Thriving as a leading sports destination

A contingent from Atlanta will travel to Arlington, Texas, this month to attend the MLB All-Star Game. Their goal, like other markets doing evaluations, is to observe and learn as they prepare to host next summer’s Midsummer Classic at Truist Park, a game that was originally scheduled for Atlanta in 2021 but canceled due to a controversial election law. They’ll study the scheduling of the event, how MLB handles its draft and even how to mitigate the heat during Texas’ sweltering summer. After the event, Atlanta will be on edge, but that’s not all Atlanta is preparing for, because as I learned during a two-day visit to the market last month, you’re looking at a calendar packed with major events while its local teams excel on the business side.

Here’s what struck me: Atlanta, the seventh-largest market in the country, is becoming even more important as a sports hub and destination, and local teams and organizations are striving to be among the top performers in their respective leagues, all operating at high levels.

First, the events: the day I left Atlanta, Mercedes-Benz Stadium was expecting nearly 60,000 spectators for a Copa América match between the United States and Panama, a week after attracting more than 70,000 spectators for the Argentina-Canada match. The first CFP championship match of the 12-team qualifiers will take place in January, the city will likely host FIFA Club World Cup matches in 2025 and will host eight World Cup matches in 2026 over a period of four weeks. Eight massive events over 30 days. Additionally, leaders have plans to host another Super Bowl and the Final Four in 2031.

But it’s not just about big events, as local franchises are collectively as commercially strong as any U.S. market. I was in town when the Hawks selected the No. 1 overall pick in the NBA draft in front of over 8,000 fans on their draft night. The team has seen significant growth in sponsorship and ticket sales in recent years; the renovated State Farm Arena has served as a model for other arenas, and the team’s event activity is reaching record levels. Additionally, the owner Tony Ressler is leading a massive investment in the Centennial Yards development, which aims to transform the downtown area between State Farm Arena and Mercedes-Benz Stadium into a mixed-use, LA Live-style destination.

The commercial success of the Falcons and United under Arthur Blank The Falcons’ optimism heading into the season under a new coach and quarterbacks was evident. Season suites are sold out and they’re likely to sell out of season tickets, leading to the first waiting list in years. The Falcons’ focus on customer service is also evident, as they’ve been No. 1 or No. 2 in the NFL’s fan experience survey for the past few years. Last year, their score improved, but they were edged out by the Lions for the top spot.

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I have publicly expressed my respect for the way the Braves organization thinks and operates. I still don’t think they get the credit they deserve for how Truist Park and The Battery have changed the industry. Organizations from around the world continue to come to learn from its success. Seven years after it opened, the complex is more robust, but there are more fields to develop and experiences to create. The complex drew 10 million people in 2023, and while more than 3 million attended a game, the rest were taking advantage of The Battery’s multiple offerings. On the revenue side, the Braves brought in more than $600 million for the first time last year, and they will reach more than $700 million in revenue over the next 12 months, easily becoming one of the top franchises in all of sports in the country. total revenue.

There’s also the WNBA Dream, which is experiencing strong business growth as it seeks a new facility; US Soccer is developing a state-of-the-art headquarters and training grounds just 25 miles south in Fayette County; the PGA Tour has one of its flagship stops at the popular East Lake; and the Overtime Elite Arena is an intimate, multi-use facility adjacent to the Atlantic Station area. I haven’t even mentioned what a hotbed Atlanta is for college sports.

But what should not be overlooked is the camaraderie that reigns between the organizations. Yes, they are very competitive, but they get along really well and are passionate about improving Atlanta. There has been a lot of continuity in the leadership of the sports business community – look at how stable these organizations have been – and that’s clearly part of the city’s strength. The southeastern corridor of the United States is dynamic and conducive to business. Atlanta was one of the first to get started and now faces competition from cities like Nashville, Charlotte and, of course, cities in Florida. Atlanta’s sports organizations have never been stronger or more sophisticated, and its sports leaders are working together to ensure Atlanta is in the discussion for every major event.

You can contact Abraham Madkour at [email protected].