Sports San Diego is a dba under the non-profit San Diego Bowl Game Association 501c3. With the support of the San Diego Tourism Authority and Tourism Marketing District, Sports San Diego launched in January 2022 to serve as the primary organization responsible for marketing San Diego as a sports destination and driving visitor demand through recruiting, supporting, and hosting world-class sports events.

Sports San Diego is strategically aligned with the San Diego Bowl Game Association, also known as the Holiday Bowl, as the region’s longest-standing annual tourism-driving sports event. Since 1977, the Holiday Bowl has generated $977 million in economic impact and 819,000 hotel room nights for the San Diego region.