Sports Business Journal

Atlanta stays a hot sports and business destinatio­n

ACONTINGEN­T FROM ATLANTA will head to Arlington, Texas, this month to take in the MLB All-Star Game. Their goal, like other markets doing assessment­s, is to watch and learn as they prepare to host next summer’s Midsummer Classic at Truist Park, a game that was originally earmarked for Atlanta in 2021 but pulled due to a controvers­ial voting law. They will study event programmin­g, how MLB handles its draft and even heat mitigation in the sweltering Texas summer. After the event, Atlanta will be on the clock, but that’s not all Atlanta is preparing for, because as I learned during a two-day visit to the market last month, you see a calendar filled with major events while its local teams are excelling on the business side.

Here’s what struck me: Atlanta, the nation’s seventh-largest market, is becoming even more important as a sports hub and destinatio­n, and the local teams and organizati­ons are driving themselves 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 close to 60,000 fans for a Copa América match between the U.S. and Panama, one week after drawing more than 70,000 for ArgentinaC­anada. The first CFP title game of the 12team playoff will be held in January, the city likely will host matches in the FIFA Club World Cup in ’25, and has eight World Cup matches in 2026 over a four-week period. Eight massive events over 30 days. In addition, leaders have their eye on hosting another Super Bowl and the Final Four in 2031.

But it’s not just big events, as the local franchises are collective­ly as strong on the business side as any U.S. market. I was in the city as the Hawks selected the first pick in the NBA Draft in front of more than 8,000 fans at their draft party. The team has seen significan­t growth in sponsorshi­p and ticket sales in recent years; the renovated State Farm Arena has been a template for other arenas, and the team’s live events business is at record levels. In addition, owner Tony Ressler is leading a massive investment in developing Centennial Yards, which aims to transform the downtown area between State Farm Arena and Mercedes-Benz Stadium into a mixed-use, L.A. Live-like destinatio­n.

The business success of the Falcons and United under Arthur Blank is well documented, and the optimism around the Falcons going into the season under a new coach and new quarterbac­ks was evident. Suites for the season are sold out, and they likely will sell out of season tickets leading to the first waiting list in years. The Falcons’ focus on customer service is also evident, as they have been No. 1 or 2 in the NFL’s fan experience survey over the past few years. Last year, their score went up, but they were edged out by the Lions for the top spot.

I’ve been on the record in my respect for how the Braves organizati­on thinks and operates. I still don’t believe they get the credit they deserve for the way Truist Park and The Battery changed the industry. Organizati­ons from around the world continue to visit to learn from its success. Seven years after it opened, the complex is more robust, yet there is more land 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 in 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 be north of $700 million in top-line revenue over the next 12 months, easily one of the top franchises in all of sports in total revenue.

There is also the WNBA Dream, which is seeing strong business growth as it looks for a new facility; U.S. 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 marquee stops at the very popular East Lake; and Overtime Elite’s arena is an intimate and versatile facility next to the Atlantic Station area. I haven’t even mentioned what a college sports hotbed Atlanta is.

But what really shouldn’t be overlooked is the camaraderi­e among the organizati­ons. Yes, they are very competitiv­e, but they genuinely get along and are focused on making Atlanta better. The leadership across the sports business community has had great continuity — look at how stable these organizati­ons have been — and that’s clearly part of the city’s strength. The southeast corridor of the U.S. is vibrant and business-friendly. Atlanta was a first mover and now sees competitio­n from the likes of 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 collective­ly to make sure Atlanta is in the conversati­on for every major event.