Thriving as a premier sports destination

A contingent from Atlanta will travel to Arlington, Texas, this month to participate in the MLB All-Star Game. Their goal, like other markets conducting assessments, is to watch and learn as they prepare to host the Midsummer Classic next summer at Truist Park, a game originally scheduled for Atlanta in 2021 but canceled in due to a controversial electoral law. They’ll study event scheduling, how MLB runs its draft, and even mitigating the heat during the sweltering Texas summer. After the event, Atlanta will be there, but that’s not all Atlanta is preparing for, because as I learned during a two-day visit to the market last month, we’re seeing a calendar full of 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 most successful 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 fans for a Copa America match between the United States and Panama, a week after the draw of more than 70,000 for Argentina-Canada. The first CFP title game of the 12-team qualifiers will be in January, the city will likely host FIFA Club World Cup matches in 2025 and will stage eight World Cup matches in 2026 over a four-week period. Eight massive events in 30 days. Plus, officials are considering hosting 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 as the Hawks selected the top pick in the NBA draft in front of over 8,000 fans on their draft night. The team has seen significant growth in sponsorships and ticket sales in recent years; the renovated State Farm Arena has been a model for other arenas, and the team’s live event business 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 destination, similar to Los Angeles Live.

The commercial success of the Falcons and United under Arthur White is well documented, and the optimism around the Falcons heading into the season under a new coach and new quarterbacks was evident. Suites for the season are sold out and they will likely sell out of season tickets, resulting in 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 in recent years. Last year their score increased, but they were edged out by the Lions for first place.

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

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 really can’t be overlooked is the camaraderie between the organizations. Yes, they’re very competitive, but they really get along well and are focused on making Atlanta better. The leadership within the sports and business community has had a lot of continuity – look at how stable these organizations have been – and that’s clearly part of the city’s strength. The Southeast corridor of the United States is vibrant and business-friendly. Atlanta was a pioneer 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 work collectively to ensure that Atlanta is at the center of the conversation at every major event.

Abraham Madkour can be reached at [email protected].