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But buried beneath the headlines is Atlanta’s secret weapon: The Battery. The 75-acre mixed-use development surrounding Truist Park has become a cash cow for the MLB franchise. Nine million people visited The Battery in Atlanta last year, spending an average of nearly three hours on the property. Additionally, 21% of these visitors came from out of state, helping The Battery generate $67.3 million in revenue last year alone.
This is the blueprint for how every modern American sports franchise will make money in the future. Traditionally, sports teams are high-revenue, high-expense enterprises where success on the field often comes at the expense of slimmer profit margins. But by expanding into real estate, the Braves have created a unique flywheel with advantageous lease agreements, low costs, and high profit margins (e.g., 70%).
Read More: https://huddleup.substack.com/p/how-mlbs-atlanta-braves-built-a-1
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45 Comments
WILL MLB TEAMS GET THE PROPERTIES THEY WANT?
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Diamondbacks have been talking about getting what the Braves have with the battery and owning property around the stadium for a few years now.
And any Braves fan will tell you that all that revenue and profit hasn't led them to sign any big name free agents in years and years
Hey Brodie, The Phillies are thinking about expanding the Sports Complex into a ballpark village if you have ever been to their complex. Take care
Its not cultural Atlanta but it has an Atlanta address and is very convenient to get to from mid town. Marta and Cobb link have bus routes on it too. The fans just do not exist in the center of Atlanta. For all intent and purpose it is Atlanta
Here in Philly, our sports complex is a perfect site for something like this. Those desert parking lots are an eye sore & are a thing of the past. Building an entertainment district within a sports complex is a great way to generate more revenue.
I take the train in to see Giants games and walk along King street from the station. Almost none of the business along King street leading up to ballpark seem to be able to stay in business, especially restaurants that should be raking in business before the games with the overpriced and underwhelming stadium food.
🏨
Centennial Yards in downtown Atlanta should dwarf the scale of The Battery
I remember exploring around The Battery not long after the Braves moved into 'SunTrust' it was an interesting place. I loved how it basically just flowed into the ballpark
The Braves got HUGE tax breaks from Cobb County to build this. I’m sure this will come up in CBA in 2026.
The Yankees are doing the exact opposite, everywhere in the Bronx is seeing development 15-20 story apartments except the area around Yankee Stadium 💀 The Steinbrenner’s and city is getting fleeced by the owners of the parking lot sea.
It’s a scam
Not only current MLB teams. This is what Utah is planning with its hope to get a team and theirs is only a few miles from downtown.
I like the idea of a Stadium Village … It just seems that off season or on an off day, the area around a stadium is a ghost town… So if you draw more consistent traffic into the area I think you could make better use of the parks… Look at Football, they only get used 16 times a year?
The thing that I like about the Braves being publicly traded now is it provides at least a little bit more public accountability with competitive balance money that smaller market teams receive that may or may not get pocketed straight into ownership looks at you Pittsburgh
Those teams wanting or having a "stadium district" better be careful because people or fans are not going to tolerate the high prices the venues charge them. I went to the Battery and dang, they over charge everything. I want be back. I will find a cheaper place to hang out.
This is not unique to MLB. The NFL, NBA and NHL are all looking into, or doing it right now. Here in Calgary, there is a new arena being built along with a fan area, restaurants and new hotels being built all around the new arena. The Ottawa Senators just got the land approved downtown for a new arena and multi purpose area as well.
Just sell your team and go into real estate, then…
I'm sorry, but, like, I feel like the A's and Coyotes would have had a better chance at staying where they were if they just focused on "where can we play so our fans can see them."
I'm worried it's gonna get worse. Are we going to say "hey it's just business" when a high-attendance franchise in the middle of a dynasty moves just because the other place gives them a ballpark village. I can see that happening very easily in the 2030s
Smith Entertainment Group (Utah Jazz and Utah Mammoth ownership) are also looking to redevelop a portion of downtown SLC into an entertainment district. Big League Utah, group of local stakeholders and potential MLB ownership group, are also looking to do something similar between downtown SLC and the SLC airport. This trend is indeed expanding.
If they're willing to assume the risk and governments don't have to fund it with tax dollars the way Atlanta has done it, fair play.
Progress? Seriously?
I'm curious what happens in 20 years (or even sooner) when some team with a ball park village decides they want a new stadium. The ballpark village can't be moved, so will the occupants (bars/restaurants/whatever) move to a ballpark village by the stadium or do they stay at old location and wither and die?
My beloved team “white flighted” out of downtown ATL, where you could see the skyline from the Ted. It sucks. And there is a racial element with this. Give me the old stadium any day
The Angels tried to make this work – but the sale of the ballpark and the land deal fell through. But the Ducks currently are.
Candem Yards was a earlier version of this, while the Cubs were not fans of those apartments.
I wonder how many teams who own land around their respective stadiums will be voting to lock the players out because they (the MLB owners) can survive off the revenue of the surrounding real estate/businesses.
The brilliant part of the Battery is that minimal space is given to parking. Yes – there are a few small lots on the property, but the vast majority of the parking is shared with previously existing, nearby business parks that the Braves use after they clear out at the close of business day. There are many courtesy golf carts for those who need it, as well as pedi-cabs to get across I-75 to the stadium. Sports and Social has a 3 story TV where we go to watch both away Braves games and the south's true passion – college football.
Tickets to Braves games are also hella expensive. Going to a game next month and was shocked at how much tickets cost.
One word. “Money”
This video could’ve been an email
Publicly traded is NOT fan-owned. The Braves have a fiduciary duty to generate as much profit as possible for their shareholders, and can be sued if they intentionally make a move to leave money on the table.
The only other MLB team under corporate ownership is the Toronto Blue Jays, which is a wholly owned subsidiary of Rogers Communications (RCI on both the TSX and NYSE). Rogers is primarily controlled by chairman Ed Rogers III (son of founder Ted) who does have to answer to the Board of Directors but Rogers otherwise makes enough money that the Blue Jays can invest without fearing a reprisal. As far as Rogers Centre goes, much of the land in the area is reclaimed Rail Lands and is owned by the government, meaning that Rogers has been limited in its ability to create a ballpark district under its control (that said it is still downtown Toronto). Lastly, because Rogers owns both the team and its “RSN” (Sportsnet is national in Canada), it is very easy for the team to fudge the TV revenue numbers to say whatever they want, but either way the Blue Jays are considered payors into revenue sharing.
The A's new ballpark isn't "apparently " getting built. It's getting built. Anyway, still appreciate you.
Braves actually just recently bought more land and buildings to expand
Wall Street Journal few weeks back did an Article on how Atlanta Braves Ownership made a considerable profit for July / August 2025.
Outside Wins / Loses
I am honored to be a part of it 🥃🔥🇺🇸
Also busy off season
The Milwaukee Brewers are going to go this route around AmFam Field.The Packers already have attractions and a Stadium district up around Lambeau Field.I think it,s a good Ideal as long as you have a place for fans to Park.🇺🇲🇺🇲🇺🇲🇺🇲🏈🏈⚾⚾
If this keeps happening – that’s just more reason to remove public funds. If you are moving business out of the population center so you can control all money streams, you are only enriching yourself not the public. As an urbanist and a baseball fan, I hate this trend. Creating stock available to the public is not the same as being for the public.
Moved out of the East Bay to Atlanta in 2020. While Oakland and the A's did nothing but barf all over themselves for decades — the Braves announced their move from Atlanta and fully executed the Battery in just a few years. Been there a few times for both Braves games and concerts and the Bay Area couldn't even dream of building something similar within the same time frame.
It's also right by the Cobb Chamber of Commerce, at the intersection of I75 and 285. You can see right into the baseball stadium when you're in some of the upper floors of the Cobb Chamber building.
Packers have a beautiful mixed use called “ Titletown District”
Carroll, Marte, Perdomo and Moreno. Everyone else should be evaluated and potentially replaced if you could upgrade.
To make profit and dont improve the teams.
I just can't agree with buying office space at the expense of signing Freddie Freeman and Max Fried.
*Blue Jays are publicly traded stock under Rogers Communication. I bought shares of the Brave BATRA because I liked what they did. Sold out 97% of their home games. I'm up 18%. Something the Yankees nor the Jays can't do in building a battery of their own. The Mets could be next with that casino deal
Fisher was offered land in Oakland. He didnt want it.😊
How did you not mention that the Giants own the buildings across Mccovey cove