Original article written and published by sportseta.org.
Welcome to the June 2025 edition of the Sports ETA Facility Showcase! This month, the spotlight is on the Birmingham-Jefferson Convention Complex in Birmingham, Alabama. The Greater Birmingham Convention & Visitor Bureau is at the center of this destination’s sport tourism and event magic.
At the core of Birmingham, Alabama’s Uptown Entertainment District lies the Birmingham-Jefferson Convention Complex (BJCC) campus. It’s home to two incredible sport venues, Protective Stadium and Legacy Arena. The BJCC complex welcomes over 1 million fans to events annually. It is for good reason they call themselves “Alabama’s Premier Entertainment Destination.”
Protective Stadium: A Hub of Sporting Spectacles
Since its inauguration in 2021, Protective Stadium has rapidly established itself as a dynamic and prominent venue, hosting an impressive portfolio of over 180 diverse sporting events. The stadium serves as the proud home of the United States Football League (USFL) Birmingham Stallions, its central location with the BJCC fosters a strong connection with local football enthusiasts. Beyond professional football, Protective Stadium has welcomed the high-octane action of Supercross, the passionate supporters of Legion FC soccer matches, the spirited competition of UAB Blazers football, and the roaring entertainment of Monster Jam. Its modern facilities and significant capacity have made it a versatile and sought-after location for a wide array of large-scale sporting spectacles.
Legacy Arena: A Revitalized Destination for Premier Events
In 2021, Legacy Arena, also located on the BJCC campus, underwent a substantial $125 million renovation, transforming it into a state-of-the-art indoor venue. This significant investment has paid dividends, as the arena has successfully attracted major national events, most notably serving as a key host for the prestigious NCAA Basketball Tournaments. The arena welcomed the excitement of the men’s tournament in 2023, followed by the women’s tournament in 2024, and is slated to host the men’s tournament once again in 2028, solidifying its reputation as a premier basketball venue. Furthermore, Legacy Arena has become a regular destination for high-profile college basketball matchups, drawing in powerhouse programs such as Auburn, Alabama, Houston, and Purdue on an annual basis. The consistent presence of these top-tier teams underscores the arena’s appeal and its importance in the landscape of collegiate sports.
Behind-the-Scenes Innovation: Our venues feature four locker rooms designed to accommodate multi-team tournaments and events, enabling us to host four professional football games in a single weekend, as well as NCAA tournaments and SEC gymnastics competitions. With expansive square footage, the space is highly versatile, supporting media setups, VIP receptions, and other multi-purpose uses. The arena and stadium are fully wired for broadcast, offering seamless plug-and-play capabilities. Broadcast crews frequently commend our facility as one of the easiest venues to work in. Additionally, we provide convenient truck and bus access, ensuring smooth operations for major broadcast productions.
Venue Innovation Highlights –
– Four locker rooms facilitate multi-team events, allowing the hosting of four professional football games in a weekend, along with NCAA and SEC gymnastics tournaments.
– The expansive and adaptable space accommodates media, VIP receptions, and diverse multi-purpose needs.
– Complete broadcast wiring in the arena and stadium provides effortless plug-and-play functionality, consistently earning praise from broadcast crews as an exceptionally user-friendly venue.
– Easy truck and bus access streamlines operations for major broadcast productions.
Elevating the Athlete/Visitor Experience
– A new sound system delivers immersive auditory experiences.
– Premium hospitality spaces (Upper Club, Stadium Club – 11,569 sq. ft, Arena Club – 5,800 sq. ft) offer upgraded food and beverage options.
– State-of-the-art amenities ensure top-tier convenience and engagement for athletes and fans.
– Distributed Antenna System guarantees seamless cell coverage across the arena and stadium.
Community Impact through Engagement
The BJCC organization collaborates with tenant teams on community initiatives focused on youth development in sports (soccer, football, basketball) and education. They host STEM Days with the Birmingham Squadron (NBA G-League) to connect students with professionals and foster career interests.
Their community programs, supported by their naming rights partner, Protective Life, provide opportunities for young athletes to learn, grow, and excel. Free events at Protective Stadium, like Trick-or-Treat in the Suites and a Community Wellness Fair with over 15 community providers, work together to build a stronger and more connected community through sports, education and opportunity.
Investing in Sustainability Initiatives
The entire BJCC campus recently underwent a $35 million energy efficiency upgrade, implementing cutting-edge solutions to reduce its carbon footprint. This project included modernizing all major equipment, such as chillers, boilers, and lighting systems, to enhance sustainability and operational efficiency. Beyond energy savings, these upgrades contribute to a more environmentally responsible facility, lowering emissions while improving overall reliability and performance. With smarter systems in place, they’ve not only optimized energy consumption but also created a more comfortable and sustainable environment for athletes, visitors, and staff alike.
KEY DIFFERENCE MAKER: The Spirit of Birmingham in Action
“The Spirit of Alabama in Action” is not just a motto for those in Birmingham. It lives in the spirit of what they do and how they host their sporting events. Just as chicken soup can feed one’s soul, Birmingham invests in their “spirit”. That spirit translates to the 1 million plus visitors to the BJCC. What is the “spirit” of your community? Does this “spirit” live in the events you host?
