Alabama beach sports commission rebranding, adding leisure events

The Gulf Shores & Orange Beach Sports Commission is now Gulf Shores | Orange Beach Sports & Events

Media Contact:

Ally Dorrough, APR • Gulf Shores | Orange Beach Sports & Events
[email protected]
1-800-745-SAND • 251-968-9327 (direct) • 334-391-7745 (cell)

GULF SHORES AND ORANGE BEACH, ALA. – With a changing sports tourism economy and a big move to bring major leisure events into its fold, the Gulf Shores & Orange Beach Sports Commission is rebranding to Gulf Shores | Orange Beach Sports & Events. The addition of events will increase the organization’s promotional and grant support of existing events in the destination that generate a specific level of overnight stays in Gulf Shores and Orange Beach in addition to attracting new events.

“Timing is everything, and we desire to continue to elevate the quality of life for our local residents by attracting events and festivals that fit our family-friendly atmosphere on the Alabama Gulf Coast,” said Michelle Russ, CSEE, vice president of sales, sports and events for GSOB Sports & Events. “We are applying a similar sports event grant framework for leisure events with various levels of support based on factors such as attendance and media coverage.”

As the organization expands its offerings, recent leadership changes and a new staff person are part of the path forward. Russ, former director of sales for the Sports Commission, was named Vice President of Sales, Sports & Events in December 2020. Sarah Cooper, former senior event coordinator, is now the Sports & Events Operations Manager. New to the team is Brittany Roh, who brings valuable meetings sales experience from The Grand Hotel Golf Resort & Spa, Autograph Collection, in Point Clear, Alabama, as an additional Sports & Events Sales Manager.

Event planners interested in applying for major event grants from GSOB Sports & Events may contact Russ at [email protected]. Sports planners and rights holders may find the grant application here.

For information on upcoming athletic and major leisure events along Alabama’s Gulf Coast, visit, or call 1-800-745-SAND.



Credit: Gulf Shores | Orange Beach Sports & Events

About Gulf Shores | Orange Beach Sports & Events:

Gulf Shores | Orange Beach Sports & Events is a partnership among Gulf Shores & Orange Beach Tourism (GSOBT), the Coastal Alabama Business Chamber, Gulf State Park and the cities of Gulf Shores and Orange Beach. In 2007, the organization became a department within GSOBT. In this role, the GSOB Sports & Events – along with assistance from both cities – works to bring quality athletic and leisure events to Alabama’s Gulf Coast. To learn more about sports and events along Alabama’s 32 miles of white-sand beaches, please visit