YOUR GUIDE TO VISITING

Sport brands

This section features visitor centres connected to sport, including racetracks, stadiums and sports team museums. It highlights how these venues and teams are run and the history and culture behind each sport.

Modern gray building with FIFA MUSEUM sign and 48 banner on a city street under a hazy sun, with autumn trees and parked cars.

The Visitor Centre today is ... FIFA Museum

The FIFA Museum in Zurich has an ambitious brief: to tell the story of a sport that unites more than four billion people. We went along to see how close it gets.

SPORT

JULIE WHITE

4 days ago

The Visitor Centre today is ... Silverstone Museum

From wartime airfield to the birthplace of the Formula One World Championship, Silverstone Museum is a truly iconic motorsport destination.

SPORT

JULIE WHITE

May 13

Olympic rings near ski jump at Sapporo, Japan. Overcast sky, autumn trees in background, "OKURA" written on ski slope.

The Visitor Centre today is ... Sapporo Olympic Museum

We visit the Sapporo Olympic Museum, home of the Winter Games of 1974, where history and legacy sit side by side, and where everyone is "YOKOSO" ("Welcome!" in English).

SPORT

JULIE WHITE

Feb 12

Historic red-brick building of the Jockey Club in Newmarket, with gabled roof, set against a clear blue sky. Manicured lawns and gravel path in foreground.

The Visitor Centre today is ... Jockey Club Rooms

Not your average check-in. The Jockey Club Rooms, usually reserved for racing’s inner circle, is open for stays and events, giving guests the inside track on heritage, horsepower, and top-class service.

SPORT

JULIE WHITE

Jan 14