Tysons, VA – March 17, 2025 – WHITE64 has been tapped by Sports Williamsburg, a new initiative by Visit Williamsburg, to define the region as the go-to destination for athletes, tournament organizers, and fans alike. The agency will be branding the new entity and putting its fields, pools, courses, courts, rivers and trails on its already historic map—including the highly anticipated 200,000-square-foot Greater Williamsburg Sports & Events Center, set to open in 2026.
“Beyond economic impact, sports tourism is about building energy, community, and creating unforgettable experiences,” said Jennifer Case, Chief Marketing Officer at Visit Williamsburg. “WHITE64 brought all three to the table. We needed a partner who could capture that excitement and showcase everything Williamsburg has to offer.”
While a new brand as well as video, experiential, web and social initiatives are all on the horizon, WHITE64 will initially bring its strategic expertise to bear. The goal? To balance and position the area’s state-of-the-art sports venues, deep hospitality offerings, diverse dining options, and rich historical context that make the region unique to an array of sports tournament organizers.
“As a travel sports parent myself, I often find myself in either immaculate facilities in the middle of nowhere or aging ones in expensive, busy metro areas,” said Kerry Beutel, President of WHITE64. “The Historic Triangle, on the other hand, is a dream destination. The natural beauty of the area combined with its manageable size, big-city amenities (including two amusement parks) and cultural importance is like nowhere else in the country. And with the Greater Williamsburg Sports & Events Center set to open during America’s 250th anniversary, we’ll shake off any notion that the area is ‘stuck in the past.’ Instead, we’ll connect that vibrant history to the legendary events to come.”
Sports Williamsburg is the latest win for WHITE64. Known for its work with service brands in the financial, advocacy, government and hospitality sectors, its travel and tourism clients include Hilton, Washington Metropolitan Transit Authority, Visit Fairfax and Luray Caverns.
About Visit Williamsburg
Visit Williamsburg is the official destination marketing organization (DMO) for Williamsburg, Yorktown, and Jamestown, Virginia. The organization is committed to driving overnight visitation, growing/enhancing destination awareness, and supporting industry partners through its advertising, marketing, public relations, and sales programs. For more information, visit www.visitwilliamsburg.com.
