Three Thriving Sports Cities Without NFL Teams

For too long, the narrative around a city's status as a "major sports town" has been narrowly framed around the presence of an NFL team. This outdated perspective ignores a crucial shift in the modern sports economy – fans are no longer passive consumers but engaged participants. They seek more significant investment, ownership and community in their sports experiences. Cities without NFL teams prove that professional sports can thrive when fan engagement is maximized, monetized and community-driven. With demand for deeper, more personalized interactions rising, the expansion of professional sports in these cities is not just viable – it’s inevitable.

St. Louis, Missouri: A Powerhouse of Engagement and Untapped Potential

St. Louis, Missouri, has a deeply entrenched sports culture extending beyond traditional league structures. Its history of fostering professional teams, high game attendance and direct economic impact prove that fans in this city are willing and ready to support expanded professional sports.?

In 1882, a German-American entrepreneur, Chris von der Ahe, founded the Cardinals – the MLB team that would win 11 championships for the city, most recently in 2011. The St. Louis Cardinals (MLB) boast 11 World Series championships, with fan loyalty spanning generations. The Cardinals have a history of players being recognized for their community service. The Roberto Clemente Award, which honors MLB players for sportsmanship and community involvement, has been awarded to Cardinals players more than those of any other team.

The city also hosted the first U.S. Olympic Games in 1904, which debuted competitive diving, freestyle wrestling, boxing and the decathlon as Olympic sports (STL Sports). The 1904 Olympics set a precedent for elite competition and the city consistently demonstrates elite fan engagement.?

Although the departure of the St. Louis Rams left a massive void in the football market, the St. Louis Battlehawks (UFL) have capitalized on fan enthusiasm, drawing 40,317 attendees to a single game at “The Dome at America’s Center” (Sportico) This is nearly three times the average UFL attendance. Additionally, St. Louis City SC (MLS), founded in 2019, drove a $168 million economic impact in 2023, proving the scalability of pro sports beyond legacy leagues.?

It should be no surprise that St. Louis was named the nation’s Best Sports City in 2000 (The Sporting News) and 2015 (Wall Street Journal). The St. Louis Sports Commission was also selected as the National Sports Commission of the Year in 2002, 2005 and 2013 (STL Sports).?

Salt Lake City, Utah: A Multi-Sport Hub Ready for Next-Level Expansion

Despite lacking an NFL franchise, Salt Lake City (SLC), Utah, has quietly built one of the most diverse and high-performing sports markets in the U.S.. Home to the Utah Jazz (NBA), Utah Royals (NWSL), Real Salt Lake (MLS) and Utah Hockey Club (NHL), SLC demonstrates a willingness to support and scale new professional franchises. The state’s $9.5 billion outdoor recreation economy (2023) highlights a sports-first consumer culture, proving that fans are willing to spend for premium sports experiences.

The city is home to a thriving cycling culture, with Utah emerging as a major hub for competitive and recreational cycling. The state hosts high-profile events like the Tour of Utah and is a premier destination for endurance sports, drawing in significant sponsorship dollars and tourism revenue. With Utah’s outdoor economy contributing $9.5 billion annually, the cycling industry has become a lucrative avenue for fan engagement, brand activations and premium event experiences. The deep-rooted participation in road and mountain biking creates an ecosystem ripe for digital integration, stakeholder-driven marketplaces and next-gen fan monetization strategies.

Austin, Texas: The Fastest-Growing Sports Market in America

Austin, Texas, isn’t just a cultural, live music and tech hub. It’s a rising sports epicenter with untapped demand for professional franchises. Austin is primed for professional league expansion with one of the fastest-growing populations in the U.S. and a sports economy that thrives on college football dominance.?

Austin FC (MLS) drives record attendance and revenue, setting the stage for a sustainable, multi-sport expansion model. The city’s bid for a WNBA franchise (backed by Kevin Durant and Marc Lasry) further proves that the demand for pro sports is outpacing available teams. The University of Texas football program operates on a $271M annual budget, larger than several NFL franchises (USA Today).?

The program’s NIL collective, One Texas, paid athletes $11 million, proving that sports-related investments, membership models, and athlete-driven brands already have a foothold in Austin (SwimSwam).?

As the city cements its status as a rising sports hub, teams such as the Round Rock Express (Triple-A Baseball), Austin Gamblers (PBR Team Series), Texas Stars (AHL Hockey), and Austin Spurs (NBA G-League) are redefining the traditional sports experience. The Round Rock Express, a staple of Austin’s sports culture as the Triple-A affiliate of the Texas Rangers, has long embraced fan-centric strategies such as theme nights, exclusive membership programs, and community engagement initiatives. Meanwhile, the Austin Gamblers, competing in the Professional Bull Riders (PBR) Team Series, are capitalizing on Austin’s growing appetite for alternative sports.

What Makes a City a Great Sports Community??

The evolution of professional sports isn’t just about the NFL, NBA, or MLB—it’s about expanding beyond traditional leagues to offer diverse sports that redefine what makes a city a true sports destination. More choices mean more diversity, greater fan engagement and deeper community connections. These cities are thriving without the NFL and proving that the demand for professional sports extends beyond traditional league structures.?

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