BIRMINGHAM, Ala. (April 4, 2025) – The Magic City once again proved to be the perfect stage for March Madness. As host of the NCAA’s Women’s Basketball Tournament’s Sweet 16 and Elite 8, Birmingham welcomed eight teams from across the nation for an unforgettable weekend of competition March 28-31 at Legacy Arena at the Birmingham-Jefferson Convention Complex (BJCC).
The Greater Birmingham area drew teams and fans from Duke University, the University of Maryland, the University of North Carolina, the University of Notre Dame, the University of South Carolina, the University of Tennessee, the University of Texas, and Texas Christian University, bringing national attention to the city and its vibrant sports culture.
With sellout crowds totaling more than 45,000 across Friday to Monday’s games, the event injected over $12.3 million in direct economic impact into Greater Birmingham and spurred a significant hospitality surge downtown. On Friday and Saturday, downtown hotel occupancy reached 82%, reflecting a 45.7% increase compared to the same weekend last year.
“Delivering an unforgettable experience for visiting fans was a top priority for us,” said David Galbaugh, Vice President of Sports Sales & Marketing for the Greater Birmingham Convention & Visitors Bureau. “The Fan Zone at City Walk was a huge hit, giving fans a dynamic hub where they could rally together, enjoy live entertainment and experience the energy of March Madness beyond the arena. The atmosphere throughout the city was electric, and it was incredible to see fans fully immersed in everything Birmingham has to offer.”
This year’s tournament added to Birmingham’s growing legacy as a host for NCAA Basketball, reaffirming its status as a premier destination for major sporting events. Successful events like this set the stage for upcoming high-profile competitions, like the World Police & Fire Games, already on the calendar for this year. In 2024, Sports Business Journal took notice, naming Birmingham a top city for sporting events.
Birmingham’s ability to host top-tier sporting events continues to elevate the Greater Birmingham area as a sought-after destination– not just for sports tourism, but for travel overall. Recently, Southern Living Magazine recognized the Magic City on its list of the South’s Best Cities in 2025.
“A great sports destination requires world-class venues and a track record of hosting premier events, and the Birmingham and Hoover area delivers on both fronts,” Galbaugh said. “The region boasts an impressive lineup of sporting events, including the NCAA Men’s Basketball Tournament, UFL, National Senior Games, Birmingham Bowl, Bassmaster Classic, The World Games 2022, 2024 Transplant Games of America, 2025 World Police and Fire Games, SEC Baseball Tournament, Magic City Classic, and the Children’s of Alabama Indy Grand Prix.”
Looking ahead, Birmingham will host the 2028 NCAA Men’s Basketball First and Second Rounds, a further testament to the championship experience provided by local hosting partners — the Southeastern Conference, BJCC, City of Birmingham and Knight Eady.
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About Greater Birmingham Convention & Visitors Bureau
The Greater Birmingham Convention & Visitors Bureau (GBCVB) is the official tourism and marketing organization for Birmingham and Jefferson County. Established in 1969, the non-profit agency generates positive economic impact by positioning the Greater Birmingham Region as a premier destination for conventions, sporting events, and domestic and international leisure travel. Birmingham and its neighboring municipalities welcome more than 3.96 million visitors each year, generating $2.52 billion in economic impact. Learn more at inbirmingham.com.
