Southern Conference and Explore Asheville Announce Two-Year Partnership

Spartanburg, S.C. - The Southern Conference and Explore Asheville, the official tourism development authority for Buncombe County, have entered into a two-year sponsorship agreement designed to bring additional premier collegiate events to Buncombe County throughout 2025 and 2026. This partnership represents a deepened commitment from both organizations not only to enhance the student-athlete and fan experience, but also to support the community’s comeback and growth following the challenges posed by Hurricane Helene.

The agreement includes sponsorship investments from Explore Asheville with the goal of bolstering the area’s tourism and local economy through high-profile events. The partnership will prominently feature Explore Asheville as the exclusive tourism partner for several key SoCon championships, including the Basketball Tournament and Wrestling Championships during SoCon Week in Asheville, and underscores the shared dedication to strengthening the local community with more events on the calendar throughout the next two years.

“The Southern Conference is proud to announce our expanded partnership with Explore Asheville for 2025 and 2026. This agreement underscores Explore Asheville's commitment to collegiate athletics and sports tourism in Buncombe County,” Southern Conference Commissioner Michael Cross said. “As the Exclusive Tourism Partner for our basketball and wrestling championships, Explore Asheville is instrumental in creating exceptional championship experiences.  Asheville's vibrant atmosphere, community engagement, and Explore Asheville's dedicated support have made it an ideal home for numerous SoCon championships, and we look forward to building on our successful relationship to showcase the best of collegiate athletics in one of the Southeast's most welcoming destinations.”

Beyond basketball and wrestling, the agreement includes Explore Asheville’s sponsorship of several additional events, such as the SoCon Hall of Fame Induction Ceremony (2026), the yearly Business Leadership Forum and the SoCon Symposium, which will happen during SoCon Week in Asheville, in conjunction with the Basketball and Wrestling Championships.

“On behalf of Explore Asheville and the Buncombe County Tourism Development Authority, we are once again energized and filled with heart to build upon the long-standing relationship between the Southern Conference and our community,” said President and CEO of Explore Asheville and the Buncombe County Tourism Development Authority Vic Isley. “Attracting more events to our destination for economic vitality and community engagement is at the heart of our efforts every day. We thank SoCon’s leadership for their belief in Explore Asheville and their continued commitment to the Asheville area.”

The SoCon is committed to assisting the Always Asheville Fund, which supports local businesses and the ongoing recovery from Hurricane Helene, helping ensure the community continues to thrive while showcasing the region’s resilience. The partnership will further strengthen Asheville’s position as a premier sports destination in the Southeast and show everyone that Asheville is back and ready to welcome visitors. A portion of premium ticket sales from the championships during SoCon Week will go to the Always Asheville Fund and there will be onsite donation opportunities.

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About the Southern Conference
 Founded in 1921 and the fifth-oldest league, the Southern Conference (SoCon) is a NCAA Division I collegiate athletic conference that includes 10 institutions competing in a wide range of sports. The SoCon is committed to enhancing the student-athlete experience and expanding its reach through championship events and partnerships across the region. It’s All Here.

About Explore Asheville and the Buncombe County Tourism Development Authority
Explore Asheville is the official destination marketing and management organization for one of the most deeply-rooted, creative communities in the southeast. Explore Asheville is powered by the Buncombe County Tourism Development Authority, a public authority that has been investing in and building community since 1983. The authority has committed $96 million to more than 50 community capital projects including sports venues.