Byron Nelson contract extended through at least 2030 as McKinney leans into sports tourism

Visit McKinney staff told the board that sports tourism continues to grow and that the Byron Nelson tournament has extended its contract with the city through at least 2030. The year-end report also highlighted other sports-related activity that produced room-night demand and conference visits.

"They decided to extend their contract with the city through at least 2030," Alicia Holmberg said of the Byron Nelson event. Staff also noted the McKinney 0.5 marathon had more than 4,000 participants from 28 states and four countries, which the tourism staff cited as an example of events that drive hotel room nights and local spending.

Why it matters: long-term agreements with high-profile sporting events give the city predictability for visitor demand, hospitality planning and marketing. Staff said they are pursuing further sports-planning opportunities and expect continued returns in room nights and local economic activity.