Experience Columbia SC Sports (ECSC) won the Governor’s Cup Award for the Rivals in Red Tour, which attracted 70,000 visitors to Columbia in 2024. Columbia was one of just three US cities to host the matchup between Manchester United and Liverpool FC, bringing fans from across the country.
The Governor’s Cup honors tourism initiatives that significantly impact the local economy and community. The collaboration between ECSC, USC, and TEG Sport generated over $13 million in visitor spending.
“It showed that with collaboration, we can pull off top-tier events and highlight Columbia as the vibrant destination it truly is,” Bill Ellen, ECSC President and CEO, said.
The Rivals in Red campaign created a buzz across the Southeast with eye-catching ads and digital promotions, bringing the benefits back to Columbia. With three million impressions and $2 million in earned media value, the event demonstrated the city’s capacity to host globally recognized events.
