Branson, Chiefs partnership set to end two years early

A multiyear, multimillion-dollar partnership inked in the summer of 2023 between Branson and the Kansas City Chiefs is coming to an early conclusion.

Through the $6.6 million deal signed by officials with the city of Branson, Branson/Lakes Area Tourism Community Enhancement District and the Chiefs, Branson became the official vacation destination of the four-time Super Bowl champions. However, according to a news release from the Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau, the agreement is set to conclude May 15.

“Both the city and TCED mutually agreed the partnership had served its purpose, with other opportunities to invest in and take advantage of for the best marketing results of the destination,” said Heather Hermen, the chamber’s chief marketing and communications officer, via email on Feb. 16. “For example, we have a healthy partnership with Great American Family that has brought us our first movie filmed in Branson and with Silver Dollar City. Opportunities like this have brought us nationwide attention, exposure through a different platform, and will result in years of destination awareness through syndication.”

Great American Family is the flagship network of Arlington, Texas-based Great American Media. The company was at Silver Dollar City in January filming “An Ozark Mountain Christmas,” a movie set to premiere later this year, according to GreatAmericanFamily.com.

Hermen said the agreement will end with no penalties or additional funds required. Total local investment will be around $3.8 million.

Through the deal with the Chiefs, both the city and the tourism district have been investing roughly $1.3 million annually, according to past Springfield Business Journal reporting.

The tourism district collects tax revenue used to market Branson and the lakes area. As the destination marketing agency for Branson, the local chamber has been tasked with executing the details of the agreement. The organization was able to showcase the destination at numerous tailgating events, providing thousands of vacation guides, promotional materials, answers to travel planning questions, and highlighting the area’s live music shows, attractions and lakes, according to the release. 

Hermen said chamber representatives were present at eight tailgate sessions to promote the partnership during the 2024-25 and 2025-26 Chiefs home schedule at Arrowhead Stadium.

The deal also allows Branson access to experiential and digital activation assets of the Chiefs, such as the team’s logos and kickoff rallies, which can be used in marketing efforts, including television and digital media, according to past reporting. In the release, officials noted the digital media assets helped generate over 320,000 visits per year to ExploreBranson.com, the city’s official tourism website.

“Being partnered with the most popular team in the NFL brought us the opportunity to showcase Branson/lakes area to the millions of followers paying attention to the Chiefs,” she said. “The tailgate events, newsletters and social media exposure brought us new audiences and a chance to tell the Branson story, and hopefully our invitation results in more visitors from those with piqued interest.”

Luke Shanno, vice president of corporate communications with the Chiefs, said the organization had no comment for this story.

Through the deal, the chamber created in-stadium billboard placement at each home game for three seasons, reaching an average of over 70,000 people on-site each game, according to the release. Branson also served as the Hometown Hero sponsor during games, recognizing more than 30 Missouri-based active-duty military, veterans or essential workers, for their service. 

According to past reporting, a portion of tax revenues designated for marketing has provided the local funds for the deal. The tourism district assesses a 1% sales tax in Stone and Taney counties. The city’s tourism tax applies a 4% rate for admissions and lodging and a 0.5% rate on food and beverage sales.

It was a record-breaking year for Branson tourism tax revenue in 2025, as the total exceeded $19.6 million, a 10.1% increase over 2024, according to city data.

Hermen said destination marketing such as what the chamber does requires constant evaluation of data and trends in the industry. Allowing the Chiefs agreement to sunset is one example of the chamber “keeping its finger on the pulse of the industry and being prepared to pivot.”

“We’re excited for even more targeted marketing, allowing us to view the trends of visitation, bringing in signature and unique opportunities for the destination, and continuing to deliver high impact marketing for Explore Branson that will certainly keep our local economy thriving,” she said.

Hermen said the decision by the Chiefs to move across the state line to Kansas in a few years had no impact on the partnership ending early.

The Chiefs announced in December plans to move to the Sunflower State with a new $3 billion domed stadium to be built in time for the 2031 season, according to media reports. The organization’s lease on its Kansas City stadium, which has been the team’s home since 1972, will expire after the 2030 season.

The chamber, city and TCED will maintain contact with the Chiefs beyond the agreement’s conclusion, Hermen said, as officials seek marketing opportunities to showcase the Branson and lakes area to the team’s fans.

“We are keeping the line of communication open with the Chiefs marketing and leadership team,” she said. “There may be opportunities in the future to showcase the destination alongside their efforts at tailgates, meet-and-greet events, etc.”