LakePoint Sports has entered 2026 at full speed—continuing the trend of being a national force at the center of the rapidly expanding $40B travel and youth sports industry as the premier travel and youth sports destination in the country.
From globally relevant moments to game-changing partnerships and bold new initiatives coming to life across campus, the year is already defining itself in a big way. Competition is reaching new heights, more athletes are stepping into the spotlight, and the energy across every venue at LakePoint is building with unmistakable momentum.
With the FIFA World Cup 2026 on the horizon and a landmark year unfolding across the sports landscape, this is only the beginning.
Take a closer look at everything happening across LakePoint Sports in this edition of the Champions Insider!
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The newly released Sports & Fitness Industry Association 2026 Topline Participation Report reinforces what LakePoint is seeing firsthand. Youth and amateur sports continue to accelerate nationwide, with 80.5% of Americans ages six and older participating in at least one sport or fitness activity in 2025, the highest level ever recorded. Participation has now grown for seven consecutive years, while inactivity has dropped to a record low. At the same time, deeper engagement is increasing, though only about one-third of Americans are meeting recommended weekly activity levels, highlighting both strong momentum and continued opportunity across the industry.
That momentum is reflected across LakePoint Sports. Over the past three years, LakePoint’s core sports have experienced significant participation growth, led by basketball (+28.8%), soccer (+28.8%), volleyball (+27.7%), and cheerleading (+27.1%), with additional gains across baseball, football (7v7), gymnastics, and lacrosse.
This sustained rise signals more than growth and reflects a fundamental shift in how athletes engage with sport, from increased year-round play to heightened demand for elite competition. Since establishing its core sports strategy in 2019, LakePoint has remained focused on these high-growth categories, continuing to lead the industry with a fully integrated model built to perform at scale while remaining relentlessly committed to Delivering Excellence in the Guest Experience.
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Sports tourism continues to be a powerful economic engine, generating $111.2 billion in direct spending and driving a total impact of $274 billion nationwide. It supports 1.6 million jobs and contributes $20.5 billion in tax revenues, underscoring its role in fueling both local and national economies. Destinations like LakePoint Sports are a prime example of this impact in action—bringing in teams, families, and fans while creating meaningful economic ripple effects throughout the surrounding community.
That influence extends across key industries, with billions spent on food and beverage, lodging, retail, and transportation, alongside $36.3 billion in labor income generated by spectator sports tourism alone. As demand for travel and live sports experiences continues to grow, venues like LakePoint are not just hosting events but helping drive sustained economic growth and shaping the future of sports tourism.
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The travel and youth sports industry continues its meteoric rise, fueled by record investment and engagement and reinforced by recent gatherings hosted by organizations like the Sports Events & Tourism Association, Sports & Fitness Industry Association, Profluence Sports, Buying Sandlot, Aspen Institute Sports & Society, and National Council for Youth Sports. For years, LakePoint Sports has been leading the conversation—helping shape the future of the industry through innovation, collaboration, and thought leadership. That commitment continues with the National Youth Sports Summit presented by SportsEngine, as LakePoint enters Year 6 focused on advancing athlete experience, accessibility, and the ideas driving the next era of youth sports.
That forward-looking mindset extends to emerging technology, where AI is already transforming team sports—and LakePoint is helping drive its real-world application. At the recent SFIA Team Sports Conference, President & CEO Mark M. O’Brien joined leaders from the United States Tennis Association, Rapsodo, and Sport Innovation Institute to explore how innovation is reshaping competition, operations, and the overall athlete and fan experience—further reinforcing LakePoint’s role at the center of the industry’s evolution.
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LakePoint Sports was represented on a global stage as President & CEO Mark M. O’Brien joined state and business leaders to ring the opening bell at the New York Stock Exchange, highlighting Atlanta and the state of Georgia ahead of the 2026 FIFA World Cup.
The moment brought together leaders from across the state, including Governor Brian Kemp, First Lady Marty Kemp, Lt. Governor Burt Jones, Atlanta Mayor Andre Dickens, Commissioner Pat Wilson, Metro Atlanta Chamber President Katie Kirkpatrick, and Atlanta Sports Council President Dan Corso, and Colleen Craig, Owner of Atlanta Vibe and Rally Volleyball. The collective message was clear: Georgia is ready to welcome the world.
Governor Kemp underscored the powerful connection between sports and tourism in Georgia, spotlighting the upcoming FIFA World Cup and recognizing the collective impact of the state’s pro teams, premier sports properties, and LakePoint Sports in driving visitation and significant economic growth.
Sports continue to serve as a powerful driver of economic impact, tourism, and global visibility. At LakePoint Sports, that impact is seen daily as teams and families travel from across the country and beyond, supporting local hotels, restaurants, and businesses throughout the region.
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Tourism is the second largest economic engine in the state of Georgia and LakePoint Sports continues to sit at the intersection of that growth—helping drive millions of visitors into the state each year through sports and entertainment. In 2024, Georgia generated $82 billion in total economic impact, fueled by $174.2 million visitors and $45.2 billion in visitor spending. The industry also produced $5.1 billion in state and local tax revenues and supported more than 470,000 jobs across the state, continuing its upward trajectory year over year.
That global spotlight will be amplified this year as Atlanta hosts eight matches of the FIFA World Cup 2026, including a semifinal at Mercedes-Benz Stadium, followed by the 2028 Super Bowl and the 2031 NCAA Men’s Final Four.
Within that ecosystem, LakePoint Sports plays a key role as one of Georgia’s leading sports tourism destinations—welcoming more than 2.5+ million guests annually and helping power the continued growth of travel and youth sports across the region.
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LakePoint Sports continues to build momentum as the premier destination for brand and community engagement, highlighted by a 24% increase in community partnerships and 20 new partners joining in 2025. Across the $40B travel and youth sports industry, brands are increasingly seeking authentic, high-impact ways to connect with athletes, families, and local communities—and LakePoint has become a leading platform for that connection.
At the center of that growth is a relentless focus on the guest experience, reflected in a 4.8/5 rating in 2025. At LakePoint, partnerships are not additive, but foundational. Each collaboration is intentionally designed to enhance the campus experience while delivering meaningful, measurable value for brands.
From integrated activations like product sampling, branded content, and retail bounce backs to community impact through the 9-county LakePoint Local initiative, partners are embedded directly into the guest journey. With 60+ annual broadcasts, custom content aligned to partner goals, Champions Weekend activations, and a preferred catering network, LakePoint creates a fully connected ecosystem where brands can engage audiences in dynamic, relevant ways.
That impact is reinforced by over 85% annual partner retention, with more than 60% increasing investment year over year. Alongside industry leaders like Coca-Cola, Rawlings, Wilson, and Publix, and a growing network of local businesses, partners continue to reach more than 2.5 million annual guests—activating across a diverse, year-round audience that spans all 50 states and multiple countries.
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LakePoint Sports and Coca-Cola Bottling Company UNITED have announced a five-year partnership renewal through 2029, reinforcing a shared commitment to Delivering Excellence in the Guest Experience.
Coca-Cola UNITED has been a consistent presence across the campus, supporting LakePoint’s growth with beverage offerings and activations that are easy for guests to access and enjoy. This renewal builds on that foundation with new equipment, expanded self-service options, and upgraded infrastructure to better support high-traffic weekends.
As the campus continues to grow, this partnership remains focused on improving speed of service, convenience, and overall quality for the millions of guests who visit LakePoint each year.
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LakePoint Sports has launched its National Soccer Initiative, a five-year platform built to grow the game and engage athletes, families, and fans as momentum builds toward the FIFA World Cup 2026.
While soccer has long been part of LakePoint’s booming event calendar, this initiative represents a deeper, more intentional investment in the sport. Built around 11 outdoor fields, 12 indoor futsal courts, and expanding media capabilities, it further strengthens LakePoint’s position within the U.S. soccer landscape.
The platform will deliver a year-round calendar of tournaments, showcases, camps, and clinics, alongside expanded opportunities for coaching development, athlete engagement, and fan experiences. Strategic partnerships with clubs, brands, and organizations at the local, regional, and national levels will further shape its growth.
At a pivotal moment for soccer in the United States, LakePoint is building a platform designed to elevate competition, expand access, and Deliver Excellence in the Guest Experience both on and off the field.
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LakePoint Sports continues to Deliver Excellence in the Guest Experience with its “Fast, Friendly, Fresh” food and beverage platform—built to match the speed, energy, and nonstop action happening across campus.
Designed for year-round, high-volume event days, the program is all about getting guests incredible food quickly, without ever sacrificing quality. Whether it’s a quick bite between games or fueling up for a full day of competition, athletes, families, coaches, and fans can count on a consistent, elevated experience full of variety every time they visit.
Across campus, menus bring together athlete-ready fuel, family favorites, and better-for-you options, with seasonal rotations and specialty items that keep things fresh and exciting all year long.
The experience keeps getting better with standout on-site partners like My Healthy Stand, AG Sushi, Mellow Mushroom, and Chicken Salad Chick—serving everything from açaí bowls and protein smoothies to fresh sushi, handcrafted pizzas, and classic comfort favorites.
More than just food, it’s part of the campus experience—intentionally designed from menu to packaging to presentation—creating a welcoming, energetic atmosphere that reflects LakePoint’s commitment to Delivering Excellence in the Guest Experience.
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Several new partners have joined LakePoint Sports in 2026, each bringing something different to the campus.
Game Day Valet is helping take the stress out of tournament weekends by handling chairs, tents, and sideline setup. What used to be one of the most exhausting parts of travel sports is now one of the easiest, giving families more time to actually enjoy the day.
Fore Seasons Golf Club adds a new off-field option with a social indoor golf experience powered by Trackman technology, creating another way for guests to stay engaged while on campus.
100% Sunglasses introduces premium eyewear designed for athletes competing at the highest levels, while XSport Mouthguards delivers advanced protection through custom-fit technology built for performance and safety.
Jax Athletics rounds out the group with high-quality gear designed to improve performance and comfort on the field.
Together, these partners continue to push the campus forward, adding convenience, performance, and new ways for guests to engage throughout their time at LakePoint.
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2026 opened with immediate national attention at the Champions Center, and showed no signs of slowing down as Nike EYBL tipped off, bringing together one of the premier youth basketball circuits in the country.
The energy on campus was amplified by high-profile NBA scouts, NBA TV live broadcast coverage, current and former NBA superstars, celebrities, influencers, and the next wave of elite talent all converging under one roof. EYBL reinforced Champions Center’s position as a national stage where the future of the game is evaluated, elevated, and exposed.
That same standard of excellence carried through a dynamic start to the year across the venue. From the She Got Game Classic, featuring 76 high school teams from Alabama, Florida, Georgia, Illinois, and Tennessee, to the Big Peach Slam Jam Wheelchair Basketball Tournament presented by the Atlanta Hawks, Special Olympics basketball, and GAA Southern Charm, Champions Center showcased the full breadth of competition it was built to host.
Tens of thousands of athletes, families, and fans filled the venue, setting the tone for a year defined by elite competition, inclusion, and unmatched sports experiences.
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Things only ratcheted up for the Rally Volleyball club schedule, as more than 400 teams participated in the five events, featuring participants from throughout the southeast.
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Meanwhile, Publix Fields were buzzing with elite competition and high-profile energy as top-tier soccer action took center stage, highlighted by the South Atlantic Premier League Showcase and the SSA Spring Classic. From standout matchups to an electric tournament atmosphere, the fields were alive with momentum and talent.
The events also drew notable attention off the pitch, with celebrity appearances, elevated guest experiences, and a growing spotlight on the game at every level. Together, these weekends set the tone for a pivotal year ahead—one that builds toward the FIFA World Cup 2026 and reinforces LakePoint Sports’ continued investment in the global game through its expanding soccer platform and initiatives.
That same forward-looking approach is also taking shape in flag football, one of the fastest-growing sports in the country ahead of its debut at the 2028 Summer Olympics in Los Angeles.
Through its partnership with RCX Sports, the official operator of NFL Flag Football, LakePoint is continuing to build one of the largest and fastest-growing flag football programs in Georgia, with participation expected to expand even further as additional fields come online.
LakePoint is also introducing NHL Street Hockey this summer at the Champions Center, bringing the league’s official youth program to campus and creating new opportunities for athletes to get involved in the game.
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On the topic of the world spotlight, the Baseball Village was given an early look at a player that would be in it during the Georgia Dugout Club Tournament.
Blessed Trinity right-handed pitcher Joseph Contreras took to our fields before joining Brazil for the World Baseball Classic. The 17-year-old, the youngest player taking part in the event, faced off against the United States, including a memorable dual with the New York Yankees’ Aaron Judge, a matchup he foreshadowed as Contreras sat down with Cory McCartney.
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| At just 17 years old, Joseph Contreras is the youngest player on a World Baseball Classic roster. The Blessed Trinity (Ga.) right-hander and Vanderbilt Commodores signee will represent Brazil in the WBC. He sits down with Cory McCartney to talk about facing Aaron Judge and Team USA, his pitch grips —— and doing something his World Series-winning father never got a chance to. |
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Contreras was just part of the excitement surrounding the Georgia Dugout Club, as a bevy of MLB draft prospects and Division I commits were in action, and in total 50 players ranked within Prep Baseball’s Georgia rankings in the classes of 2026-2029. Among them was
Colin White, Florida signee and Georgia’s No. 9 player in 2026 from Harrison High School. He joined McCartney in studio.
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| “I would say Chris Sale’s slider… It’s a pitch I’ve almost been trying to replicate.” Florida signee Colin White joins Cory McCartney to talk about Harrison’s season, his Super 60 appearances, and plays Random Questions. |
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The LakePoint Sports Media Team produced more than 60 live broadcasts across 2025, spanning nearly 150 hours of action streamed across our social media channels — and 2026 kick started with an expanded menu that figures to make this year even bigger.
Along with the baseball broadcasts that are a LakePoint Sports staple, basketball and volleyball live broadcasts have been added, furthering the spotlight our team can add to the exposure of athletes.
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| Blessed Trinity vs. Loganville in the Georgia Dugout Club Tournament, LIVE from LakePoint Sports. |
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| STARS Basketball Club vs. Atlanta Celtics in the RYZE Hoops Tip Off Classic, LIVE from LakePoint Sports. |
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| C2 Attack vs. Tsunami in the Peachtree Classic LIVE from LakePoint Sports. |
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In partnership with SportsEngine, additional cameras were added to the system at the Champions Center, giving LakePoint Sports 24 cameras to stream volleyball. This, added with the 12 existing cameras for basketball, provides access to a best-in-class streaming experience for every athlete that takes part in events in the venue.
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From a content standpoint, the Media Team continues to put its focus on elevating the athletes currently playing on our venues, as well as those who used them as a springboard to the next level. That includes Georgia Bulldogs outfielder Ty Peeples, who caught up with Cory McCartney to discuss the role LakePoint Sports played in his path to the SEC.
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| All-State. A two-time Prep Baseball All-American. Ty Peeples had a heralded career on his way to Georgia. The outfielder joins Cory McCartney to reflect on his time at LakePoint Sports, including an unforgettable inside-the-park home run. |
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Finally, as part of our Women’s History Month coverage, Tatum Beckwith caught up with a history-making player for the Atlanta Vibe, Leah Edmond. The Major League Volleyball star broke down an historic moment as she became the league’s first player to reach 1,000 kills and offered her advice for young athletes.
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| Celebrating Women’s History Month with Atlanta Vibe’s Leah Edmond. Edmond talks with @tatum_b-roll about making MLV history, her start in volleyball, and advice she has for young athletes. |
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Aspen Hospitality Group serves as the official housing partner of LakePoint Sports, providing more than just hotel accommodations for teams and families.
Through dedicated event-level booking and expanded travel services, Aspen supports everything from tournament stays to broader travel needs, helping guests plan complete trips with ease. Whether visiting for competition, events, or a weekend getaway, the platform offers access to trusted options, competitive rates, and a streamlined booking experience.
This partnership continues to enhance how guests experience LakePoint, making travel simpler, more flexible, and more connected to everything happening across the campus.
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Summer is right around the corner, and camp season is back at LakePoint Sports.
With a full lineup of programs across multiple sports, LakePoint offers something for every athlete, whether they are just getting started or looking to take the next step in their game. From basketball and soccer to futsal, running, and more, each camp is designed to keep kids active, learning, and engaged in a high-energy environment.
Camp LakePoint also returns with a mix of sports, creative activities, and hands-on experiences, giving campers a well-rounded summer experience both on and off the field.
Led by experienced coaches and instructors, these camps focus on skill development, confidence, and having fun while staying active throughout the summer.
Spots are limited across all sessions, and camps continue to fill quickly as families begin planning their summer schedules.
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What people often see at LakePoint Sports are the packed fields, the high-energy weekends, and the scale of events happening across campus. What’s less visible, but far more foundational, is the intentional culture required to sustain it all. Behind every moment on the field is a team built around consistency, accountability, and a shared commitment to excellence.
At LakePoint, success is driven by people. The team operates within a clear framework anchored by 10 Operating Principles, guest-focused “7 S’s,” and annual mantras that unite the team much like a sports organization. Over time, those themes have evolved—from Details Matter to Be Extraordinary to Accountability—but the thread remains the same: alignment around One Team, One Goal—Excellence.
LakePoint’s unified culture approach reinforces that results are a reflection of culture, not the other way around. That’s why the Mission, Vision, Purpose, and Values aren’t just statements, but the North Star.
Before the team can deliver Excellence in the Guest Experience, they must first deliver Excellence in the Team Member Experience.
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LakePoint Sports has introduced its 2026 mantra, Accountability, a focused commitment to ownership at every level of the organization.
More than just a word, accountability sets the standard for how the team operates day in and day out. It starts with taking ownership of individual actions and extends across departments, partnerships, and ultimately to the experience delivered to every guest who walks onto campus.
The mantra is built around four key areas: Self, Department, Team & Partners, and Guests. Each level reinforces the importance of showing up and following through on expectations, whether that means owning your role, supporting your team, protecting the brand, or Delivering Excellence in the Guest Experience.
As LakePoint continues to grow, accountability serves as a foundation for consistency, trust, and execution, ensuring that every detail, every interaction, and every moment on campus reflects the standard LakePoint is committed to delivering.
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