Every game day, the streets around local stadiums are filled with energy as sport fans pack nearby businesses. The love for hometown teams boosts local businesses, showing that local sports can be more than just entertainment.

“The presence of a strong sports culture encourages continued infrastructure development, from improved athletic facilities to enhancements in transportation and entertainment districts,” said Lulu Black, assistant director of the Durham Sports Commission.

“This ongoing investment strengthens Durham’s ability to host larger events, attract more visitors and maintain its reputation as a sports hub, leading to sustained economic benefits,” Black said.

Durham’s strong sports culture helps draw people from all over the East Coast, according to Jessica Harper, general manager of Tobacco Road Sports Cafe.

“We use something as simple as sports and NIL to get foot traffic in here,” Harper said.

Being in the Durham Bulls sports complex and near Duke’s campus makes it an obvious locale for local sporting events. But “we can accommodate any random guests on any day” because of the extensive television sports packages the restaurant subscribes to, Harper said.

While the vast broadcast options may draw customers, Harper said the restaurant’s team hopes the food and hospitality appeal to everyone and keep people coming back.

“When guests walk in, we want them to feel like this is not your typical sports bar. We want them to feel like they can have their best events here because they can. We have done weddings, rehearsals and banquets here. So, you know, you can have the best of the best here,” Harper said.

While Tobacco Road Sports Cafe is just one business in Durham that capitalizes on the city’s strong sports culture, there are many other local businesses that do the same.

Andrew Harris, general manager of Play It Again Sports, said local college teams and youth sports are “ideal clientele” that help attract businesses to Durham. Harris also added that “high performing teams” help bring revenue and attention into the community and local businesses.

The strong sports presence in Durham not only brings local businesses into the area but also helps contribute to marketing strategies.

“Sponsoring local teams and leagues is one way we can get our name out into Durham,” Harris said. “It is a way for our business to keep in touch with the local community.”

Whether it is marketing, sales, or just a simple connection within the Durham area, sports have helped many local businesses grow their name and reputation.

“Local companies can capitalize on sponsorship opportunities, partnerships and marketing through sports teams, leagues and events, increasing visibility and brand recognition within the community,” Black said.

“By driving both direct economic activity and long-term business growth, a sports-oriented community strengthens Durham’s local economy and supports a wide range of industries beyond athletics alone,” Black said.