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NCAA Women’s Final Four Tourney Town set to turn Phoenix into championship playground
PHOENIX — Downtown Phoenix will transform into a basketball hub as the NCAA Women’s Final Four offers activities for fans throughout its weekend — including Tourney Town.
Tourney Town is a multi-day festival held inside the Phoenix Convention Center, featuring interactive games, skill contests, sponsor booths, and basketball-themed activities. Best of all? It’s free and open to the public.
Ron Price, President and CEO of Visit Phoenix, says the event reflects the city’s unique ability to host major sporting events while creating experiences that go beyond the court.
“Tourney Town is always one of my favorite places to stop in and check out,” Price said. “The one thing I love about Phoenix is I think we’re better built for this than anywhere else. The fact that you’ve heard everyone talk about the game that takes place here, downtown, is going to own all these events.”
The countdown to the NCAA Women’s Final Four begins with a news conference at Mortgage Matchup Center in Phoenix on Feb. 24, 2026. © Diannie Chavez/The Republic / USA TODAY NETWORK via Imagn Images
Price said Phoenix approaches each event with intention, striving to make each experience bigger and better than the last.
“We don’t just reset for the next one. We completely gear up and try to do something unique and better for each one that comes in,” he said. “One thing you’ll find out when you walk into Tourney Town, it’s going to be bigger than you’re going to imagine… It’s going to be a lot of fun.”
Anyone who wants to be part of the event can be, even if they don’t have a ticket to the games.
Visit Phoenix CEO Ron Price during the NASCAR Championship countdown clock unveiling at Phoenix Sky Harbor International Airport on Oct. 6, 2025. © Rob Schumacher/The Republic / USA TODAY NETWORK via Imagn Images
“And what I love about it, we talk about it’s free, which is the major thing. You don’t have to have a ticket to the championship to feel like you’re part of the championship,” he said.
The events also support local culture, commerce, and tourism as the Final Four teams compete to see which one comes out on top. Creating memorable moments with fans complements what the weekend is about: a celebration of women’s basketball.
“We are very excited to see how this is going to be bigger and better than it’s ever been before,” Price said.
Tourney Town provides accessibility and engagement not just for the Phoenix community but also for visitors coming in for the weekend. It all builds anticipation for the games that will determine a new national champion.
Experience, participation and energy are intertwined with Tourney Town as the Valley opens its doors for another basketball-filled weekend.
The NCAA Women’s Final Four Tourney Town is set to run from Thursday, April 2, through Sunday, April 5.
