How the Myrtle Beach Regional Sports Alliance’s Media-Driven Events Elevate the Destination
Winter in Myrtle Beach is more than serene beaches and holiday festivities—it’s also a season of world-class sports events that elevate the destination to a global stage. Anchored by three major events with extensive ESPN coverage, Myrtle Beach transforms its quieter months into a bustling hub of tourism and media activity.
These winter events, including the Myrtle Beach Invitational, Myrtle Beach Bowl, and ACL Collegiate Cornhole Championship, each draw thousands of visitors while also shining a spotlight on the destination through hours of ESPN broadcasting—a win-win for the region. Jump into the work that goes into hosting these major events, plus the behind-the-scenes story of each event below!
Tourism and Media Coverage on a Global Scale
The benefits of hosting high-profile, media-driven events extend far beyond ticket sales. Myrtle Beach gains unparalleled exposure on a platform that reaches millions nationally. “ESPN is a leader in sports broadcasting, and their coverage has grown tremendously with platforms like ESPN+ and mobile streaming,” Jonathan Paris, Executive Director of Sports Tourism at the Myrtle Beach Regional Sports Alliance explained. “For us, it’s not just about the event itself; it’s about aligning with a brand that reinforces our credibility as a sports destination.”
For example, the Myrtle Beach Invitational totals a full day of broadcast coverage, complemented by visuals of Myrtle Beach woven into the transitions. “We collaborate closely with the broadcast team to ensure Myrtle Beach shines,” Paris noted. “Whether it’s b-roll footage we provide or their own on-the-ground captures, these integrations showcase the unique charm of our destination.”
Behind the Scenes: Preparing for Success
Executing seamless events on this scale requires careful planning and collaboration between multiple teams. From coordinating with event organizers to ensuring the production team has everything they need, the Myrtle Beach Regional Sports Alliance has the process down to a tee.
“Our visitor services team connects with participants and teams well before they arrive,” said Paris. “For basketball and the Bowl Game, we often assist alumni groups in planning pre- or post-game events, such as pep rallies or private functions.”
Myrtle Beach’s existing infrastructure plays a significant role in its readiness to host large-scale events. With over 2,000 restaurants and 150,000 hotel rooms, the destination is well-equipped to handle an influx of visitors at any time of year.
The Myrtle Beach Invitational: A Tradition in Excellence
First up on the calendar, The Myrtle Beach Invitational has become a cornerstone of the destination’s winter sports lineup, bringing top-tier Division I college basketball teams to Coastal Carolina University’s HTC Center for an early-season tournament. The eight-team bracket guarantees each team three games, fostering camaraderie and development in a beachside setting.
Originally hosted in 2017 after Hurricane Maria displaced the Puerto Rico Invitational, the event returned to Myrtle Beach in 2018, cementing its place in the college basketball calendar. Teams enjoy the city’s hospitality, with the tournament generating a $2 million economic impact in 2023 and drawing crowds of up to 3,500 for powerhouse matchups.
“The Invitational is a great fit for Myrtle Beach,” Paris explained. “Our destination is easy to get to, well-equipped for large groups, and offers an unmatched visitor experience. The event is also a fantastic opportunity for teams to build camaraderie early in the season. Whether the event sells out or not, it delivers immense value in terms of tourism and exposure.”
This year’s event, held from November 21–24, saw the Bradley Braves claim the tournament title, once again bringing vibrant energy to the destination.
The Myrtle Beach Bowl: A Growing Holiday Tradition
The Myrtle Beach Bowl blends college football excitement with holiday cheer, traditionally held before Christmas based on ESPN’s broadcast schedule. Over the years, it has become a community-focused event, starting with Bowl Week press conferences and lively public pep rallies at The Hangout at Broadway at the Beach. These free events feature traveling bands, cheer groups, and fans, creating a festive atmosphere.
The Bowl’s impact extends beyond game day. Local partnerships include inviting teachers and administrators from the school district to the game, hosting a fall golf outing for sponsors, and running a free summer football clinic for youth athletes, who also receive complimentary tickets.
During the four-day event, visiting teams practice and engage in community activities, supported by a professional management team and the Myrtle Beach Regional Sports Alliance. The Bowl generates a $5 million annual economic impact, with attendance varying based on matchups. Notable years like 2022 saw Marshall fans bring incredible energy to the destination. This year’s Myrtle Beach Bowl will take place on December 23rd, 2024.
From thrilling matchups to its role as a holiday tradition, the Myrtle Beach Bowl showcases the synergy of sports, community, and the spirit of Myrtle Beach.
The ACL Collegiate Cornhole Championship: A Growing New Year’s Tradition
The ACL Collegiate Cornhole Championship, now in its sixth year, has become a New Year’s staple in Myrtle Beach. Starting as a modest event in a local hotel, it now fills the John T. Rhodes Sports Center with nearly 1,000 participants across divisions including collegiate, high school, professional, open, and local, creating an electric atmosphere.
This year’s event will take place from January 2–5, 2025, offering visitors the perfect opportunity to enjoy Myrtle Beach’s winter attractions, including light shows in North Myrtle Beach, along the boardwalk, and at Brookgreen Gardens’ Night of a Thousand Candles.
Broadcast on ESPN with six hours of live coverage, the event shines a spotlight on Myrtle Beach. The destination features prominently with commercials, logos on boards and jerseys, and event signage. “It’s one of those events that grabs attention and keeps people watching,” notes Jonathan Paris, as viewers discover Myrtle Beach during their holiday plans.
With ACL’s South Carolina roots and the Championship’s growth, the event highlights Myrtle Beach as a year-round destination, offering festive activities, exciting sports, and unforgettable experiences, even in the cooler months.
A Year-Round Sports Destination in the Media
From basketball and football to cornhole, Myrtle Beach has solidified its reputation as a premier sports tourism destination. With world-class facilities, vibrant attractions, and ideal infrastructure for large-scale media events, it consistently delivers unforgettable experiences for participants and spectators alike. By combining exceptional hospitality with widespread media exposure, Myrtle Beach captivates attendees and inspires audiences nationwide to make it their next destination.
