Houston
Houston is set to host the National Cheerleading Association’s (NCA) All-Star National Championship from February 27 through March 1, 2026, drawing an estimated 65,000 competitors and spectators to the George R. Brown Convention Center and Toyota Center.
The event marks the first time the prestigious championship, produced by NCA, a Varsity Spirit brand, is held in the city and launches a three-year agreement covering 2026, 2027 and 2028.
Houston First Corporation has contracted with NCA to stage the competition across the GRB Campus, with activations extending into Discovery Green and Toyota Center. Organisers estimate a $50m economic impact each year of the event, with a projected $150m in direct and indirect spending over the three-year commitment.
The arrival of one of the largest all-star cheerleading events in the US strengthens Houston’s position as a major destination for large-scale sporting and entertainment gatherings. Tens of thousands of athletes, families and fans are expected to fill hotels, restaurants and transport networks during what is typically a quieter winter period for tourism.
Houston First, the city’s destination marketing and convention management organisation, says the scale of the championship will activate the entire downtown convention campus, benefiting more than 150 hotels and a wide range of hospitality businesses. The multi-venue footprint also allows spectators to move between indoor arenas and outdoor public spaces, adding a festival-like feel to the competition weekend.
“We are extremely pleased to be able to bring the NCA All-Star Championship to Houston,” said Michael Heckman, President and CEO of Houston First. “This is a high-impact event, with tens of thousands of attendees, that will activate our convention campus and bring business to more than 150 hotels. We’re excited to be able to showcase what Houston can do for a large-format competition like this.”
For travellers, the championship offers a chance to experience the city at full energy, with downtown walkability linking the convention centre, major sports venues and green spaces. Visitors can expect busy hotels, increased flight demand and a packed calendar of side events as teams arrive from across the country.
The three-year agreement also provides long-term certainty for local tourism operators, enabling hotels, tour companies and restaurants to plan staffing and marketing around a recurring surge of visitors each late winter. City leaders view repeat events as a reliable way to build brand awareness and encourage return travel beyond the competition itself.
Varsity Spirit, which owns and operates the NCA brand, cited Houston’s scale, infrastructure and enthusiasm for major events as decisive factors in awarding the multi-year hosting rights. The city’s ability to accommodate large crowds, manage logistics across multiple venues and deliver consistent visitor experiences helped secure the deal.
“As one of the largest all-star events in the country, NCA All-Star National Championship deserves a city that matches its scale and enthusiasm, and Houston was the clear choice,” said Justin Carrier, Vice President of Event Operations and Experience for Varsity Spirit. “We are excited to continue creating extraordinary experiences for our athletes, families, and fans while supporting the city through meaningful economic impact over the next three years.”
Houston First and Varsity Spirit are working with partners across the convention campus, including Fertitta Entertainment, which operates Toyota Center, along with Discovery Green management and local law enforcement teams, to ensure safe crowd flow and smooth event operations. Organisers expect the integrated planning to support high visitor satisfaction while maintaining public safety and efficient transport access.
Beyond the competition floors, travellers can explore Houston’s diverse food scene, museum district and nearby neighbourhoods, with many venues offering extended hours and special promotions during peak event weekends. Downtown’s growing light rail network and pedestrian-friendly areas make it easier for visitors to move between arenas, parks and dining hubs without a car.
The economic ripple effect extends beyond hotels and restaurants. Retail, ride-hailing services, cultural attractions and local suppliers typically see increased demand during large conventions, helping to distribute tourism spending across multiple sectors of the city economy.
For international and out-of-state visitors, the championship also serves as a gateway introduction to Houston as a leisure destination rather than solely a business or energy hub. Repeat annual events through 2028 provide multiple opportunities for travellers to return, explore different neighbourhoods and extend stays beyond competition schedules.
With 65,000 visitors expected in the first year alone and a projected $150m boost over three years, the NCA All-Star National Championship signals a significant moment for Houston’s tourism strategy, blending sports, family travel and large-scale event hosting into a long-term economic driver.
Photo Credit: Debby Wong / Shutterstock.com
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