic impact findings, Sports Alabama unveiled a new statewide brand intended to establish a unified identity for Alabama’s sports tourism industry.
“The new Sports Alabama brand draws inspiration from our state’s rich athletic heritage while capturing the momentum carrying us into the future. Its bold, vintage-inspired design honors our traditions, creates a unified statewide identity and celebrates Alabama as a place where champions are developed, communities are strengthened and unforgettable sports moments are made,” said Shellie Kichler, marketing chair for Sports Alabama.
The organization’s annual report also emphasized the need for additional state-level investment to help Alabama compete with other states seeking to attract sporting events and related tourism spending.
Sports Alabama officials said additional resources and incentives could strengthen the ability of member destinations to pursue competitions that bring visitors into their communities.
“Alabama has the facilities, destinations, hospitality and people necessary to become one of the leading sports tourism states in the country,” Lamp said. “Our next opportunity is to build on this momentum and give our communities additional tools to compete for events that bring visitors and new visitor spending in Alabama.”
For Oxford and Calhoun County, the statewide findings highlight the broader economic opportunities associated with sports tourism, including the potential for sporting events to introduce visitors to local businesses, cultural attractions and recreational destinations.
Sports Alabama is a statewide organization dedicated to developing the sports tourism industry through collaboration, education, marketing and industry engagement.
