New OC sports commission makes deal with ESPN for Anaheim hoops tournament

Amateur focus for local commission

Orange County two years ago decided to strike out on its own in bringing sporting events to the region, but with a twist.

Visit Anaheim, the tourism marketing organization for the city and broader county, decided the Orange County Sports Commission (OCSC) would focus on bringing amateur sporting events to OC, as opposed to large, glitzy endeavors like the Olympics.

“I’ve always been a big believer in that market, bringing amateur sports and kids in for tournaments, because along with kids comes their parents and grandparents, and it promotes local sports and activities,” said

Visit Anaheim CEO Jay Burress.

To that end, a multiyear strategic partnership struck recently with ESPN gives the OCSC’s objective new steam, with the group helping promote and produce the sports entertainment behemoth’s Paycom Wooden

Legacy Division 1 college basketball tournament.

The deal marks the first time ESPN is working with the commission on the marketing effort.

The early season basketball event is set to be held at the Anaheim Convention Center on Thanksgiving weekend, with

USC, San Diego State, Georgetown and St. Joseph’s participating. It is expected to yield over $1.5 million in economic impact and nabs about eight hours of nationally televised live coverage on ESPN’s distribution platforms.

The tournament, which began in 2007, has previously been held at the Honda Center or California State University, Fullerton’s Titan Gym.

“Obviously, it’s the biggest name in sports, ESPN, and as a partner affiliated with Disney

Corp., they bring clout to the tournaments. Being able to broadcast those types of events, we really want to bring something strong here that people identify, not just with ESPN, but with Anaheim and our community,” Burress said.

Recast and Reset

The OCSC deal comes as ESPN looks to recast the tournament and breathe new life into it.

It rejiggered the event’s format going from eight teams to four in a bid to attract highprofile names and the fan base and viewership that would presumably come with it.

ESPN Events Vice President Clint Overby said the OCSC provides access and

support, in explaining the reason behind the partnership.

“They have been great partners and appreciate the guidance they have provided through the years,” Overby said.

The two entities’ focus appears to be similar, too.

“Coming out of the pandemic, it’s important for us to capture the pent-up demand for live sports, so our efforts with the participating teams and the area have focused on grassroots initiatives and in welcoming back families and fans of the sport,” Overby said.

Focusing on Niche

The grassroots focus is largely in line with why the OCSC was created less than two years ago.

“This is the fastest-growing segment of the market,” Burress said of amateur sports.

“It is historically recession-proof in that we may not do a lot of things this year in a recession, but if your daughter or son wants to go play a volleyball tournament, you’re going to find a way to do so.”

Many OC cities’ tourism marketing engines—destination marketing organizations, or DMOs, as the industry calls them—had long served as members of the Los Angeles Sports & Entertainment Commission prior to the OCSC being formed.

“We felt it was time to stand on our own and create a positive economic and social impact,” Burress said of the decision to start the commission.

The CEO said the organization’s been able to grow that market by more than 300% since its inception. The chain reaction on area businesses touches everything from the hotels, where visiting families stay, to the tourist attractions they go to before or after a tournament, he says.

OCSC previously had five dedicated staffers prior to COVID and is now at two. Given the division started in November 2019, last year was largely a wash, with Burress saying the aim is to build the staffing back up. He’s optimistic the events will be there to support that.

He added, “It’s interesting, through COVID, the first market to come back was the amateur sports market. They wanted to have their tournaments before anyone wanted to have a meeting. We only see this organization growing in the future.”

The first event this year at the Anaheim Convention Center—the largest exhibition facility on the West Coast—was the Starpower Talent dance competition, held in late April. About 500 people attended.