Sports Business Journal

In a city built on chance, Las Vegas defied the odds. AND WON.

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The city’s arrival as one of the world’s top sports destinatio­ns is the product of years of tireless resolve, relentless dedication, determinat­ion, planning and knowledge of what it takes to elevate an event to heights never before imaginable.

Las Vegas has long been known as a fighter’s town, but the story of its ascension into a premier global sports destinatio­n began less than a decade ago. Once known primarily for hosting marquee boxing matches, the city also became home to annual events such as the National Finals Rodeo and NASCAR. More UFC matches have taken place in Vegas than any other city.

But Las Vegas being home to the big four sports? For many years the very notion seemed like an illusion even bigger than those conjured by the city’s renowned magicians.

Then, on June 22, 2016, the city was awarded the NHL’s Vegas Golden Knights. Before the first puck was dropped, 16,000 season tickets were sold, showing the community’s support and commitment to a pro sports team. The team’s ownership was equally committed to bringing a winning franchise to the desert. The Knights reached the Stanley Cup Finals in their inaugural 2017-18 season, and five years later, lifted the Cup as champions.

But the Golden Knights weren’t the first major pro sports team to win a championsh­ip in Las Vegas.

Aces High

The WNBA’s San Antonio Stars relocated in 2018, and the franchise was renamed the Las Vegas Aces. The team quickly became a league leader, capturing the city’s first major sports title in 2022.

Las Vegas then became the first team in two decades to repeat as WNBA champs in 2023, while finishing atop the league in average attendance with nearly 10,000 fans per game. In the team’s regular season finale held at T-Mobile Arena, the Aces drew a franchise single-game record crowd of 17,406. This year, the Aces became the first WNBA team in history to sell out season tickets.

Las Vegas was finally becoming a major contender in the sports world. But to become a true sports destinatio­n, one thing was still missing – the NFL.

NFL Kicks Off New Sports Era in Super Style

With the help of Mark Davis, the hard work of stakeholde­rs, the commitment of the community and the sheer determinat­ion of everyone involved, Allegiant Stadium, a true world-class arena, was built and with it came one of the NFL’s most storied franchises, the Raiders.

Las Vegas became the first destinatio­n to be awarded the trifecta of the league’s signature events: the NFL Draft, the Pro Bowl Games and the Super Bowl. Big, Bigger, Biggest.

In April 2022, NFL Commission­er Roger Goodell described the NFL Draft hosted by Vegas as “better than perfect,” and in early 2023 the city hosted the first reimagined Pro Bowl Games.

Those were appetizers to the main course: Las Vegas’ first Super Bowl. Before the big game, however, the host city had another trick up its sleeve. The city grabbed the internatio­nal spotlight by hosting its first Formula 1 race in 40 years, complete

with an over-the-top, opening-night spectacle and a course that raced down the Las Vegas Strip.

Then came the wondrous weeklong football celebratio­n in February 2024 with Super Bowl LVIII, cementing Las Vegas as a preeminent global sports city.

Goodell’s comments in the aftermath said it all: “It was an incredible success. You could feel the energy here ... the hospitalit­y here, you outdid it. I think it’s safe to say the NFL looks forward to coming back. I think I got the message about having another Super Bowl in Las Vegas!”

If You Build It, They Will Come

More teams and major sporting events are coming, too.

The Oakland Athletics are relocating to a new stadium being built on the Strip. In December, Las Vegas hosted the finals of the first NBA In-Season Tournament, and Commission­er Adam Silver has proclaimed that Las Vegas is atop the list for the league’s next expansion franchise. Las Vegas already hosts multiple men’s and women’s college basketball conference tournament­s, and in 2028, the city will host the NCAA Men’s Final Four.

Las Vegas has always been the place for sports fans looking to get a piece of the action. Now the city’s at the heart of the sports action, with as much skin in the game as any destinatio­n on Earth.

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