Sports-based event will gather in the city of champions

MILWAUKEE - (Sept. 30, 2021) TEAMS has chosen Milwaukee for its 2027 Conference & Expo taking place Oct. 18-27. The sports event industry gathering is projected to bring 1,200 attendees and $8 million in estimated economic impact to the city.

“We are so happy to welcome TEAMS ’27 to Milwaukee,” said Marissa Werner, director of Sports Milwaukee, the new sports division championed by VISIT Milwaukee. “Sports Milwaukee launched earlier this year after a pandemic prevented us from participating in sports not only as athletes but also as spectators. I cannot think of a better way to continue welcoming sporting events back into our lives and in person than with the announcement of the world’s leading sports event industry conference coming to Milwaukee.”

TEAMS – an abbreviation of Travel, Events and Management in Sports – attracts conference attendees from sports organizations, sports commissions, convention and visitors bureaus, and several other hospitality businesses around the globe. Founded in 1998, TEAMS provides educational programming, one-on-one meetings, an appointment-based tradeshow, seminars, and networking at its annual conferences.

“Milwaukee is one of the great American sports cities,” said Timothy Schneider, chairman of the Sports Division of Northstar Travel Group, which organizes the event. “Milwaukee has been a steadfast advocate for the sports-event industry, and we are thrilled to share the city’s story with our attendees so that they can make memorable experiences while visiting one of the crown jewels of the Midwest.”

Earlier this year, TEAMS announced it will continue to serve as the exclusive home of the U.S. Olympic & Paralympic SportsLink and National Governing Body Best Practices Seminar. The agreement grants U.S. Olympic and Paralympic representatives prime access to conference and expo attendees interested in hosting sporting events. TEAMS ’27 will be a crucial precursor to the 2028 Summer Olympics.

Also, 2027 will mark the three-year anniversary of Milwaukee’s newly expanded convention center. Breaking ground later this year and opening in 2024, the Wisconsin Center expansion will feature 445,000 sq. ft. of total space. This includes 300,000 sq. ft. of contiguous exhibit space as well as a rooftop ballroom with an outdoor terrace. The Wisconsin Center will be TEAMS ’27 headquarters.

Milwaukee is no stranger to hosting a wide range of sports from baseball, hockey, golf, and fencing to table tennis, speed-skating, weightlifting, and gymnastics. The Greater Milwaukee area just hosted the 43rd Ryder Cup at Whistling Straits in late September. The USA Triathlon brought its 2021 Toyota Age Group National Championships back to Milwaukee’s lakefront in August and will return for 2022. And the 2021 NBA Champions, the Milwaukee Bucks, hosted 65,000 fans in the Deer District throughout July for the NBA Finals.

Sports Milwaukee also has several future sporting events already in the works. In January 2022, the U.S. Speedskating’s Olympic Long Track Team Trials will take place at the Pettit National Ice Center. Fiserv Forum will host the NCAA Division I Men's Basketball First/Second Rounds in March 2022 and the Gold Over America Tour with Simone Biles in October 2022. And more are yet to be announced.

“Milwaukee is truly a city of world champions, MVPs, and OMGs,” Werner said on stage at TEAMS ‘21. “No matter who scores the most points or who runs or rides the fastest, nobody loses when you spend time in Milwaukee.”

About Sports Milwaukee

Sports Milwaukee, championed by VISIT Milwaukee, is charged with promoting the region as a destination for sporting events. A proud member of Sports ETA, Sports Milwaukee aims to solicit, promote and enhance youth, amateur, and professional sporting events to create a positive economic impact. Our vision is to be Milwaukee County’s premier sports organization for events and an advocate for health and wellness in the Greater Milwaukee area.

About VISIT Milwaukee

VISIT Milwaukee is a community asset that markets the destination as a top choice for business, convention, and leisure travel to national and international visitors to increase the economic impact of tourism in the region. VISIT Milwaukee has over 600 members, including hotels/motels, restaurants, attractions, services, and area businesses. The Wisconsin Center District, which is undergoing a large-scale expansion slated for completion in 2024, and Potawatomi Hotel & Casino are strategic partners with VISIT Milwaukee, providing funding support for conventions and tourism programs. For more information call (800) 554-1448 or visit