1. GENERAL
Stadium: Turner Field
Capacity: 48,911
Built: 1994 / $191 M USD
Head office: 755 Hank Aaron Drive Atlanta, GA 30315
Phone: (404) 522-7630
Fax: (404) 614-1391
Website: Atlanta Braves
E-Mail:
Radio flagship: 640 WGST-AM & 96.1 WKLS-FM
Local television: SportSouth
Corporate partners/sponsors: Anheuser-Busch, Coca-Cola, Lexus, Publix Super Markets
Mascot: Homer
2. HISTORY
Established: 1871 (moved to Atlanta 1966)
Franchise ancestry: Milwaukee Braves 1953-1965
Boston Braves 1941-1952
Boston Bees 1936-1940
Boston Braves 1912-1935
Boston Rustlers 1911
Boston Doves 1907-1910
Boston Beaneaters 1883-1906
Boston Red Caps 1876-1882
Boston Red Stockings 1871-1876
3. BUSINESS OF WINNING
World Series titles: 3 (1914, 1957, 1995)
National League pennants: 17 (1877, 1878, 1883, 1891, 1892, 1893, 1897, 1898, 1914, 1948, 1957, 1958, 1991, 1992, 1995, 1996, 1999)
National Association pennants: 4 (1872, 1873, 1874, 1875)
NL West Division titles: 5 (1969, 1982, 1991, 1992, 1993)
NL East Division titles: 11 (1995, 1996, 1997, 1998, 1999, 2000, 2001, 2002, 2003, 2004, 2005)
Wild cards: 0
4. OWNERSHIP AND MANAGEMENT
Owner: Liberty Media (Chair, John Malone)
Acquisition date/price: 2007 / $450M USD
President: John Schuerholz
General Manager: Fred Wren
Manager: Bobby Cox
Stadium: Public / owned and operated by City of Atlanta and Fulton County
Concessions: Aramark
5. PLAYER PAYROLL
Player costs: $88M USD (2007)
6. FRANCHISE FINANCIALS
2008 Franchise value: $497 M USD
2008 Franchise value ranking: #4 in National League / #7 in Major League Baseball
2008 Franchise value increase: 9%
2008 Debt/Value ratio: 0%
2007 Revenues: $199M USD
2007 Operating Income: $28.1M USD
Source: Forbes.com
7. CONSUMER PRICING
2008
Average ticket price / ranking: $17.05 USD / #15 in NL and #29 in MLB
Fan Cost Index*/ranking: $157.19 USD / #14 in NL and #24 in MLB
Source: Team Marketing Report
* FCI refers to the price of four average tickets, two small beers, four small sodas, four hot dogs, parking for one car, two game programs and two adult-sized caps.
8. ATTENDANCE
2008
Home Dates: 81
Home Attendance Average: 31,269
Home Attendance Drawing Capacity: 62.4%
Home Attendance Total: 2,532,834
Home Attendance Rank: #10 in National League/#14 in Major League Baseball
Road Dates: 79
Road Attendance Average: 34,105
Road Attendance Drawing Capacity: 75.6%
Road Attendance Total: 2,694,295
Road Attendance Rank: #8 in NL / #10 in MLB
Regular Season Dates: 160 dates
Regular Season Average: 32,669
Regular Season Drawing Capacity: 68.6%
Regular Season Total: 5,277,129
Total Attendance Rank: #11 in NL / #15 in MLB
Source: ESPN.com and TheSportMarket.biz
Estimated Gate Receipts: $47 M USD
Source: Forbes.com
9. TELEVISION RATINGS
Average # of households: 57,000 (FSN Arizona)
Decrease: 24.0%
Rating: 2.46
Decrease: 28.1%
Source: Street & Smith’s SportsBusiness JOURNAL
Estimated revenues from television¹: USD (2007)
10. CORPORATE SPONSORSHIP
Estimated revenues from sponsorship²: $ M USD (2007)
11. MERCHANDISE SALES
Estimated revenues from merchandising and licensing³: $ M USD (2007)
12. CONCESSION AND ANCILLARY SALES
Estimated revenues from concession sales: $ M USD (2007)
13. MARKET SIZE
City Population: 476,483
Metropolitan Area Population: 4,112,198
Greater Metro Area Population: 5,278,904 (Atlanta-Marietta-Sandy Springs)
City size ranking: #34 in US / #13 in NL / #20 in MLB
Metro area size ranking: #11 in US / #8 in NL / #17 in MLB
Greater Metro area size ranking: #9 in US / #8 in NL / #13 in MLB
Source: US Census Bureau 2005 and 2007
Designated Market Area (DMA): 2,369,780 TV homes / 2.070% of US
DMA ranking: #8 in US / #9 in North America / #6 in NL / #13 in MLB
Source: Nielsen 2008
14. MARKET ECONOMICS
Economic Description: Commercial, business and media centre.
Olympic city (1996 Olympic Games)
State capital: Yes
Major companies: Three Fortune 100 companies - Coca-Cola, Home Depot, UPS; Also AT & T Mobility, Newell Rubbermaid, Arby’s, Chick-Fil-A, Waffle House, Sun Trust Banks, Georgia Pacific, Earthlink, Delta Air Lines, Air Tran Airways, Turner Broadcasting System (TBS), CNN, The Weather Channel, Cox Communications, Centre for Disease Control (CDC).
City per capita income (ranking): $25,254 USD (#3 NL / #7 MLB)
Metro area per capita income (ranking): $37,294 USD (#94 US / #15 NL / #27 MLB)
State per capita income (ranking): $32,095 USD (#38 US / #14 NL / #28 MLB)
15. MARKET DEMOGRAPHICS
Race & Ethnicity (City of Atlanta): 55.7% Black, 37.2% White, 2.3% Asian, 4.6% Other (5.9% Hispanic).
Language: Approximately 92% English.
Median Age: 31 years
Political leadership: Mayor of Atlanta – Shirley Franklin (Democrat); Governor of Georgia – Sonny Perdue (Republican); U.S. Senators – Saxby Chambliss (R), John Isakson (R); U.S. Representatives – Jack Kingston (R ), Sanford D. Bishop, Jr. (D), Lynn Westmoreland (R), Hank Johnson (D), John Lewis (D), Tom Price (R), John Linder (R), Jim Marshall (D), Nathan Deal (R), Paul Broun (R ), Phil Gingley (R), John Barrow (D), David Scott (D). |
