Brampton, already self-proclaimed as the “cricket capital of Canada,” is setting its sights on becoming a premier destination for major sporting events, aiming to build upon its current $20-million annual sport tourism industry. The city’s updated Tourism Strategy, first launched in 2021, now features ambitious sport-specific goals to significantly amplify its economic impact, which already sees over 25,000 hotel room nights booked across more than 30 annual sporting events.
Key objectives of the new strategy include strengthening existing franchises like the Brampton Steelheads (hockey) and Brampton Honey Badgers (basketball), attracting a greater number of sport-related festivals and events, and developing high-performance training facilities. Brampton has a proven track record, having recently hosted the globally viewed GT20 Cricket Tournament, the new Canada Super 60 cricket league, and two nights of TNA Wrestling broadcasts, all contributing to its growing reputation.
The city acknowledges the global trend of sport tourism as the fastest-growing segment in the tourism industry, recognizing its pivotal role in driving economic growth, fostering community prosperity, and enhancing social cohesion. Brampton boasts impressive existing infrastructure, with nearly 300 groups playing some 60 sports across its more than 20 city-owned venues, including over 100 soccer fields, 20 ice pads, and 70 gymnasiums. Millions have also been invested in upgrading cricket infrastructure.
While showcase venues like The CAA Centre, Brampton Sports Park, and Cassie Campbell Centre are “event-ready” for regional to international competitions, the city’s report also identifies areas for improvement. Some facilities lack modern amenities such as Wi-Fi, streaming technology, or adequate spectator seating. Furthermore, indoor turf, domes, and winterized facilities are currently insufficient for year-round training and event hosting.
Mayor Patrick Brown expressed the city’s “ambition to lead the way in sport hosting,” emphasizing Brampton’s “world-class facilities, strong community engagement and one of the youngest and most diverse populations in the country.” The city is also exploring a partnership with local soccer star Atiba Hutchinson and Fusion Sports Parks Inc. to develop a new urban sports park at Black Forest Park South, potentially opening as early as 2026, to be built and operated at the sole expense of Fusion Sports Parks Inc.
The new strategy’s core goals include prioritizing 18 high-potential sports, becoming Canada’s hub for culturally significant sport events that reflect Brampton’s diversity, establishing the city as a provincial and national training and event hub, and operationalizing a participant-first model that aligns departments and partners around measurable outcomes. Brampton is poised to leverage its existing strengths and strategic investments to solidify its position as a leading sport tourism destination.